AEO Conference
The AEO Conference 2010 took place on 29 January at Olympia Conference Centre. The event was very well attended and highly rated by delegates.
Paul Byrom, MD of Upper Street Events, brilliantly chaired this year’s event. In his opening address, Paul set the scene talking about positivity, opportunities and new initiatives. “The last year has been stimulating and exciting” Paul said.
Delegates benefited from IML’s technology available at this year’s AEO Conference, which enhanced the interactivity of the event. Making use of IML’s versatile keypads, delegates answered questions at the touch of a button, sent live messages directly to the Conference Chairman and engaged in the debate using the microphone feature.
Paul Byrom introduced keynote speaker Paul Smith, CEO of Celador. Following a short film specially commissioned by Paul Smith for delegates at the AEO Conference, Doug Emslie, Chairman of AEO, interviewed Paul on stage. Paul told the audience about the highs and lows, initial rejections and tremendous successes of Who Wants To Be A Millionaire, a brand that he created and cloned across the world.
Ben Treadaway, Director of Sponsorium, introduced his session explaining how selling sponsorship has changed in the past few years, and talked about the term ‘marketing partnership’ replacing ‘sponsorship’. Ben’s most encouraging message was that direct consumer engagement is one of the main objectives that brands set to achieve via sponsorship, making events and exhibitions a very interesting medium for delivering high return on objectives (ROO) and best value for money. Ben recommended that consumer shows increase their sponsorship packages and trade shows offer a more flexible approach.
Tony Manwaring, former Chairman of Initiative and Director of Lab, offered delegates advice on how to get their shows into big spending media budgets. “Media planners are hungry for fresh revenue; events have relevant values and need to push that to planners” said Manwaring. Tony recommended that organisers package events and exhibitions so that they look more like the other media they buy. In order to make events look more attractive to planners Tony suggested that the industry should come together; one voice instead of many. He also added that events and exhibitions should move from tactical to strategic.
In his lively presentation, Peter Jones, MD of Niche Events, talked about the successful launch of his award-winning show Counter Terror Expo. Peter claimed that, although he didn’t have a magic formula for success, he invested in very good sales, marketing and operations teams who receive good training and are rewarded. Peter said: “My teams always challenge themselves and accept failures, then they move on”.
Lunch was followed by dedicated breakout sessions, for consumer and trade shows. Creative director Ayd Instone in his presentation about visual intelligence, secrets of creative design, offered delegates tips on how to give their designs extra impact and how to influence people remotely. Simon Foster, CEO at UBM International, Sandy Angus, Chairman of Montgomery and Frazer Chesterman, MD at Fespa spoke to delegates about their experiences launching shows overseas and shared best practice.
Independent business consultant Jeff Grout, inspired the audience with his speech about leadership and offered advice on how to motivate teams. Jeff also talked about preparing for change in organisations and effective communications.
AEO Chief Executive Austen Hawkins took to the stage to present the name and brand of the new industry promotion body to members of the associations and introduced Philip Wilson, Director of COG Research, who presented the initial results of the first research project undertaken by the new body. Based on neuro-science, the study demonstrates how visitors’ perceptions of brands change after attending an exhibition, revealing the power of live events.
In his closing address, AEO Conference Chairman Paul Byrom described how he felt positive and summarised the key messages learnt at this year’s AEO Conference. The event concluded with networking drinks.
AEO would like to thank our conference chairman Paul Byrom, Olympia Conference Centre for hosting the event and our sponsors for their valuable support.
Click here to view photos taken at the AEO Conference 2010.
To view a film taken at the AEO Conference, please click on the image below.
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