Fiona JeffreyThe driving force behind World Travel Mart, exhibition director Fiona Jeffery, tells Christopher Holloway that it's quality rather than size that counts in the trade show game.
I see the show as a giant jigsaw puzzle, with pieces all over the world. It is our job to pull those pieces together once a year.
Q: Are there too many trade shows?
A: A lot of shows have been set up over the last few years, but what many of the organisers have failed to take into account is their potential market and who they are supposed to be appealing to. There is room for shows dealing with niche markets, product segments, regions or countries. But I believe that anyone who sets up with the expectation of it becoming a massive show is missing the point, and that they should look at what they are intending to achieve.
Q: What makes a good show, then?
A: I've never wanted to run the biggest show, but I've always wanted to run the best show - and there is a big difference. If a show is too large, you don't manage to bump into anyone, or to catch up with industry news. You come for a purpose and that is what you are restricted to. It is still possible at WTM to walk around and see the new products, to meet people and chance upon some business. So, the size of the show and venue are important. Of course, the buyers are very important, and some of the peripheral attractions such as the seminars, social functions and debates.
Q: If WTM gets too big, would you consider splitting it into two shows?
A: No, I don't think that would work. The beauty of WTM is that it is all here in one place.
Q: Is much business actually done at WTM, or is it more of a networking event?
A: No, a great deal of business was done at this year's WTM. I spoke to someone on the second day that had done more than a million Pounds of business. Real business is done - as you walk around you can see it. Certainly in the first two days, we have top-level buyers who do a lot of business. WTM also has a function as being a good place to start new promotional campaigns and launch new products, simply because everyone is here, and you get a captive audience. So this area has taken off in the last few years. We also run seminars, which we get good feedback on - as a way of the industry keeping up with the latest trends, seeing what is happening with technology and the various issues.
Q: For the Asian market, WTM is slightly too late in the buying season. What benefit do Asians get from WTM?
A: Each market has a different season. WTM is very important in terms of presence and exposure. It is also a good place for the Asian market to reach and keep in contact with many of the European buyers, and to launch new products. At this WTM the Asian section was very busy, and a great deal of business was being done.
Q: How did the Just a Drop appeal come about?
A: A few years ago, it occurred to me that with travel industry here in one place, it would be a good opportunity to launch a campaign. Until the Just a Drop appeal, the travel industry did not have a charity of its own - even though many travel companies and hotel groups supported certain individual charities, or had charities of their own.
I wanted to set up something that dealt with the environment, and that would benefit children and communities. Water is the source of life, so I felt that it was one of the most worthy causes to back.
I also wanted it to contain the message "you don't have to give a great deal to make a difference". Everyone who donates makes a difference.
The campaign is administered by the International Red Cross, so it doesn't just promote one particular region or project. One year it can support Africa, the next year it can be Asia.
Q: WTM also promotes disussion on industry issues. Is that a role of a trade show?
Yes, we want it to be more than just a trade show. We want to give people some food for thought, where they can look at the industry from more than just a business perspective. That is why we have the environmental debate, and the seminars.
Q: How many staff does it take to organise a show such as this?
A: I have 13 full-time staff working all year. I see the show as a giant jigsaw puzzle, with pieces all over the world. It is our job to pull those pieces together once a year. We're kept pretty busy. During the show itself, the number of people increases dramatically, with security staff, catering staff, and all of the other departments.