70TH AIPH ANNUAL CONGRESS Making your Expo a Commercial Success Vincenzo Grassi Partner PwC Padova, Italy 17th – 22nd September
PwC Contribution to Expos Relev a nt Rela tionship s Only firm a t p rev ious A fra m ew ork w ith key the hea rt of exp eriences for Exp o the Mila n p riv a te sector (Asta na , d ev elop m ent Exp o 20 15 orga nisa tions Duba i, etc.) Globa l Truly globa l Lea d ing Deta iled Mega m ulti- PMO a na ly sis of ind ustry ev ents exp erience p a st Exp o’s exp erience know led ge 2
Expos are complex projects… Expos are memorable, but complex events A Great Opportunity…: Key features: • An Expo can be a monumental and magnificent • Multi year journey and 6 months undertaking that can have significant positive world, duration regional and local impact . • Lower brand recognition • An Expo can also bring more immediate and tangible • Necessity to engage Countries as benefits to both the host region and community and the Expo protagonists Expo’s participants . • Different degrees and types of support from International …But not Without Risks: Organizations • The lack of an accurate investment planning can cost • Lack of best practices and difficulties organizers millions and months of valuable time. to identify, in the host country, • While each event is unique, there are many common professional resources with relevant factors that, if understood and properly faced, would experience on specific topics prevent or lessen many of the key issues that tend to crop • B2B and B2C orientation of the Event up again and again in Expos. 3
…and need special attention Relevant areas to be addressed A country do not win the Expo but the right to organize the Expo and the interaction and An accurate investment the involvement of Countries is planning ensures the success An international Expo is a business the key for the success of the Event and requires careful planning . of an Expo, helps to avoid over- budget that is a real risk Lack of planning could lead to higher costs , delays and, in extreme cases, The Theme represents the key of the sanctions A consistent promotion, Expo , as "it should represent a key issue marketing and for humanity and be approached from a multitude of perspectives that can reach all merchandising strategy Participants and visitors". It has to be as (product selection, distribution channels, Expo events require a deep attractive, consistent and tangible as licensees, etc.) allows Expos to get better technical expertise for possible economic results their development, so State-of- the-art solutions for operations Societary and organizational model require management are key to attract visitors and businesses precise definition to avoid overlapping of roles and incorrect definition of the governance mechanisms. Outsourcing is key . Expo companies have always used external expertise 4
Expo issues… Top 10 Issues of an Expo Regulatory environment Lack of planning Post-event management Societary & Org. Model Issues Sponsorships Short-term view Event attractiveness Financing model Technical expertise Marketing + Merchandising Strategy 5
…and Success Factors Main Key Success Factors of an Expo Attractive and The theme of an Expo should represent a global key topic and be approached from a consistent multitude of perspectives that can reach all Participants and visitors Theme Country’s Because of its unique opportunity to modernize and innovate the Country, increasing its Commitment appeal and leveraging its excellence, the event must be sustained by Government The Expo should leverage on all those businesses wishing to invest in Expo as a Business Thematic or Service Partner , by offering partner companies the unique opportunity to Opportunities increase their visibility and promoting their products and services to the public Starting from classical layout , in which every country has its own, individual space for Innovative presenting its characteristics along with a public area which is shared with other organization countries, any innovative feature could be worthy, even in enriching the customer experience 6
Expo Roadmap From Candidacy to Post Expo Strategic Feasibility Candidacy Start up Execution Operation Closing Development Study Time to the Event (years) -9 to -7 -7 to -6 -6 to -4 -4 to -1 -1 0 +1 Focus Concept Submission of Company start Theme Expo build up Opening Expo’s Legacy definition candidate up Development and mgmt through Design of application/bid Concept and Infrastructure Post-Expo architecture, Promotion dossier project plan Develop. preparation people and Strategy Registration Financial content Analysis of International dossier sustainability stakeholders relations Design of Visitor Bid dossier development Exp. 7
Expo = Economic Accelerator Business world involvement is key for success • Expos allow Participants to strengthen their cooperation ties with the host country and other countries , as well as promote their excellences. • Companies can expand their markets by meeting with other companies and investors and engaging with an international audience. • International Organizations and the Civil society have the opportunity to raise awareness on their causes. • The Business dimension of an Expo is crucial to: increase hosting country attractiveness , economic development , bilateral trade agreements ; boost countries’ participation to the Event; nurture interest and investment from the national and international private sector. 8
Expo = Catalyst for Business Growth Country promotion & business expansion Expositions are much more than a world fair or summit. They are large scale global events, similar to the Olympics , which: • stimulate long term investments in a city’s infrastructure and services • offer unique opportunities for business expansion up to and following the event itself. Expos attract hundreds of government and business institutions looking to leverage on the event for promotion and cooperation. Expo can be an important platform for companies that choose to exploit the Expositions as a meeting and networking place to meet companies and international investors. 9
Private Partners Involvement Private partners are key for Expo success Private companies can have a huge impact on the event success, thanks to their sponsorship and contribution to the development of cultural and scientific contents Goal achievable from Private partners involvement: Private partners expected contributions : 1. Minimization of budget expenses . Private A. Capital (financial resources) partners can contribute to Expo financing. B. Goods / services for a specific use 2. Event promotion . Multinational involved in Expos determined by event organizers. have the power to spread the word about the event. C. Ideas & content that contribute to the 3. Stimulation of the domestic private sector . development of the Expo theme. Expos foster business networking. It is essential to develop a Corporate Engagement Strategy that defines how private partners will contribute to the event and what will be their benefits & rights. 10
Private Partners Involvement A strategy for Partners/Sponsors engagement is a key success factor for an Expo Impact on Expo's Financial Model Key success factors for partner recruitment • Partners/Sponsors engagement as main • Strong Expo Brand (Values) source of revenue (ticketing excluded) and • Global Marketing Plan unique one during the pre-opening period • Competitive selection process • Contribution in Cash or in ViK (“budget relieving”) • Partner Management Opportunities that can attract companies Core elements of the Partner engagement strategy • Direct collaboration with Expo for theme • Partner Hierarchy and Right & Benefits development • Contributions from sponsors • Infrastructure and sourcing • Target sectors for partnership • Collaborations through supply of goods / services for visitors or countries • Offering 11
Private Partners Involvement Core elements of Partner engagement strategy Contributions from sponsors Partner Hierarchy and Right & Benefits • Financial resources and investments Partnership category Global Official • Contribution in Value in Kind (VIK), meaning services, Sponsor Supplier Partner Partner products and technology with an equivalent value which Global Partners will allow the Organizer to reduce costs Right & Benefits • Contribution in terms of development of contents Official partners (cultural, technological, scientific, etc.) Sponsors • Promotion and media visibility that the sponsors bring with them, contributing to strengthening the Expo brand Official Suppliers identity, image and the perception of the Event. Offering Target sectors for partnership Physical spaces within Food & Beverage Logistics Co-branding the exhibition site Events Agricultural machinery Marketing Services for participants Licensing & Services within and/or visitors Merchandising Seeds & Fertilizers Retail the site 12
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