EVENT FOCUS: BLCEE 2011 - Licensing.biz

EVENT FOCUS: BLCEE 2011

What Advanstar is planning for the second annual event in Budapest.
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Brand Licensing Central and Eastern Europe made its debut at the Royal Corinthia Hotel in Budapest and the second annual exhibition will take place on March 7th and 8th in the same venue.

The event was launched in order to put manufacturers and retailers in the territory in touch with key agents and licensors.

Pre–registration figures for next week’s show are currently tracking ahead of last year’s numbers, with an increasing number of big name retailers and licensees from the surrounding regions, Germany and Poland in particular.

“We were really pleased with the response from the market to the inaugural event, which saw visitors attend from 26 countries,” says Advanstar's marketing director, Humaira Kaiser.



“Our objective has always been to put on a show that allows our customers to tap into the vast potential that exists in this marketplace and judging by some of the conversations that were taking place last year it’s apparent that there is a lot for international visitors to learn about the potential in this marketplace.”

Despite starting off as a fairly small show, the quality of visitors was strong at last year’s show and the event was well received by the exhibitors.

Kaiser continues: “Our exhibitors were impressed with the calibre of people they were having conversations with, some of whom were dipping their toe into licensing for the first time, but with just as many who were seasoned professionals looking for their next profitable acquisition.”

Looking forward to the 2011 show, there have been a number of additions and enhancements to BLCEE. A properties and brands gallery has been introduced in order to give visitors an at-a-glance overviews of the brands represented at the show.



Kaiser explains: “For anyone new to licensing, or the show itself, this is the perfect way to get to grips with the hundreds of exciting entertainment, sports, art and fashion brands that are owned by the region’s biggest players. Participants include Performance Brands, IBML and Allsorts Licensing.”

Advanstar works to attract a range of visitors to the show, but the emphasis is certainly on quality guests, as Kaiser explains: “It’s important that we deliver budget holding executives to these events and it’s encouraging to see that 97 per cent of those registered to date [for this year’s show] can recommend or approve a purchasing decision.”



She continues: “Furthermore, 46 per cent of visitors currently registered are particularly interested in brands, reflective of this increasingly brand-savvy society. With the strength of brands represented at the show they shouldn’t be disappointed.”

In order to garner interest in BLCEE, the organiser has been working closely with regional press this year to disseminate key show information to the local community, including Figyelö, Világgazdaság and Nepszabadság.

Kaiser tells Licensing.biz: “We have also continued to work with PMR, who reach 60,000 business professionals per month via their Russian, Polish and Hungarian news and retail portals, HVG Publishing and online portals such as Business.hr.

Having set a good foundation, with another strong show set to follow this year, Advanstar is already planning the 2012 event.

Kaiser concludes: “We will be in consultation with our key customers immediately after the show to discuss how to progress for 2012.



“We may introduce some of the elements that have worked for our other events, such as the screening suites, however it’s important that we continue to tailor the event to the needs of the local market.



“To this end, we will conduct a tour of the regional licensors, agents and media to get an understanding of what their specific needs are.”

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