Get Global in a nutshell?
Donna: Bespoke and very targeted show for the outbound MICE market.
Why did you launch Get Global?
Donna: We had both exhibited and attended trade shows over the years and we noticed that in Australia the international product remained elusive. Also for me, with the portfolio of products we represent it was important to get them to market. There was push back from a financial perspective and I thought there must be a better way to do this and keep it cost effective. I had a database but I needed a partner who was respected and connected to suppliers and Gary was that person.
What was the planning process like?
Gary: We had to look at the show to make it really something special, [looking at] what’s been done in the past and how we can improve the attendance from an exhibitor ROI and the buyers who are always asking ‘is it worth attending a show’.
Donna: When we set it up it wasn’t the Donna and Gary show, we very much collaborated with the industry. We had focus groups before we even formatted the show asking what they like or don’t like. We also wanted to make sure it was funky and hip and move away from that conservative restricted format. People are busy in their day to day and need choices. We wanted to turn it on its head and make it the sort of show people wanted to go to and a show that allowed them to maximise their time out of the office and connect with the right people.
How did you choose the format?
Donna: I was in Ikea one weekend and I thought ’you know what, this concept could work’ as in you are forced to walk through the whole store until you get to the exit. I think what was refreshing to a lot of people was if you were small operator you were on an even playing field. You weren’t going to be positioned next to an exhibitor that may have a big budget and a double storey booth. We wanted to create a level playing field.
Gary: What we did initially was ask ourselves what trade shows weren’t offering and how we could be different, and how we could really step it up a ring to make it the talk of the town. There were no hosted buyers because of the way it was being run at other shows, there was an opinion it was a waste of time. The same for prescheduled appointments. We really had an opportunity to make a difference and I believe that’s what we have done.
How are things shaping up for this year’s show?
Gary: We’ve doubled the number of exhibitors this year, new faces such as Peninsula Hotels, Tourism Fiji, Hilton Worldwide, Marina Bay Sands, Kathy Clarke Hawaii Events and Prince Resorts Hawaii. The industry waited to see how we went with the first show, so in some regards our second show is our most important show as we now have traction and have to build on this. The pressure is on to make that happen. But with new exhibitors coming on board and new initiatives on the show floor we are confident that we will double our numbers.