Association Insight International & European Association Insights Spring 2015 | Page 41

Association Success Story | Association Insights LiftEx Promotional video on YouTube Challenges The need to create a professional show, but not appear to be too “over-commercial” and being sensitive to the members needs Creating opportunities to suit all budgets Encouraging all exhibitors to understand the benefits of a larger show Results Reaching the target number of exhibitors Selling over 50% of exhibition space for the following year onsite to gain momentum for the next show Exhibition space increased by 200sqm to 1000sqm Visitor numbers increased by 400% Association Membership has doubled in the past 5 years Quotes Visitor feedback: “If interested in lifting equipment this exhibition is unmissable” Sponsorship & Exhibition Sales – produce a professional sales prospectus with creative and varied packages with a variety of price points, focusing heavily on pre-event engagement between sponsors and visitors. Brindley Chains “A valuable and worthwhile day of networking and introductions to new equipment.” MOD Establish a formula for post-sales so sponsors and exhibitors are well serviced and can maximize their event presence: “Found the event to have an abundance of information and products which will enhance my plants lifting activities”. An “account management” approach for the key sponsors Exhibitor feedback: Marketing toolkits Easy to navigate online exhibitor manual Support the membership by working closely with them and giving them the tools to proactively reach out to their contacts, promote their participation and on-site activities, gain new business and ultimately grow the event. Future development - constantly gathering valuable content to enable promotion for the next events – gathering testimonials, video content, snapshots, successful deals made on-site. Venue and location selection – working closely with the venue and the city to look at activities of mutual benefit. EDF Energy “Great focused event in the lifting industry for both exhibitors and visitors!” Codipro “The premier UK exhibition for the Lifting Equipment Industry” Gunnebo Industries “An excellent, well attended show” English Braids “LiftEx proved very successful in gaining new promising customers and sales prospects for our company”. Kito Partners L2 Conference and Events – our PCO, who drove the project and are an “extended arm” of our Association. www.associationsnetwork.org © Associations Network 2015 | 41