National Safety Show under new ownership
XPO Exhibitions Ltd (XPO) has announced the acquisition of the full trade exhibition portfolio of Hayley Media. This includes The National Safety Show, The Materials Handling Show, Southern Machinery (SouthMach) and the South Island Hospitality Show.
The Hayley Media shows will join a stable of well established, long-running industry specific exhibitions and events already owned and organised by XPO - including The New Zealand Gift & Homewares Fairs, EMEX, Foodtech Packtech, BuildNZ designex, and MyBiz Expo.
XPO purchased NZ’s largest trade exhibition portfolio from dmg world media NZ Ltd (who were part of the Daily Mail Group UK), back in 2010.
Hayley Media will continue to run it’s leading trade magazine publications Engineering News and NZ Food Technology Magazine, and is firmly backing the new show owners at XPO. “We think XPO will continue to deliver a quality exhibition experience across these shows and our magazines will continue to advocate and strongly support these shows.” Says Andy Hobbs, MD of Hayley Media.
“Andy has more than 25 years experience running exhibitions and as the (relative) new guy on the block I’m keen to tap in on that knowledge base. Overall the acquisition gives XPO more scale and is a natural fit with our existing events portfolio”, says MD of XPO, Brent Spillane.
“The Hayley Media team have worked hard to create strong show brands. We want to build on them and grow, whether it’s cross selling these shows to our existing loyal customers – or giving customers new reasons to consider our event format.”
“For instance XPO will be rolling out our bespoke visitor registration technology to the newly acquired shows, allowing exhibitors to (permission based) scan and retain visitor contact details. The acquisition also allows us to extend value to our growing list of event sponsors who are all offering products and services tailored to each industry.”
Those sponsors include Ford, BNZ and 2 Degrees Mobile who are all enjoying exclusive engagement (in their fields) with industry visitors at these events. Ford New Zealand has recently reaffirmed their belief in XPO events by extending another 2 years of sponsorship, including many more car giveaways at the shows.
Cars alone are not the only incentive motivating business visitors. Trade expos in general are enjoying a resurgence in popularity in NZ. XPO has a growing database containing more than 140,000 unique (mostly SME) business visitors who have attended their shows in the past 3 years alone – authenticated by the Circulations Audit Board of Australasia who verify the attendance to each show.
That surge in attendance is attracting serious marketing budget from many hundreds of business exhibitors. “People tend to have a preconceived idea that NZ is too small to host quality industry exhibitions and that’s just not true. Many world first innovations are being launched at our events and hundreds of millions in trade is happening onsite each year. We have received serious attention from local and central government who are considering our events as ways to communicate with industry and encourage export growth. One example being an ATEED supported NZ Food Innovation Showcase at our prior Foodtech Packtech show.”
“I don’t think businesses will ever tire of seeing the value of selling their business products face to face with industry customers. No sensible marketer would argue the conversion rate stats from selling face to face versus a Google ad.” says Spillane
“We’re on a mission right now to create meaningful exhibitions for growing trade sectors in New Zealand. Right now that covers everything from engineering and manufacturing, food technology and production, build, construction, design and architecture, gift and homewares, business services, technology and so much more. This (Hayley Media) acquisition continues the journey.”
Next steps for XPO? Spillane says, “Obviously bedding down these brands and communicating the good news to our customers. We’ve recently appointed a new National Events & Sales Director, Tony Waite, who was until recently General Manager Sales at TVNZ. His appointment alone is a big statement about where our events business is heading. Tony is leading our new 5 year plan which includes a new major events strategy for the business, so watch this space!”