“A recent study by the Association of Exhibition Organisers appears to confirm what many of us have suspected for some time: while big industry shows are in decline, smaller more focused events continue to thrive.”
This is the view of the Southern Manufacturing show's director Phil Valentine and perhaps with justifiable reason. Last year, with the country gripped by recession, the Farnborough-based show generated probably the biggest attendance in its thirteen year history, yet despite growing visitor numbers, show organisers European Trade & Exhibition Services (ETES), remain committed to the idea of an easily accessible event, open to all.
“To be successful,” says Mr Valentine, “a show has to produce a return on the investment that visitors and exhibitors put into it – whether that be an investment in exhibition space or an investment in time spent at the show.”
There is no doubt that Southern Manufacturing is held in high esteem by many of its regular exhibitors and visitors, but aside from such sentimentality, there is one factor above all others that draws attendees year after year: “It's simply that it delivers,” comments Mr Valentine. “At the end of the day, attending an exhibition is a straightforward business decision: is it worth my time and money – will I get a return on my investment? With Southern Manufacturing it's such a well established, well attended event, that it's an equally straightforward question to answer.”
Accessibility is a key factor in the Southern Manufacturing show's popularity both in a physical sense, and in the fact that it is open to a wide number of exhibitors – a large proportion of whom are smaller enterprises from across the south and west of the UK. The combination of diversity, convenient location and familiarity is a powerful magnet that attracted over 5,000 attendees last year.
“The location of the show is a major factor in its popularity,” continues Mr Valentine. “The FIVE site is close to the M3 and is well served by public transport so it is exceptionally easy to get to. We also have free entry and free onsite parking so visitors can fit a visit to the show into their normal working day and situated within easy reach of the rich seam of engineering businesses dotted along the Thames Valley and the south coast, the location could hardly be more convenient.”
The show is actually three shows in one: Southern Manufacturing, Southern Electronics and Auto-Aero – the newest section of the show, dedicated to specialist automotive/aerospace precision engineering. The co-location of three such closely related events means that it is possible for visitors to see a broad range of products and services in a short period of time. For Phil Valentine, this is a unique attraction.
“Almost all engineering-based businesses have a diverse range of needs. For example, most electronics manufacture or sub-assembly involves mechanical operations, and many manufactured products include an element of sub-assembly work. Whatever the line of speciality, every workshop requires tools, storage and cleaning materials. Southern Manufacturing and Auto Aero is the only event that caters for this range of needs.
“The scope of the show enables visitors to see everything from the latest CNC machine tools to the humblest circlip in a single visit,” he adds. “Last year's show gathered together around 500 companies, occupying an exhibition area of 3,500m². No other event delivers the chance to meet such a broad range of companies in a single visit, nor for exhibitors to bring their services to the attention of some of the UK's biggest buyers.”
A small selection of the products and services on show in 2010 will include: CNC machine tools and machining centres; robotics and automation; electronic components; CAD/CAM tools; advanced adhesives, fasteners and joining technology; laser cutting; packaging solutions; labelling and marking; pressings; fabrications and enclosures; metrology and test equipment; coating and finishing; motors, drives and controls; and handling and storage solutions.
Technology trails guide visitors around the event, allowing them to make the most efficient use of their time at the show. Specialist areas such as the Machinery Centre, where the latest machines can be seen in action, make it easy for visitors to find what they want quickly.
New for 2010, the show also now has its own blog at www.sme2010.wordpress.com and a presence on the business networking site LinkedIn, allowing visitors to meet and start interacting with exhibitors before the show has even opened its doors.
But it's not just about products and services. Visitors can also participate in any of the free technical seminars that run over both days of the event. These sessions are an ideal opportunity to hear acknowledged experts in their fields deliver presentations on a broad range of technical and business topics. Sessions for 2010 include: ‘Supplying to the Aerospace/Automotive Sector', ‘Value Stream Management' and ‘Supply Chain 21st Century'.
Entry to all three shows and the seminars is free to business visitors, and FIVE Farnborough offers free car parking, good access by road, rail or air, and a wide selection of local hotels and restaurants.
Southern Manufacturing
www.industry.co.uk/southern
