Fresh RM

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Fresh RM
Hotelympia - Presentation to CESA Council
Meeting Summary of Strategic Brand Review 18th
July 2007
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Quantitative and Qualitative Methodology
Samples

• Quantitative
• 122 telephone interviews in March/April 2006,
  evenly split between Visitors Exhibitors
• Visitors 45 Non Visitors 17, with 6
  International
• Hotels16, Pubs Bars15, Restaurants16,
  Contract Catering 15
• Exhibitors 41 Non Exhibitors 19, with 6
  International
• Catering Equipment 15, Food Drink 15,
  Interiors Tableware 15, Hostec/Technology
  15

• Qualitative
• Total 36 interviews combination of face to face
  telephone
• 10 Internal 15 Exhibitors/Non Exhibitors 11
  Visitors/Non Visitors
• Mix of customer groups.

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Summary Of Hotelympia Brand Review
Exhibitor/Visitor - Views on events in general
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Which buying/selling activities are preferred by
Exhibitors?Q2. How important are the following
activities in your overall sales and marketing
approach?

• Sales force and personal recommendation of
  highest importance to all exhibitor groups
• Major events were ranked 3rd amongst exhibitors,
  suggesting they are still important
• Events considered of little importance to non
  exhibitors....suggesting that Hotelympia is not
  being singled out by them
• Proprietary networking events were ranked last by
  non exhibitors, indicating that these are not
  replacing the larger events in their approach
• Responses largely reflected the qualitative
  exhibitor interviews where activities were ranked
• salesforce
• internet
• major exhibitions/events
• CE responses were largely in line with these
  overall views

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Which buying/selling activities are preferred by
Visitors?Q1.1How important are these activities
for finding out about meeting new
suppliers?Q1.2 How important are these
activities for finding out about products
services?

• Major exhibitions and personal recommendation
  were highest ranked
• Consistent across all visitor groups and non
  visitors
• Suggests that visitors place more importance on
  events than exhibitors do
• ...or perhaps than exhibitors realise
• Internet increasing in importance but not yet
  overtaken traditional routes
• Particularly true in Pubs Bars where Trade
  Journals, Networking Events and Advertising still
  score highly

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Compatible objectives?
Visitors 1) Seeing new products, ideas and
accessing information 2) Meeting suppliers
seeing their products 3) Networking 4)
Buying at/after the event
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Summary Of Hotelympia Brand Review
Visitors - some key facts
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Why do visitors attend exhibitions?Q3 What is
your main reason for visiting an exhibition?
Spont No. of mentions
The overwhelming spontaneous response from
visitors is to see new products services and
innovative ideas
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Groups Buying/Selling Overview

• Consolidating Bass, Punch, Compass etc
• Distribution driven
• Disciplined buying large decision making unit
  long lead times
• Tender process strong negotiation position
• Planned equipment replacement

• What are they looking for?
• A strategic approach
• Joint product development to diversify
  penetrate new markets
• Customized product/service/support offer
• Customer/market insight to inform their
  strategies
• A supplier USP

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Independents Buying/Selling Overview

• Largely owner/operator and wholesaler driven
• Undisciplined buying, personal preference,
  fragmented supply
• Unplanned equipment purchasing
• Fast decision making take new products/ideas
  quickly
• Weaker negotiation position
• Exert less control over product specification
• Unable to drive prices down to achieve best
  terms

• What are their issues what are they looking
  for?
• New products/ideas to develop their business,
  improve margins and
• compete with chains food/menus/proposition/equi
  pment
• Practical insights on consumer market trends
• Help to improve key skills competencies
• latest food storage, preparation, serving
  techniques
• dealing with new regulation minimum wage,
  health safety etc
• property management/development/maintenance
• negotiation skills suppliers, lease/rental
  agreements etc
• developing strategic plans articulating
  financial goals

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Summary Of Hotelympia Brand Review
Exhibitors/Visitors - Views on Hotelympia
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For those who were not at Hotelympia why
not?Exhibitors Q7 Visitors Q6 If you were
not at Hotelympia why not? No of Mentions.
Show seen as Too Expensive by those who did
not exhibit....except amongst Hostec
exhibitors who primarily felt it was not
relevant or lacked focus.
Time pressure was the overwhelming reason
given by non visitors for not attending....rather
than lack of relevance or preference for other
shows. Qualitatively, most non attendees had
wanted to go.
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Quantitative Overview - Exhibitors - Overall
Perceptions Q11. How do you rate the following
aspects of Hotelympia from being at this years
show?Quantitative prompted responses
f) First in all groups except CE where top scores
were, No. of visitors
7.6 Location at Excel 7.6 Pre show
marketing 7.6 Quality of visitors
7.4
j) Rated highly in all groups except
FD ....ranked last
h) Overall rating lowered by Hostec respondents
i) Overall rating lowered by Hostec.... ranked
last with score of 2.5
c) Low ratings in all groups. Lowest in CE at 4.6
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Quantitative Overview Exhibitors Overall Rating
of HotelympiaQ10. How do you rate Hotelympia
overall from exhibiting at this years show?(1
Very Poor and 10 Excellent)
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Quantitative Overview - Visitors - Overall
Perceptions Q10. How do you rate the following
aspects of Hotelympia from being at this years
show?Quantitative prompted responses
Overall picture suggest s visitors value the
broad scope, and that event can deliver a wide
range of quality exhibitors and new ideas.
f) Ranked lowest in both Hotels and Pubs/Bars
c) Low rating in all groups
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Summary Of Hotelympia Brand Review

• Exhibitors/Visitors
• Views on Hotelympia the Brand

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Hotelympia....a Brand?Awareness standout
Hotelympia is an important show...it is seen as
something specifically for the industry (Hotel
non visitor) It is a brand...it is
special...it encompasses everything you need
(CC non visitor) It is a unique
show...everyone in the industry comes...they
enjoy coming for the buzz (Hostec exhibitor)
It is recognised for the competitions...good
ideas...equipment...and as a social club (CC -
visitor) It is different...more to see the
different areas are good (CC visitor) It
is prestigious. Everyone knows it...everyone
wants to go...everyone talks about it afterwards.
It is a great day out a nice way to meet with
people (Restaurant visitor) I had not
heard of it beforebut I know through my
colleagues it has some kudossome standout in
the industry (CE non exhibitor) It is
definately a brand and is different from other
shows. I will make more time to go to it
than other shows (CC visitor) My boss would
let me go to Hotelympiabut probably not to other
shows (Pubs visitor)
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Hotelympia....a Brand?Direct link to industry
roots
Hotelympia has a strong brand which carries
kudos. It stands out...from my days at college my
teachers told me about it and that I must go
(Pubs visitor) It is well known in the
industry from students upwards...they get
introduced to it early on. It is one of the
better shows...even now when there are more
(shows) I would always choose it (Restaurant
- non visitor) It is a recognised brand for
chefs bartenders...they get involved in the
competitions. I would value someone with a
Hotelympia medal more than someone else
(Hotels visitor) It is great for
students...they can see all the big chefs...and
will aspire to them (CC visitor) From
the chefs point of view, the industry needs this
show (CEexhibitor) But.... It used to be a
stronger brand...was great when I was a student
chef...I wanted to go...but now it is not so
good (Hotel visitor) People who are new to
the industry may not have heard of it...think it
is just another show ...longer term people will
know it (CC non visitor)
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Hotelympia....a Brand?The quantitative view
An institution which benefits from its breadth,
and special atmosphere.
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Hotelympia....a Brand?The Catering Equipment view
CE views on the Brand were generally in line with
the overall views, recognising its special place
in the industry, as well as having commercial
value, delivering a special atmosphere and a
potentially enjoyable experience.
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Hotelympia....a Brand? ?
A highly regarded and well liked
institution.... with standout, kudos
goodwill... especially amongst visitors.... and
foundations in the grass roots of the
industry.... ....but needing to
revitalise and maintain relevance to a new
generation
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Synopsis

• Overall hospitality/foodservice market growth
  with consumer trends driving evolution in
  specific areas
• food as leisure....eating as an experience
• fast, casual dining, with increased snacking,
  meal occasions locations....extended dayparts
• experimentation....and healthy eating
• Internationally UK leads Europe in development of
  foodservice
• Exhibitions/events still playing an important
  role in this sector in UK
• Main competition coming from supplier salesforces
  (and possibly growth in local/supplier events)
• Hotelympia is losing Exhibitors/meterage/revenue..
  ..but maintaining overall visitor numbers
• Hotelympia has genuine Brand value....but needs
  revitalising and engagement with new generation
• Contd.

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Synopsis

• Broad range is key to the event....but needs
  balance, and critical mass for each sector
• Visitors
• Group visitors looking for strategic
  partnerships with suppliers/exhibitors
• Independent visitors looking for more
  practical partnerships with suppliers/exhibitors
  
• all visitors looking for new ideas at
  exhibitions/events
• Exhibitors
• want more of a partnership with organisers
• do not fully understand /or deliver what
  visitors (their customers) are looking for at
  exhibitions
• CE, IT, Hostec looking for increased traffic
  flow and interest
• think the show is expensive....but only carry out
  limited evaluation
• Exhibitors visitors looking for improved
  networking opportunities formal informal
• The visitor attractions are an important part of
  the event
• live/chef shows are integral to the Brand
• presentations have potential to deliver more
  added value for visitors

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What does Hotelympia need to do?

• How?
• Help them understand the Brand... different
  visitor groups...
• ...what motivates them. Help them deliver a
  better event proposition
• Increase traffic/interest levels for CE, IT
  Hostec
• Provide new exhibiting opportunities
• Provide improved networking opportunities
• Improve evaluation approach definition of value

• Exhibitors
• Help Exhibitors
• maximise the
• value they get
• from Hotelympia
• Attract new
• Exhibitors

• How?
• Strengthen Brand connections with grass roots of
  industrys new
• generation
• Ensure Exhibitor propositions better reflect
  needs of various visitor
• groups
• Increased support education/knowledge for key
  visitor groups
• Provide improved networking opportunities
• Target more European/international visitors

• Visitors
• Maintain/build
• on the benefits the
• Hotelympia brand
• offers
• Maintain/grow
• number (and
• quality?) of visitors

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Summary of Detailed Recommendations

• Partnership approach required between organisers
  and exhibitors
• share your knowledge/info to help them get better
  value from the event
• Visitor insights explain what they want from
  the event and the exhibitors
• Hotelympia Brand help them understand its
  value...and the role they play in its success
• Re-energise the Hotelympia Brand
• you have a strong Brand property....you need to
  maintain its value and relevance for the new
  Hospitality/Foodservice generation
• Expand the exhibiting opportunities
• the range/breadth of the event is vital for
  visitors....
• and this will attract new exhibitors
• Build on expand the visitor attractions
• live shows, demonstrations, participative
  elements etc
• these are part of the lifeblood appeal of the
  event
• Improve networking opportunities for both
  exhibitors visitors
• meeting people is essential for everyone....and
  the show can do better

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Key Issues and challenges
1. Expand exhibiting opportunities
Strategies and tactics

• Develop significant new revenues through e
  launch of Hospitality Update
• Expand exhibiting opportunities
• Tabletop
• Décor and Design
• Bathroom and Spa
• Premises and FM
• Careers in Hospitality

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Key Issues and challenges
2. Customer fulfilment
Strategies and tactics
Build stronger partnerships with key exhibitors
and associations Ensure that visitors needs at
show are better fulfilled Increase support and
education for visitors Improve formal networking
opportunities
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Key Issues and challenges
3. Brand Equity
Strategies and tactics
Review, clarify and strengthen brand
proposition Increase and strengthen grass roots
connections to visitor communities Increase the
breadth of the show Incorporate clear brand
messages and value in communication
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Key Issues and challenges
4. Internationalisation
Strategies and tactics
Drive to attract European visitors Continue to
grow revenues from relevant territories
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Value Proposition
Hotelympia is your opportunity to be part of a
prestigious UK industry institution. It is the
only event which brings together such a broad
cross section of the hospitality and foodservice
community.....attracting more suppliers from
catering equipment, food drink, interiors,
tableware and technology, and operators from
across the foodservice spectrum than any other
event....and showcasing the widest range of new,
cutting edge products innovations. Hotelympia
provides a uniquely relaxed, yet lively and
dynamic environment in which you can really
enjoy.....catalysing your business growth by
meeting key contacts, discovering new
ideas/solutions, and accessing vital business
information.....socialising with friends
colleagues from across the industry.....and,
being entertained by the renowned (Hotelympia)
live shows and competitions.
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2008 Update

• Hotelympia 2008 Alive with Ideas
• Networking focus
• Co-located and new events
• Build on International Sunday idea
• Steering Committees for all areas
• Focus on exhibitor ROI
• Sustainable Futures Programme
• Catering Hall 85 allocated

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