AIME organisers gather insights as planning for 2015 begins

AIME organisers gather insights as planning for 2015 begins
By admin

Although 2014’s Asia-Pacific Incentives and Meetings Expo drew to a close just last week, preparations are already underway for next year’s event.

A comprehensive survey of exhibitors was done last week with the 300-page findings to inform the direction of the 2015 event, exhibition director Jacqui Timmins told The Nibbler.

The top 15 exhibitors will also be involved in a “debrief” process that will see Reed Travel Exhibitions consult with them in person to gain their feedback.

It’s vital to get the exhibitors insights while they are fresh before they move onto the next show and AIME gets pushed to the back of their minds for the rest of the year, Timmins revealed.

Their comments will be instrumental to enable organisers to take the show forward in 2015, she added.

“It’s a 22 year old show – that’s a very mature show,” she said. “What we need to be able to do is assess what we’re doing and take it to the next level.”

Growing a year-round “community” around the show plays a significant part of that strategy. The AIME blog and social media outlets will be used to keep the lines of communication constantly open. Although Reed will not organise any additional smaller shows for other months of the year, it will consider a different format of networking events such as cocktail evenings to keep it connected with its target audience.

“One of the things we’ve really asked the team to focus on is to start talking to our audience in different ways,” Timmins revealed. Newsletters represent one channel, with a number of different mainstream magazines also being targeted with the AIME team being careful to tailor the wording to the readership.

“It’s a diversified approach.”

Feedback from the show floor will also be taken into consideration, according to chief executive of show owners Melbourne Convention Bureau, Karen Bolinger.

 “I’ve heard nothing but great stuff from the show floor,” she told The Nibbler.

Meanwhile, the early indicators from this year’s event seem to be generally positive with increases in the number of visitors and hosted buyers reported by organisers. This year, 50% of the hosted buyers were new to the show.

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