Strategic decisions

AMR International helps clients build business strategies for sustainable growth, EN talks to CEO Denzil Rankine about the value behind the decision process.

Twitter Facebook Google+ LinkedIn
Denzil-Rankine-001.jpg

It was the simplicity and complexity of exhibitions that first drew AMR International CEO Denzil Rankine, to working in the events industry.

 

Specialising in business growth strategy consulting for clients, the consultancy supports growth, both organic and through acquisition and has acted as a trusted advisor to major companies and investors across the globe.

 

“I founded AMR International 25 years ago – we were one of the first consultancies to provide commercial due diligence. I saw the gap in the market for speaking to customers before buying a business,” he tells EN.

 

“About half of our work is linked to acquisitions – helping organisers decide if they should acquire other businesses. The other half of strategy work includes growth strategy and performance improvement such as launch reviews, operational re-structure and price optimisation.”

 

As well as exhibitions and events, the firm also focuses on industry sectors: media, information and technology, and industrials.

Described as a “mirror of the industry” Rankine launched the company with an office in London and expanded to New York and then Paris, and has worked on the ground in 40 countries.

 

“We believe in original primary research – although the key is to ask the right questions and then combine this with strategic analysis,” he explains.


Over the years AMR International has built up a strong client base through its sector expertise and now find the team working with all of the major players across the globe and smaller ones too.

 

“It’s all about understanding customers," he says. "We have seen massive amounts of research in the industry and the common theme is not asking the right questions, failing to get under the skin of visitors and working out how to translate their needs into a successful event. It’s not rocket science, but it does require taking a step back and putting a cold towel on your head.”

 

Strategies

“Customer-centric means putting our clients’ customers are at the heart of our work. A lot of strategy is based on assumptions about what customers might value, or what others think they want,” he explains.

 

“We understand the range of challenges faced by our clients’ customers, how their markets are changing, and the inefficiencies in their processes, how their workflow is changing and why their competitors are successful. We then interpret all that to develop strategies that work for customers – not ones that just sound good in a meeting room.”

 

The firm recently helped a major exhibition organiser in Europe review its digital solution.

 

Through AMR’s research and analysis, the firm found that the visitors and exhibitors were not adopting the product.

 

“We were able to define and rank the aspects that would increase the adoption and enhance the visitor exhibitor experience and exhibitor ROI. We found the opportunity to expand revenues by millions and at the same time to make events more relevant to their audiences through the use of this digital solution.” The results are being rolled out right now.

The future of events

The digital revolution has not impacted events much up to now, says Rankine, while it has devastated business publishing.

 

“We are now at the stage where it will matter and it will lead to a separation between the more sophisticated organisers and the others.

 

“We are seeing more focus on the needs of the visitor base, with continuing investment in digital tools, in show content, but most importantly in data." He adds that this trend is most in evidence in mature markets, but international organisers are also taking this approach into their events in emerging economies.

 

“Everyone agrees that face-to-face will remain important, but few have really clicked the extent to which this will be supported by data and digital.

 

“To date, most of the investment in digital has been directed towards improving show performance, but AMR believes that technology will provide the opportunity for new, meaningful revenue streams for organisers,” he concludes.

 

This article was first published in the November issue of EN. Any comments? Email Annie Byrne

Twitter Facebook Google+ LinkedIn

Related Stories

Artexis Easyfairs wins the 2017 UFI Education Award

UFI, the Global Association of the Exhibition Industry, has named Artexis Easyfairs as winner of the 2017 UFI Education Award.

New Upper Street Events CEO announced

Upper Street Events (USE) announced today that Julie Harris, formerly group managing director of Immediate Media Company, has been appointed as CEO.

Elsewhere on EN

Artexis Easyfairs wins the 2017 UFI Education Award

Artexis Easyfairs wins the 2017 UFI Education Award

UFI, the Global Association of the Exhibition Industry, has named Artexis Easyfairs as winner of the 2017 UFI Education Award.
The NEC to drive 2022 Commonwealth bid

The NEC to drive 2022 Commonwealth bid

The city of Birmingham is to place The NEC at the centre of its bid to host the 2022 Commonwealth Games.
New Upper Street Events CEO announced

New Upper Street Events CEO announced

Upper Street Events (USE) announced today that Julie Harris, formerly group managing director of Immediate Media Company, has been appointed as CEO.

The Showlite Heroes

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
Come to Confex and be inspired

Come to Confex and be inspired

The exhibition and events industry is all about the power of face-to-face, the art of exhibiting and networking with old friends and new, which is why EN would like to personally invite you to attend International Confex to learn more.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.

Latest News

Artexis Easyfairs wins the 2017 UFI Education Award

Artexis Easyfairs wins the 2017 UFI Education Award

UFI, the Global Association of the Exhibition Industry, has named Artexis Easyfairs as winner of the 2017 UFI Education Award.
The NEC to drive 2022 Commonwealth bid

The NEC to drive 2022 Commonwealth bid

The city of Birmingham is to place The NEC at the centre of its bid to host the 2022 Commonwealth Games.
New Upper Street Events CEO announced

New Upper Street Events CEO announced

Upper Street Events (USE) announced today that Julie Harris, formerly group managing director of Immediate Media Company, has been appointed as CEO.

Latest Galleries

London Dungeon Lates

London Dungeon Lates

The London Dungeons has launched a unique nighttime experience with the theme of the seven deadly sins. The adults only tour includes seven themed food offerings and a range of themed drinks.
This Morning Live

This Morning Live

Tens of thousands of fans descended on the NEC on 18-21 May for This Morning Live, to see talent from ITVs award-winning daytime programme arrive in style.
Ideal Home Show Scotland

Ideal Home Show Scotland

The Ideal Home Show return to Glasgow for its 70th Anniversary on 26-29 May, introducing the all-new Eat & Drink Festival to Scottish fans.

Latest Opinions

A one-time opportunity

A one-time opportunity

As the countdown continues to the GDPR, event profs need to prepare, says Hellen Beveridge, head of strategic insight at Circdata.
National mourning

National mourning

Mark Blair, divisional director of InEvexco, considers the insurance implications of the death of a monarch.
David's Inferno: The comfort zone

David's Inferno: The comfort zone

In the first of his new series of monthly columns, Cvent’s senior marketing director David Chalmers says it’s important to break out of the comfort zone.