Promotional Marketing 2008: Preview/Introduction - Show sees bright future

The show is certainly bigger than ever with a predicted exhibitor total of 200 and estimated visitor numbers of 3,000 - around a third more than last year's total. More to the point, the event has a range of new features to add value for visitors.

Last year's seminar programme has been revamped as "The Industry Forum" and features a range of sessions on current topics, including a session on integrated marketing by the Marketing Associations Alliance. Alongside this, the brand new industry association umbrella also has its own stand and will be running a programme of 10-minute workshops on topics such as direct mail, point of purchase and mobile marketing (see page 7). Even the hardest-pressed visitor should be able to make time for some bite-sized learning.

For Allchild, industry buy-in is key to the show's success. "I include the associations in my team," he says. "I have the value of their experience. I'm very responsive to suggestions for new topics for seminars. And by publicising them via email bulletins, we can be as up to date as we want to be."

For their part, the main industry bodies have once again signed up to endorse PME. The ISP is also using the event as a focus for one of its Chairman's Dinners - in this case a lunch on the first day of the show - where senior figures in the industry get together to discuss major issues affecting the industry. ISP chairman Clive Mishon is currently drawing together a guest list and programme for discussion.

"As the exhibition is based in London, where a large number of our member agencies are based, it carries added gravitas," he notes, adding that has become the number one show of its type in terms of exhibitor numbers. "We are holding a number of events at the exhibition and this year we will be focusing in particular on the growing role of procurement in promotional marketing."

Aside from the educational strand, a key function of any industry show is products. Naturally, PME will feature all the latest from the world of promotional marketing, not least on the BPMA stand, which will feature a Hot Product Zone of innovative ideas.

"This is an important exhibition for all our members, providing the perfect platform for them to showcase their business services and products to the industry as a whole," says BPMA director-general Gordon Glenister. "Given that the majority of people visiting shows like this are primarily looking for new product ideas and helpful advice, we've found that a combination of seminars and product innovation showcases works really well on our stand and has greatly benefited our members."

The face-to-face aspect also appeals, as VA director-general Andrew Johnson notes. "In this age of MySpace and Facebook, we cannot overlook the value in face-to-face business interaction and good old-fashioned conversation. The Promotional Marketing Exhibition provides a great opportunity to network and forge new business relationships."

Allchild is certainly happy with the interest the show has provoked and predicts something of a "surge of interest" in promotional marketing this year.

"There's nothing better than to go to a show, pick up an item, talk to people about it, network and be educated," he says. "You can't do that sort of thing sitting in front of a computer."

VITAL STATISTICS

When: 15-17 April 2008, 10am-5.30pm (4pm on final day)

Where: National Hall Olympia, London

Getting there: Nearest tube is Kensington Olympia. Change at Earls Court for the District Line. Parking is available at Olympia, but pre-booking is advisable, see www.eco.co.uk

Registration: www.promotionalmarketing exhibition.co.uk.