Interbuild will now happen every year. The 2008 dates are already confirmed and an official announcement will be made at this year’s show
In response to exhibitor and visitor demand show organisers, EMAP Construct, made the decision to switch to a yearly event on the back of the success of several other changes it has put it into place since its acquisition of Interbuild in 2004.
“Following our return of the event to its traditional autumn dates, a restored focus on the professional builder and significant investment in marketing initiatives to support the show, we have seen a very encouraging response from the trade,” says newly appointed Event Director, James Gower. “All of these actions have been popular with visitors and exhibitors alike and now, it seems, the industry wants more.”
Show organisers are officially launching the UK’s biggest building show as an annual event at the Interbuild 2007 Exhibitor Party on Monday 29 October. The announcement follows an extensive consultation period with Interbuild’s customers and the wider trade and is supported by the results of an independent survey.
“Product launches are becoming far more frequent with 96% of the construction product and service sector now promoting new products at least annually,” says James Gower.
“A key driver in this trend is changing legislation and regulation, with the majority of participants stating that new product development is mainly or sometimes spurred by such change. As Interbuild provides a unique platform from which to launch new products it will benefit the trade to have the opportunity to showcase their latest developments on a yearly basis.”
In total, 1500 participants took part in the independently commissioned research[1], including a mix of existing exhibitors, prospects and visitors.
“Our research shows that trade exhibitions continue to play an important part in the marketing mix,” says James. “Shows are seen as a great way to source new suppliers and access important information by 84% of buyers.”
Furthermore, exhibitions such as Interbuild were cited (unprompted) as the top marketing activity in terms of ROI. And because the trade places so much value on exhibitions, a significant proportion of those questioned set aside budget to attend an exhibition or networking event of some kind every year.
“Our customers tell us that they plan, budget and spend on an annual basis anyway,” continues Gower. “In a non-Interbuild year three quarters of exhibitors spend the money on other marketing activity and half of that involves second choice exhibitions, so it makes sense for that money to be spent on the trade’s exhibition of choice.”
Furthermore, as Interbuild is rated a ‘Must See’ event – and a third of buyers already believe Interbuild happens every year - organisers are confident the move will be welcomed by the vast majority.
“The results of the research clearly indicate that the time is now right to make this transition,” concludes Gower. “As the UK’s longest running building exhibition - with a strong national and international reputation - we’re operating from a position of strength and the latest show stats speak for themselves.”
Current Event Director Gordon Thomas will continue to oversee the 2007 show alongside the newly appointed James Gower, who will take over upon Gordon’s departure in December 2007.
“Interbuild has been turned-around and is now a thriving show with massive potential for growth,” says EMAP Construct Managing Director, Ben Greenish. “After making such a success of the show thus far, it was really important that we attracted another high calibre leader to take the show and the Interbuild brand forward as planned – I am confident that we have found the right person for the job in James. He has huge experience of managing growing shows and his skills are especially suited to Interbuild at this phase in its development.”
James Gower joins from the British Marine Federation where as Marketing Director he has gained a tremendous track record in managing both the London and Southampton Boat Shows. A well respected figure in the events industry, James has already picked up 11 industry accolades for his work, most recently scooping ‘Exhibition of the Year’ for the 2007 Collins Stewart London Boat Show.
With the 2008 show already set for Sunday 26th through to Thursday 30th October, James looks forward to making Interbuild’s annual debut an exciting event first.
