Lyme develops trio of trade exhibitions

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Media agency, Lyme Media and Events, is making its foray into the trade exhibitions space with three new shows covering sales, remote working and the cycle industry. The three, two-day exhibitions will run back-to-back in the 4,000sqm Jaguar Hall at the Ricoh Arena in Coventry in June 2011. All stands will be shell-scheme only and come as part of a package deal incorporating lighting, electricity, carpets, nameboard, website directory listing and show guide entry. Marketing manager and event manager, Adam Ginty said Lyme’s aim was to level the exhibitor playing field while reducing the cost of participating for small business and franchise owners. “Exhibitions are a fantastic way of marketing; the problem has been the cost element,” he claimed. The three shows are: the Sales Management Expo 2011 (15-16 June); Work From Home Expo (17-18 June); and Cycle Trade Expo (19-20 June). According to Ginty, each was about providing a relevant and new trade exhibition to its segment of the market. All stands at the sales and work from home events will be 3m x 2m and start from £1,450. Exhibitors will only be able to take two stands at each show. Cycle show stand options will be expandable to 20sqm. “It opens up an opportunity to get smaller businesses, or those that haven’t exhibited before, at these shows,” Ginty said. Lyme also has the option to extend the exhibitions space to 6,000sqm.Each exhibition will be supported by a media partner such as Bike Biz. Ginty was also on the hunt for association support to drive seminar content and had already signed up the Institute of Sales and Marketing Management. “We want to ensure content is endorsed by the industry – we’re not doing this to compete with existing events,” Ginty added. Lyme hopes to expand the sales and home events into regional UK roadshows outside the Midlands. In contrast, the Cycle Trade Show was expected to become a national, annual exhibition. Ginty was adamant all would remain trade-oriented and said Lyme had no plans to step into the consumer market in the short-term. The Sales Management and Work From Home expos are expected to attract at least 2,000 visitors across the two days, against the Cycle Trade Show’s 1,000.Lyme Media is owned by Jerry Ramsdale, the founder of the Fastener Fairs UK and European trade exhibitions and a UK regional media mogul. He sold the Fastener Fair portfolio to Mack Brooks Exhibitions Group in February.
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