'Counting down the steps to launch'

"You just have to pay attention to what people need and what has not been done."

This quote sprang to mind this morning as I strolled along the Liverpool waterfront to my new workplace at Exhibition Centre Liverpool.

As I launch a new career in a new city I started thinking about the support in the industry for new start up’s and show launches. This industry is built on innovation and big ideas with an entrepreneurial spirit prepared to take risks to turn an idea into reality.

So, say you have paid attention and recognised a gap in the marketplace, you are totally tuned in to what people need and you’re pretty sure you have the next big idea to launch to market.

What are the most important steps to launch, and where do you start?

Here I’ve listed some suggested key steps to launching an exhibition, based on the experience of the team at Exhibition Centre Liverpool, to provide some insight to ensure you get the most out of the organiser / venue partnership. 

STEP 1: Identify the right venue for your event

During the morning stroll, once I get past the newly renamed ‘Royal Albert Dock’, the complete venue package that forms The ACC Liverpool Group comes into view. The futuristic Echo Arena, multi award winning ACC Liverpool and the ￡65m Exhibition Centre Liverpool form a remarkable partnership on the banks of the River Mersey.

It really is astounding to think that none of these venues had been constructed just 10 short years ago. Yet in 10 years the city has been transformed through a programme of regeneration and investment that has positioned the city at the centre of the UK’s second largest regional economy with access to fifteen million customers within 2 hours drive.

Identifying the right venue is the most difficult part but I would always say that venue flexibility is key. At Exhibition Centre Liverpool this area is more than covered. The purpose-built exhibition venue has 8,100sqm of space which can be divided into three halls, an abundance of meeting rooms, networking areas and some pretty spectacular views. 

So, if appropriate you can start small with one hall of 2,700m2 and minimise your risk then you can take advantage of Exhibition Centre Liverpool’s flexibility and grow along with your audience and exhibitor base over the following years.

With the number of exhibition start-ups in the UK growing exponentially your initial step of finding the right venue and audience is crucial to success but one that seems like a fairly simple decision to me... 

STEP 2: Location, location, location

Linked to step 1, and just as important, is the visitor and exhibitor experience. Consider whether the venue is easily accessible via road, rail and air, and what the overall destination offer can add to the visitor / exhibitor experience. In my previous city there was a fair amount of ‘craic’ but in just over a week I’ve had a whirlwind introduction to Liverpool’s cultural, retail and night-time economy and can assure you, your visitors will be blown away and surprisingly not out of pocket as the venues Privilege card is packed full of discounts for guests to sample the delights of the city.

May seem obvious, but you’d be surprised by reactions to the city from first timers such as myself!

STEP 3: Obtain a tailored commercial proposal with opportunity to grow

Now you have identified the venue, you need to get down to the business of negotiating contracts and tenancy terms!

Even if you have no or little experience in contract negotiations once you start it’s a pretty straightforward and simple process. My top tip is to always ask for a tailored proposal so you can see what services, terms and conditions are included in the tenancy and ALWAYS get a solicitor to look over the contract before you sign. At Exhibition Centre Liverpool, the team have the industry knowledge and experience to guide you through this next step and will be with you every step of the way. You bring the big idea and we will support you to launch that idea to the market. 

STEP 4: Build your team

Now to the exciting part! Building your first events team. I think there are plenty of similarities to launching a new career. There are plenty of unknowns involved, and you need to have all the key elements covered to ensure you will be successful.

I think this is where the team at Exhibition Centre Liverpool have exceeded my own expectations. The ‘At Your Service’ package offered to clients provides a comprehensive list of services that allows the venue to work in a partnership approach.

For example, all clients are provided with an experienced Key Account Manager and Event Manager with additional Marketing, Ticketing and Operations support if required. These services help take the stress out of running your launch event, providing a seamless service. You may not have the largest team at your disposal, but you can count on ours as an extended part of yours. 

Personally there is no better feeling than nurturing a relationship, growing events and delivering memories for you, your attendees or delegates. 

STEP 5: Get ready for take off

If you have the next big idea and require a launch pad then speak to the team at Exhibition Centre Liverpool who will help your idea take flight.

You can message me here, email me on [email protected] or call me on 0151 703 7265.