Q & A with Ian Allchild

Ian Allchild, has been involved in the promotions sector since the late 1970s and has not only watched the industry flourish and diversify, but has been a catalyst in its development. As well as having a history in the sector, Ian also has his eyes firmly fixed on the future of the industry. This year he and his well-known team (including Simon Tilley and Gail Holm) launched his 4th exhibition in the sector.

The Promotional Marketing Exhibition ran at the Barbican in March and was so successful that it moves to a larger venue at Olympia’s National Hall for the 2007 event, 17-19 April. So, with his sound knowledge of the past and his positive and proactive view of the future of this industry, promotionalmerchandise.org.uk decided to canvas his views on the sector and its attitude to exhibitions.

Q. Take us back to your first impressions of the promotions industry?
A. I first became aware of the vibrance of the sector when I was involved in publishing one of the industry’s magazines.

At that time, consumer promotions were rife, you could not fill up your car with petrol, or buy your groceries without becoming the proud owner of a key ring, plastic daffodil or some other giveaway. You may laugh now, but people avidly collected the daffodils and you could say the industry blossomed from there. Tea towels, T-shirts, mugs and pens were also used as promotional items at that time, and are still important items in the promotional mix today.

As a salesman for the magazine, it struck me how enthusiastic and energetic those involved in the industry were about their products and the opportunities for promoting them. However, they wanted to be sure the routes to market they used were cost effective and well targeted.

I decided to offer them another route to market. I left the magazine in 1983 and launched ‘Incentive 84 – The National Incentive and Sales Promotion Exhibition’ at the Barbican and then, as with the current exhibition, moved it to Olympia. Some of those first exhibitors are still with me today (even though they may represent different companies) "– they are loyal because the formula works.

Q. So what is the formula for a successful exhibition?
A. To be successful, organisers need to work with the trade associations and organisations involved in their particular sector.

The Promotional Marketing Exhibition enjoys the support of the major industry organisations: the British Promotional Merchandise Association, the Institute of Sales Promotion and the Voucher Association and we are working with each of them on different initiatives to ensure that the show is relevant, meaningful and beneficial to their membership,

Edwin Mutton, Director General of the ISP is quoted as saying, “'The ISP was enthusiastically behind the re-emergence of an industry show in London. We are delighted that the success of the Promotional Marketing Exhibition 2006 means that next year it moves to Olympia and continues to develop.

'We look forward to working together with the organisers to
ensure that the 2007 event will continue to be of relevance and benefit to our members and the wider SP community, who exhibit and visit the show.'”

Organisers also need to listen to the advice and the requirements of the exhibitors and visitors. They need to know the movers and shakers in the industry, but they also need to BE the movers and shakers in the industry. Attending other industry events and being involved with the industry media is essential. In short, a successful organiser needs to be 100% involved with the industry they are showcasing.

Customer care is also vitally important. At Volume Exhibitions Limited we don’t see the signing of an exhibitor contract as the end of the matter, we see it as the beginning of a long journey together where we work hand in hand to ensure a positive outcome for all concerned.

Choosing a suitable venue and working with that venue to market the show is also imperative. It’s as much in the interest of the venue that visitors and exhib

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