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years, which may well be down to some of the pre-show promotional activities carried out by the organ- isers.
According to Wu, SingEx carried out 10,000 cold calls to potential visitors prior to the event carried out substantial research to identify levels of awareness at the show and carried out activities such as regional road shows to boost at- tendance.
“We have been reaching out to the Generation Y segment, as the age group we are most look- ing to boost,” said Wu. “We’ve also initiated a pre-event business matching platform carried out on a highly personalised basis. In to- tal, we managed to make ca. 400 matches prior to the event. In ad- dition to this, we’ve added more social activities such as pre-event
networking for exhibitors and our “Beer O’Clock” events at the end of each exhibition day.”
According to Wu, SingEx will also be carrying out a similar strategy to boost the success of next year’s Tyrexpo Africa event. Indeed, the company says it is looking to achieve double-digit growth in both the Asia and Africa markets.
“What we have found over the last few years is that the old for- mula for marketing exhibitions no longer works,” said Wu. “We are therefore commencing our mar- keting of events much earlier than we used to and trying multiple formats in order to attract both at- tendees and exhibitors. At the end of the day we have to create the right business platform to make it interesting for people to exhibit. We believe we are achieving this.”
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