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Can PLANTWORX Succeed Where Others Have Failed? continued

Hillhead moments before the show opened clearly shows the simple rectangular design and wide aisles that are appreciated by visitors who have to walk down from the quarry rim.

Isn’t it the responsibility of the exhibitor to decide what is best for the customer?

Surely companies such as Caterpillar (Finning), Case, New Holland, JCB, etc. will be only too anxious to promote the high productivity, high efficiencies, safety, reduced down time and technology that gives operators, service engineers and owners maximum feed back for reduced cost of ownership.

I am not too sure that some will take too kindly should the organizers try to compartmentalize them into zones, as these companies cannot be in more than one zone.

Some zoning is essential to avoid chaos and direct people. Hence a zone looking at ‘training and work opportunities’ is an obvious area for those looking to get in to the industry. Similarly, an area dedicated to security.

Marketing is King

When I lectured on ‘international marketing’, exhibitions raised the most lively debates because opinions are so varied and B2B events are different to consumer shows. They are also incredibly difficult to evaulate from a 'return on investment' point of view.

For Plantworx, I would have thought that a simple message “The CEA is bringing together the country’s leading suppliers to the construction and related industries in one place and invites all in the industry to come to Stoneleigh and see for themselves the latest innovations to help you succeed in business.”

For Plantworx to be a success (and they only have one chance) it is essential that they position the concept of the show very clearly.

PLANTWORX has already done the primary task of getting the industry behind it. There are exhibitors from every sector of the industry. The show is now 70% sold. The Dig Zone is almost 80% sold with 98% of digging demonstration areas now gone. The No Dig Zone is 52% sold with only 20% of demo area remaining. The Site Clearance Zone is a third sold out. Bookings too are now coming in for the Pavilion, where 20% of the stand space has been booked.

PLANTWORX Sales Manager Angela Spink said “There are 102 stands in the Pavilion and the layout has been devised so that it maximises the exposure of the stands by avoiding the traditional straight lines.

Keeping the visitor engaged

Whilst demonstration of machinery will play a fundamental role at the event so too will the issues that effect our industry such as security. It is estimated that around £1 - £1.5 million worth of plant and machinery is stolen each week.

Nothing could be more basic that Leigh Sparrow’s annual Vertikal Days. Dogged by severe weather on many occasions but that did not deter exhibitors and visitors increasing in numbers year on year.

A dedicated Security Village at the show is being organised in conjunction with CITS (Combined Industries Theft Solutions) and Datatag, who deliver the CESAR security scheme.

Visitors to the area will be able to meet with a cross section of professional companies to discuss security, in all forms. This will include, tracking systems, fencing and barriers, chains and locks, CCTV manufacturers and companies supplying security personnel.

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