AEO Conference 2010 will be chaired by Paul Byrom, MD of Upper Street Events.

8.30 - 9.15 Registration

9.15 - 9.30 Chairman’s introduction

9.30 – 10.15 Who wants to be a millionaire?

Rejected by TV commissioners from all the main broadcasters to a global phenomenon that now includes international TV distribution, computer games and in Slumdog Millionaire: an Oscar-winning film. Paul Smith, CEO, Celador tells the amazing story of the highs and lows, the successes and the failures and how he cloned a brand across genres and developed a money making powerhouse.

No matter if it’s a TV show or a live event, Paul explains how he delivered huge revenue streams from a multiple of sources. Next on Paul’s hit list is live events!

10.15 – 11.00 Your shows are missing out on millions of pounds of sponsorship!

Sponsorship expert Ben Treadaway works for a multinational business that specialises in helping brands manage their sponsorship investments. Ben’s company, Sponsorium, provides tools and services for brands such as HSBC, EoN, Lloyds Banking Group, Carlsberg, ING, Heineken, Asics and Fosters.

New research says that exhibitions deliver better 'value' than the big hitters and that your shows could be missing out on millions of pounds of sponsorship. Ben will give us the inside track on the current sponsorship market - what big spending brands want and how the different sectors, including trade and consumer shows, deliver in meeting those needs and offering value.

11. 00 – 11.30 Coffee break

11.30 – 12.15 Media planners don't buy exhibition space!

Media planners control 6 billion pounds of marketing spend in the UK BUT they don’t spend any of it with us.

Tony Manwaring, former Chairman of Initiative and current Director of Lab, walks us through a typical day in a big spending advertising powerhouse. From an eight o’clock breakfast meeting through to hospitality; what decisions get made, how and why they make them and what do they think of events and exhibitions.

12.15 – 13.00 I decided not to participate in the recession

This time last year everybody was sweating on their profit and loss sheets, big businesses were going to the wall and the banking crisis was hitting visitor numbers hard.
 
All the while Peter Jones, MD of Niche Events, was busy building an AEO award-winning show that broke all records and is set to quadruple in size.

Peter explains how.

13.00 – 14.15 Lunch

Breakout

14.15 – 15.00 Launching Trade Exhibitions Overseas

With an ever maturing UK market, more and more of us are looking to launch exhibitions overseas. This masterclass will address very specific questions on launching overseas:

What is the check list that you always complete before deciding to launch?
Can you do it from the UK?
Do you need a partner or is it best to set up your own office?
How do you find the right partner/manager for the overseas office?
How do you choose where to clone?
How do you check that your UK event can be cloned in the chosen territory?
I have the tools and contacts to research a market in the UK but overseas where do I go?
How much budget/time do I need to allocate?
USA/India/China what do I need to do to decide where in these countries it is best to launch?
How do I find the right service contractors?

Simon Foster, UBM, Sandy Angus, Montgomery and Frazer Chesterman, Fespa


Breakout

14.15 – 15.00 Visual Intelligence - Secrets of Creative Design

The response to the visual design in your marketing campaigns is immediate. A picture of a butterfly and a picture of a snake do not get the same response. The rules of visual composition are like the grammar of a language. Like good literature and poetry, design is more than pictures and colours; the organisation, the structure and the style can make or break a good show. Are you and your creative agency being creative enough and are you achieving the right emotional impact with your design?

Ayd Instone gives an insight into the nature of design and how we can all unlock our own artistry and creativity. We'll look at how customers react to design it and how you can control their buying decisions.

Plenary session

15.00 - 15.45 Inspiring Great Performance

Talk to any event business leader about the key business success factors and they will find it impossible to avoid the old cliché ‘an organisation is only as good as the people who work for it’ and this will be closely followed by ‘it’s hard to find good people’. With statistics showing that organisations' best people change jobs every two to four years it’s clear that keeping your best people and motivating them properly should be part of your organisation's competitive success strategy.

Speaker Jeff Grout is listed in ‘100 Best Business Speakers in Britain’

15.45 –  16.15 Coffee

16.15 – 17.00 Events reach parts of the brain that other media can’t

Neuroscience research has moved out of the laboratory and is now at the front line of business critical decisions. Philip Wilson, Director of COG Research, will give delegates an overview of the first piece of research commissioned by the new marketing body.  Most decisions we make with our subconscious mind and in an industry-first, we show you a unique online survey explaining how attendance at live events influences the subconscious.

Austen Hawkins will also be revealing the name and branding for the new industry body.

17:00 - 17:30 Chairman's closing address

17:30 - 21:00 Networking drinks

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