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exhibition news news8 JUNE 2011 senior-level decision makers are willing to sponsor trade exhibitions provided the packages are tailored, a new report claims.The findings were part of a whitepaper on the value of exhibitions put together by Emap Connect. The research was based on information from a selection of C-level executives across bluechip companies. The reasons to sponsor a B2B exhibition included visibility, ROI, client capture and internal relations. Specifically, executives said exhibitions allowed them to position their company as category leaders and expose their brand successfully; gain priority access to a sector; take advantage of a show's appeal to the broader media; demonstrate business attributes; block or annoy a competitor; change their image; generate sales and spend time with customers. However, concerns remain about their effectiveness and cost, which organisers must deal with in order to winover clients. Top of the list was the "elusiveness" of ROI and lack of sufficient research into sponsorship results. Other inhibitors include building and stand staffing expenses; poor previous experience; the show's lack of a track record and not delivering the right content for visitors.Report highlights sponsorshipsbluewater bookings grow as Vos signs upCounter Terror Expo builds international might expanded conference element. "There's a lot of money being spent here in the UAE on homeland security technology, so it's a good market in which to rollout our brand," Edwards continued. The launch follows the announcement of the show's American debut in May 2012 at the Walter E Washington Convention Center.Niche Events, which ran the third annual Counter Terror Expo UK for the last time before Clarion takes over, claimed 80 per cent of its 400 exhibitors have rebooked for 2012. The result was up from 330 in 2010. The show was also double its physical size year-on-year after incorporating both the Olympia Grand and National Halls. Just under 8,000 visitors attended up from 6,987 last year. "As the show becomes more established, exhibitors are bringing more equipment to showcase," Niche Events MD Peter Jones said.New show features included a bomb disposal demonstration theatre, surveillance equipment dark room and twice the amount of free seminar content around the show floor. Bluewater Events Venue has revealed 12 consumer exhibition bookings following its launch. The list includes VOS Media's new Vitality Show Boutique, which will be held at the venue in April 2012. VOS Media MD Damian Norman hoped to attract 20,000 visitors and 100 exhibitors to its first Bluewater launch. He said the idea behind Vitality Show Boutique is to take the top 40 per cent of the exhibitors from its parent show and bring them to Bluewater for a sister event. The Vitality Show will continue to run annually at the Business Design Centre. "Following the success we had with Vitality this year, we decided given the high footfall at Bluewater that it made sense to roll out a brand extension of Vitality at that venue," added Norman.The bookings report was made at a topping out ceremony marking the final phase of the venue's construction. Bluewater venue director Rebecca Cardozo said confirmed events cover health and beauty, craft, baby and toddler and gift markets. A new BBC Haymarket Good Food Show edition will also be launched at the venue. All planned events are feature-led and aimed at giving visitors an interactive experience, she said. Work on the 5,200sqm Bluewater facility, which includes two exhibition halls and a VIP gallery area, is due to be completed in late 2011. Bluewater's launch exhibition partner Clarion Events will run the first two shows in December.the bluewater topping out ceremony (L-R): Dartford borough council leader Jeremy kite; Dartford Mayor Patrick coleman; bluewater GM Andrew Parkinson; venue director Rebecca cardozo; MP for Dartford Gareth JohnsonClarion Events is launching Counter Terror Expo in the UAE this autumn. The news comes as the UK event claimed 80 per cent of this year's exhibitors have rebooked for 2012. Counter Terror Expo Arabia will take place at the Abu Dhabi National Exhibition Centre (ADNEC) from 31 October to 3 November 2011. According to Joanna Edwards, conference director at Clarion partner Mecom Forums, the decision to launch so soon came as a result of competing shows taking place in 2012. "We wanted to get something out into the market sooner rather than later," she told EN. 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