the September 2008 Issue in PDF Format - Trade Show Executive
the September 2008 Issue in PDF Format - Trade Show Executive
the September 2008 Issue in PDF Format - Trade Show Executive
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Cont<strong>in</strong>ued from page 21<br />
Long-Distance Champs. Mike Rusbridge and Olympic track star Sebastian<br />
Coe ga<strong>the</strong>r at Reed Exhibitions’ Senior Management Conference where Coe<br />
was <strong>the</strong> keynote speaker. Coe is <strong>the</strong> chairman of <strong>the</strong> London Committee of<br />
<strong>the</strong> Olympic Games.<br />
2002 to 2003 when we had <strong>the</strong> unholy<br />
tr<strong>in</strong>ity of a global economic downturn,<br />
a war and terrorism – oh yes, and SARS<br />
– you simply cannot buck that trend<br />
completely. For example, we are more<br />
resilient to what’s happen<strong>in</strong>g today <strong>in</strong><br />
America, due to compensat<strong>in</strong>g higher<br />
growth from markets <strong>in</strong> Brazil, Ch<strong>in</strong>a<br />
and <strong>the</strong> Middle East. Our blend has<br />
contributed to our double-digit revenue<br />
growth. We are just nudg<strong>in</strong>g a turnover<br />
of U.S.$1.4 billion on a management<br />
basis.<br />
Bob: That’s amaz<strong>in</strong>g for our <strong>in</strong>dustry.<br />
Mike: The quality and depth of our<br />
management has fueled and susta<strong>in</strong>ed this<br />
k<strong>in</strong>d of growth and I’m really very proud<br />
of all of our people. We also made our<br />
customers <strong>the</strong> focus of our bus<strong>in</strong>ess; we<br />
try to stay very close to <strong>the</strong>ir needs <strong>in</strong> <strong>the</strong><br />
marketplace. Our service levels are be<strong>in</strong>g<br />
greatly enhanced, with such additions<br />
as <strong>the</strong> “Mystery Shopper” program, our<br />
Exhibitor University and several o<strong>the</strong>r<br />
<strong>in</strong>novations. Clearly, what’s happen<strong>in</strong>g<br />
onl<strong>in</strong>e is ano<strong>the</strong>r<br />
challenge and we’ve<br />
set ourselves a goal<br />
of driv<strong>in</strong>g U.S.$100<br />
million <strong>in</strong> e-revenue.<br />
Bob: Reed Elsevier<br />
recently put its<br />
pr<strong>in</strong>t bus<strong>in</strong>ess on<br />
<strong>the</strong> block. Has it<br />
been sold?<br />
Mike: It is <strong>in</strong> <strong>the</strong><br />
process of be<strong>in</strong>g<br />
divested.<br />
Bob: Do you th<strong>in</strong>k<br />
o<strong>the</strong>r media<br />
companies will<br />
follow Reed’s<br />
example and sell<br />
off <strong>the</strong>ir pr<strong>in</strong>t<br />
bus<strong>in</strong>ess?<br />
Mike: I th<strong>in</strong>k it<br />
all depends on a<br />
company’s strategy.<br />
Pr<strong>in</strong>t is a very good<br />
bus<strong>in</strong>ess but it just<br />
didn’t fit <strong>the</strong> future strategy of Reed<br />
Elsevier.<br />
Bob: How would you sum up that<br />
strategy?<br />
Mike: They are look<strong>in</strong>g at market-lead<strong>in</strong>g<br />
positions, high-growth opportunities,<br />
global positions, provid<strong>in</strong>g solutions and<br />
onl<strong>in</strong>e opportunities. Reed Exhibitions<br />
doesn’t fit <strong>the</strong> latter onl<strong>in</strong>e category, but<br />
we are def<strong>in</strong>itely market-lead<strong>in</strong>g, highgrowth,<br />
global and solutions-oriented.<br />
This is why we were reta<strong>in</strong>ed.<br />
Bob: What are <strong>the</strong> challenges with your<br />
onl<strong>in</strong>e offer<strong>in</strong>gs?<br />
Mike: We have about 400 websites,<br />
some of which are good and o<strong>the</strong>rs are<br />
“not quite <strong>the</strong>re.” We are add<strong>in</strong>g onl<strong>in</strong>e<br />
directories and improv<strong>in</strong>g functionality<br />
around those. We’re develop<strong>in</strong>g vertical<br />
<strong>in</strong>dustry portals with three or four<br />
underway. We are look<strong>in</strong>g at platform<br />
solutions and acquisitions. In <strong>the</strong> last 12<br />
months, we’ve built an impressive team<br />
of <strong>in</strong>-house professionals to move us<br />
forward with greater confidence.<br />
Bob: Audience <strong>in</strong>volvement today is<br />
generally a comb<strong>in</strong>ation of face-toface,<br />
pr<strong>in</strong>t and onl<strong>in</strong>e. With <strong>the</strong> sale<br />
of Reed’s pr<strong>in</strong>t bus<strong>in</strong>ess, how will that<br />
affect media coverage of your events?<br />
Mike: Interest<strong>in</strong>gly, most of our shows<br />
were not associated with Reed Elsevier<br />
publications. We always had <strong>the</strong> freedom<br />
to choose among publishers. Historically,<br />
<strong>the</strong>re has been no favoritism with <strong>the</strong><br />
Reed publications and vice versa – we<br />
embrace everyone <strong>in</strong> our communities<br />
and sectors.<br />
Bob: Regard<strong>in</strong>g <strong>the</strong> economy, do you<br />
feel that exhibitions are a lagg<strong>in</strong>g<br />
<strong>in</strong>dicator of economic health?<br />
Mike: I th<strong>in</strong>k that it’s historically true: “last<br />
<strong>in</strong>, last out.” By that I mean companies<br />
tend to book space 12 or even 24 months<br />
<strong>in</strong> advance, so our <strong>in</strong>dustry tends to feel<br />
<strong>the</strong> impact a little later than pr<strong>in</strong>t and<br />
comes out of <strong>the</strong>se cycles a bit later. Of<br />
course Reed Exhibitions will be impacted<br />
but we are tak<strong>in</strong>g steps to m<strong>in</strong>imize this.<br />
I also believe we are much more resilient<br />
than we were 10 years ago.<br />
Bob: Do you feel <strong>the</strong> competition has<br />
changed given <strong>the</strong> current economic<br />
climate <strong>in</strong> <strong>the</strong> West?<br />
Mike: Aga<strong>in</strong>, I’m sure that most of my<br />
colleagues would agree that <strong>in</strong> tougher<br />
economic times, <strong>the</strong> money follows <strong>the</strong><br />
market-lead<strong>in</strong>g events. This situation is<br />
like freez<strong>in</strong>g water <strong>in</strong> a rock: it will f<strong>in</strong>d<br />
<strong>the</strong> weak spots and expose <strong>the</strong>m. If you<br />
are not close to your customers or your<br />
value proposition is not <strong>in</strong> l<strong>in</strong>e with <strong>the</strong><br />
market, you are go<strong>in</strong>g to f<strong>in</strong>d out about<br />
it very quickly. We don’t sell real estate<br />
anymore; we sell market<strong>in</strong>g solutions,<br />
respond<strong>in</strong>g to strategic imperatives of<br />
our customers. Build<strong>in</strong>g a good solution<br />
for <strong>the</strong>m may be <strong>in</strong>clud<strong>in</strong>g exhibit space,<br />
but <strong>in</strong>creas<strong>in</strong>gly it is a multiple platform<br />
that responds to what <strong>the</strong>y hope to<br />
achieve. Personalized solutions are <strong>the</strong><br />
new norm.<br />
Cont<strong>in</strong>ued on page 24<br />
22 <strong>September</strong> <strong>2008</strong> <strong>Trade</strong> <strong>Show</strong> <strong>Executive</strong> www.<strong>Trade</strong><strong>Show</strong><strong>Executive</strong>.com