EDITORIAL

My first issue at the helm of Marketing Event has produced a mixed

bag of emotions.



I was bemused at being asked to sit on a judging panel, for a planned

AEO initiative to find the most eligible bachelor in the exhibitions

industry. And I've experienced hostility from friends and colleagues

when I told them that my new position didn't entitle me to bypass the

jammed ticket hotline for Madonna's forthcoming concerts at Earls

Court.



I have, however, been left with one sweet taste of satisfaction. While

national newspaper editors were still trying to catch up on which car

manufacturers had announced their intention not to exhibit at the old

London Motor Show, we were drooling over the designs for the new

event.



It may turn out to be the last throw of the dice for the London Motor

Show, but those responsible for exhibitions at all car manufacturers

should put their brand egos to one side and sign up to a visionary

showcase which will benefit the visitor experience and in turn, increase

car sales across the board.



Regular readers may remember the Marketing Event Guide to Graphics from

May 2000. It's taken a year but the second in the series of Marketing

Event Guides has arrived. From banner displays to seamless systems, the

Marketing Event Guide to Modular Stands will give you all the advice you

need to exhibit with modular.



Should you need further evidence that face-to-face marketing is the most

effective way of getting a message across, look no further than Marconi

and the Ministry of Agriculture. Both have had difficult times recently

but have made excellent use of the exhibition environment and refused to

hide behind faceless marketing methods. Whether either will feature in

the Marketing Event Awards short-list remains to be seen but the

deadline for entries is fast approaching. So, for a chance to join us at

the London Hilton on 21 September get your entries in soon.




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