CX Magazine - The News Magazine for Entertainment Technology

As organisers lash CX.

Last issue CX reported on industry reaction to three trade shows in Sydney in July. Given the high stakes, we had some reaction. SMPTE have responded strongly, and Integrate cancelled their visitor advertising campaign in CX. In July SMPTE and Integrate will stage their Sydney trade shows and before they open, both show organisers have banked their profits.

Based on floor plans we have seen, and assuming everyone pays list rates, the shows are likely to make at least a quarter of a million each. CX is unaware of the status of the CEDIA trade show, also scheduled for July.

Whether sufficient trade visitors attend to produce a return on investment for exhibitors remains to be seen. The end of the stimulus tax break for business investment on June 30 means new business will be scarce, and business in general is down this winter.

Some firms will not exhibit at all. At presstime Integrate won’t have exhibits from Group Technologies (DiGiCo, Nexo), Jands (Shure, JBL, ETC, Vari*Lite), ATT Audio Controls (Studer, Neve, Smart AV) and Show Technology (Martin, MA). These firms are not in difficulties, they mainly say they can’t justify the expense and they can’t see sufficient trade will attend.

For its part, Integrate claim several thousand pre-registrations ahead of their show which debuts July 6 and runs until July 8 at the EQ in Sydney’s Moore Park. SMPTE runs July 21 – 24 at Darling Harbour and, like Integrate, entry to the trade show is free after you register.

The heart of a trade show is the exhibitors, whose promotions and events account for most trade attendance. The life blood is visitors who are attracted by exhibitors and side events. Let’s see what happens next.

SMPTE RESPONDS TO CX:

I read with interest the article ‘Trade Shows Winter Reckoning Looms’ in the June edition of CX Magazine.

Given that it was labeled as ‘News’ and not as an opinion piece, I was confused and concerned by the article’s lack of factual credibility. Not to mention its comparison of the SMPTE Conference & Exhibition to Integrate and Entech.

The underlying message of the duplication of the Integrate and Entech shows was lost in comments that really served no purpose other than to unsettle the industry and denigrate SMPTE – an event which has existed as a unique show, much different to these, biennially since the eighties.

With no comment or information sought from SMPTE or Expertise Events as organisers of the SMPTE Conference & Exhibition, it is of little surprise that the article is based on industry generalisations and misconceptions and full of untruths about the event. I have no recollections of any conversations with your company whereby merging or profitability of the event was discussed; therefore you can imagine my surprise when this statement went to print: ‘we had talks with AES and SMPTE on and off across our decade running ENTECH but all of us were just too addicted to the money to want to give any of it away. AES and SMPTE waffled about not making much money at all which was untrue’.

If a conversation like this had taken place, you would know just how inappropriate it would be to merge SMPTE with an event like Cedia, Integrate or Entech. The cross-over in exhibitors and visitors with Cedia is nil and the other two is minimal - 20% at the very most. There is no comparison between SMPTE and these events – none of them specialise in the motion imaging and broadcast industries, follow the same format or educate as much as they showcase the latest equipment.

It is with these points of difference that we continue, year in and out, to attract the major players. SMPTE is very different to these events. Having said that, this raises the real issue that Integrate and Entech are two very similar shows. Perhaps their consolidation would be effective? And while we are on the topic of the proliferation of shows – another marketing and sales tool currently over-servicing the area is magazines. So, your argument is two-fold – if two events alike in content should merge to cover all aspects of the industry, shouldn’t magazines do the same too?

We have made numerous changes to SMPTE this year to ensure that the event provides a total experience for our exhibitors and visitors. We have strengthened our position with the support of influential industry groups and we will provide a wide range of visitor benefits which range from first-class features right through to free workshops.

Yes, we present FAR more than just products and no, we are not a trade show that is all about money! And while ‘66% of exhibitors say the cost of exhibiting at a trade show is rising faster than inflation’, the cost of an exhibitor rebooking a stand at SMPTE has not increased in the past six years! Yes it’s true, ‘it might be cheaper to hold a show at Moore Park than in Darling Harbour’, but looking at the exhibitor prices you wouldn’t know - it’s virtually the same regardless of the inferior venue.

So according to your article, if SMPTE was simply ‘addicted to the money’ it would:

a) be held every single year with no regard for overloading the industry and;

b) would relocate to the most inexpensive venue available in Sydney but leave exhibitor costs as is.

Contrary to your comment that all tradeshows are outrageously overpriced, they are one of the most exciting, powerful, versatile and cost-effective marketing and sales tools available and orchestrated well, are regarded as an ‘essential experience’ by consumers. Exhibitions are still the only medium to provide organisations with the opportunity to stimulate all five senses.

SMPTE Conference & Exhibition is considered a reputable event which fills space quickly and attracts the support of industry associations and major players.

Provided you can assure it will be published in a fair and balanced way, I recommend that you contact us to obtain up-to-date information and relevant comments should the opportunity arise to mention SMPTE in your publication again.

Gary Fitz-Roy Managing Director, Expertise Events.

* From CX Magazine, July 15 issue.