In a move strikingly similar to the U.S. Direct Marketing Association’s transformation of its spring conference to an Internet-focused show, Reed Exhibitions yesterday launched New Media Marketing, a new conference that will run concurrently with the March 14-16, 2000 International DM Fair at Wembly.
The DM Fair–this year’s concludes today–traditionally attracts only a small number of new media exhibitors. Malcolm Whitmarsh, director of Reed Exhibitions, said that while attendees of both shows will be able to go back and forth between the two events, New Media Marketing (http://www.nmmexpo.co.uk) will have its own marketing campaign.
“We want to go out to individuals who don’t buy into the fair because it’s not their core market,” Whitmarsh said.
Ian Hughes, managing director of MM Electronic Business Solutions, and a longtime organizer of the fair’s “Surf City” Web demonstration area, was in favor of the move, noting that the Internet is no longer the province of only “wide-eyed people with ponytails.”
“The fact is, consumers are getting wired even faster than I expected,” he said, noting that Forrester Research recently reported that there are 62 billion pounds of electronic business annually in Europe, 56 billion of it in business-to-business.
Adam Sutcliffe, new media manager of pres.co, an online marketing consultancy, said while he thinks the show is a good idea, there is a danger of market saturation “because there are loads and loads of Web-type confeences, many quite successful.”
“There’s certainly a lot of interest,” agreed Guy Timewell, marketing manager at pres.co, adding that because new media is so different from traditional direct marketing, new media companies may be more inclined to exhibit next to similar firms, rather than envelope manufacturers and list brokers.
While pres.co will likely stay in the main fair hall next year as part of its parent company prime com’s exhibit, online ad sales firm 24/7 Media Europe would “most certainly” take space at the new show instead, said business development manager David Woodrow.
Traditional direct marketers are usually sold on the Web once they’re aware of how consumers can be targeted online, Woodrow noted. “I’m amazed there aren’t more new media people here.”
New Media Marketing will occupy a third exhibition hall at Wembly adjacent to the DM Fair, with space for an estimated 70 exhibitors. Whitmarsh said Reed is moving cautiously, as it is uncertain of the size of the market. The show could eventually be folded back into the fair, or spun off as a completely separate event, he noted.
Colin Lloyd, chief executive of the U.K. DMA, isn’t in favor of a spin off. “That would be a big mistake,” he said. “It’s all part of the same process. We need to bring DM into this new environment and make it seamless.”
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