Western have launched a series of successful shows based on specialist trade journals – and on the fact that those journals and shows work perfectly together. Starting with a show and journal in the energy sector, which Western sold on profitably to one of the large organiser groups, they knew that they had a winning formula: journals make for great shows. As publishers they were in regular contact with their database and the excellent relationships with readers, advertisers – and in their markets trade associations - which gave their shows a great start.
‘For us, translating journals into successful shows has proved to be a simple, logical process. The people behind the trade magazines which have become the Health & Safety Event, Fire Safety Event, Facilities Event and Maintec have the in depth knowledge and experience of their market sectors and customers, the relationships and the contacts which build trust in the show launch and help them see the benefits of exhibiting and visiting. And that market knowledge enables us to easily add an essential element to our shows: editorial content like workshops and seminars which make the shows ‘must go’ dates in trade diaries. Thanks to our journal customer databases we can attract quality visitors to our shows, and that quality translates into sales. Interestingly, we’ve heard of major deals between exhibitors at shows too – business relationships are built when people meet face to face.
We start small and build our shows up step by step – you don’t have to be big to be a success, you simply need the contacts and market knowledge that come with running a journal and which give you a sound foundation to launch into the profitable world of exhibitions.’
Neill Western, Western Business Exhibitions