A View from the Zone

Justin Ratcliffe – chief executive officer – November 2009

So Interbuild 2009 is consigned to history and we all start thinking about and planning for the 2010 version. The show, like any other I guess, has its hardened critics and they will have jumped on the empty spaces in Halls 4 and 5 and the ‘missing brands’. Admittedly I have always been a glass ‘half full’ person but there was actually plenty to lift the spirits.

For CAB it was our largest ever venture at the show with a large ‘Aluminium Village’ at the entrance to Hall 5 that was strongly branded and headed up the Aluminium in Construction Zone. The 150m2 stand was set up with member companies taking the four corners which wrapped around a CAB information area and lounge. The show proved highly successful for all – we were able to communicate with over 50% of our members – more than ever before. They along with other supply chain companies were seeking any additional ‘edge’ that our member services could provide. This has become a trend that colleagues in the other material trades are discovering too – surprising perhaps in a recession, but a clear sign of the value that Trade Associations can offer.

Some considered now was the time to start targeting architects through the use of the seven CAB CPD Seminars, while others were interested to learn about the level of technical information available in the public and member only areas of the CAB website.

Success at any show is measured in terms of quality of visitor and quality/volume of leads. Despite a drop in visitors to the show overall, there was clear evidence that within the Aluminium Zone the stand visitor was more project-driven that in previous years. Research in the area highlighted that as many as 80% (typically 60%-80%) of the stand enquiries were rated ‘excellent business development potential’. The show organisers had worked hard to bring new initiatives such as Sustainability Street and BSF to the show and while some of these had arrived late onto the scene it was clear that they had had a direct influence in attracting new specifiers from both the private and public sectors.

With more ‘brand names’ expected to come back in or sign up afresh for 2010, the show would appear to have a positive future. A common theme when talking to a wide range of attendees over the four days was that it was impossible to disregard the continued unpopularity among exhibitors for an annual show format but it was still considered essential to have a strong construction show outside of London. Overall you just felt that there were too many positives to take away from Interbuild 2009 for it not to go on, proving the doubters wrong in 2010.