At last month's Exhibition Industry Networking Forum, the point was made that exhibitions must improve their self-promotion and evaluation if they are to be taken seriously by media buyers (page 8). Self-promotion and credible evaluation are this industry's saving graces.
If Clarion fails to convince car manufacturers with tangible proof that a revamped London Motor Show will drive business, exhibitors will pull out, leaving the organiser with a discredited show that visitors will not wish to visit. Clarion needs to turn itself into a self-promotional beast otherwise the gap left by a no-show in 2001 will be too wide for visitors to remember the date in their diary for next year.
Events and exhibitions need greater self-promotion. Without it, how can they expect the public to choose their offer over others that are repeatedly rammed down our throats?
It is why entries into the Event Awards rise year on year and it is why the Corporate Event Association has chosen Event to help turn its awards into a higher profile celebration.
So to the organiser that dismissed the Event Awards 2002 as unwanted self-promotion, I argue that winning Gold or Silver by submitting an entry before this month's deadline, will enable companies to win future business for many years to come. Self-promotion is far from an unwanted beast if the industry's true worth is to be realised.