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UK firms spend more on exhibitions than on radio, posters and cinema

combined. The new Marketing Exhibitions Effectiveness Awards salute the

sector

Expenditure on exhibitions - including consumer and trade shows, and

single company events - almost certainly topped pounds 1bn last year,

having jumped 10% to pounds 929m between 1993 and 1994.

In recognition of the contribution exhibitions make to mainstream

marketing, Marketing is now launching the Marketing Exhibition

Effectiveness Awards.

News of the competition has been received enthusiastically by the

industry, with category sponsorship already promised by Academy Expo,

Blenheim Exhibitions, Independent Exhibitions, Nomadic Display, and Show

International.

‘The support from the industry so far has been overwhelming,’ says

Marketing advertising director Nick Simpson.

‘No corner of marketing activity today escapes rigorous scrutiny,’ he

adds. ‘With billions of pounds spent on everything from advertising to

design and promotion, companies rightly only sanction large budgets

where hard evidence of effectiveness is available.

‘Exhibitions must show they work, too - hence Marketing’s initiative

with the Exhibition Effectiveness Awards, 1996. We are confident that

this will become an important annual event in the marketing calendar.’

The emphasis will clearly be on the effectiveness of exhibitions - a

belief endorsed by a recent survey of ISBA members, in which 69%

expressed the view that exhibitions were a cost-effective promotional

medium.

But the competition will also promote all the organisational skills, and

design and other creative aspects of exhibition work.

Six categories are designed to reward effectiveness in various aspects

of exhibiting.

In addition, there will be a group of categories specifically intended

for exhibitors, and another for exhibition organisers. Each of these

three sectors will have an overall gold award.

The top prizes will be the Marketing Grand Prix, and a sponsor’s special

award Entries are invited from clients and their agencies, including

design consultancies and stand builders, as well as exhibition

organisers.

The closing date for entries to the awards is Wednesday, July 31.

Mike Hewitt, editor of Marketing, will head a panel of distinguished

judges drawn from both the client and supplier sides of the industry.

The awards will be presented at a special banquet in London in October.

The full list of categories is shown right.

Effectiveness Silver Awards

* Most effective first use of exhibitions

* Most effective use of exhibitions for marketing

* Most effective generation of new business leads

* Most effective marketing campaign for an exhibition

* Most effective creation of a new channel to market

* Most effective use of exhibitions in selling

Exhibitors’ Silver Awards

* Best individual stand design

* Best use of modular stands

* Best use of exhibition techniques (business-to-business)

* Best use of exhibition techniques (fashion, beauty, cosmetics)

* Best use of exhibition techniques (food, drink and fmcg)

* Best use of exhibition techniques (financial services)

* Best use of exhibition techniques (healthcare)

* Best use of exhibition techniques (consumer durables)

* Best use of exhibition techniques (IT)

* Best use of exhibition techniques (motoring)

* Best use of exhibition techniques (travel and leisure)

Organisers’ Silver Awards

* Best new exhibition

* Best trade exhibition

* Best consumer exhibition

* Best use of design by an organiser

* Best use of new technology by an organiser

Details and entry packs from Nici Brooks, Haymarket Events, on 0171

4134161, fax 0171 4134331. For sponsorship details call Jo Edwards 0171

4134383, fax 0171 413 4189