The MICE industry continues to bemoan rival events, particularly in the exhibition sector, which are held sometimes a mere few weeks straddling the long-established similar show. The established show has spent the time and indeed many mega-Rands to create a well-known position that both exhibitors and visitors just diarise each year and participate in – one way or another.
Along comes a ‘rival’ show with similar name and certainly the ability to draw the same exhibitors and visitors as the well-known show. Exhibition organisers have – over a lengthy period – cried ‘foul!’ and have turned to their member association to sort it out. With all intent and purpose – it is difficult if not impossible for a member’s association to stop or even reprimand a copy cat show owner. It has been attempted – even via the Courts – with limited success for a variety of reasons.
Before rushing-off with all kinds of complaints – there is another side to this coin. If the established show is undertaking effective research with serious outcomes to upgrade and refresh the show’s content and (perhaps) image – surely neither exhibitors and/ or visitors would even consider ‘defecting’. Loyalty is a strong motivation to remain with an ongoing show. It’s up to the organisers to keep their finger on the show’s pulse so that competitors do not even attempt to ‘rain on the established organiser’s parade’ .
