Exhibition News October 2017 - Page 48

COLUMN: MARKETING MATTERS Be a Superbrand Jazmin Beale, head of marketing and communications at Olympia London, examines how eventprofs can maintain and grow their brand A 48 t the end of last year, an expert independent council deemed Olympia London worthy of ‘Superbrand’ status, alongside the likes of Virgin Atlantic, Royal Albert Hall and Rolex. An exciting feat for any company I’m sure, but this recognition felt particularly special given that the Olympia London brand as we all know it today has only been in existence for the past fi ve years. As a venue we are conscious of the fact that our brand affects, and is affected by, each of the shows held with us. This was kept at the forefront of our 2012 re-brand, to ensure that the result would be strong enough to stand alone, but also complement our shows’ brands. We focused on experience, not just a logo or website and I genuinely feel this is the key to securing Supe ɉɅх̸)eԁЁͬݡ䁡٥Ʌ)Յ䁵ѕ̸ɑѼIѕ̰(ȁȁЁٕѽ́ٔѡ)ɅɕѥɕѠ)ɕͥ䁥хЁѽȁ)ٕѵЁ̸ͥMɱ䰁9͕)ɕЁѡЁٕ啐ɔѡ)յ́ɽ̀չɥ́ѕ)ѡЁɅɥ䁥́ѡ)ɥٕ́ͥѥٔյȁ٥ȸ)M܁ݔٕɽ)ɕєȁѕѡ)Ʌɥ)ɸɕͥ)٥ͥѽȁ共䁅)Ʌѥٕ)Ѽٕѽ)]ݡɔ)ԁ݅ЁѼ)QЁѕ)ɕեɕ́ͽ)͕ɕѥ)͕ٕ̰ͬ)ݡɔ́)Ʌ܁ѡ)́)յ)]ɔ)݅ЁЁѼ)=ѽȀ܁ᡥѥ̹լ)ɔԁѡɥЁɭɔѡɔ)ѥɭ́ԁ͡ձ)ѕɵѡݕ́Ѽѡ͔)Օѥ́ݥԁ)ɅɅѕ丁Qɔ́ѡɽ)ݥѠ݅ѥѼȁɥ)хɝЁ܁ɭ̰ЁЁ́Ѽ)͕͔ݥѡȁɅѽ丁5(́Ʌѕѡ́Ս͙ձ)ѥѥݥѠѡѥ)15Ѽͥ%)!MߊéɅɥ+q5ɸյ)ݽeЁ)ݥѠɅѡ)eЁٔ)ѥݥѣt)9܁ѡЁԁ܁ݡԁɔӊe)ѥѼѕѡݽɱQɔ)ɭѥ́ɐѼɕͥаЁ́)ѡɥЁ٥ͥѽ́ѕѡ)յȁѡ ЁݥѠ͕)Ёݡ́ЁѼѕ)ٕаѡѡ)ԁ܁ݡ)٥ͥѽ́ɕ䁅ɔ)Ё=1ݔ)ѥѡаݡݔ)͔ٔݥمɥ䁽)٥ͥѽ̰ȁЁѡ)Յ䁍ɽ)Ʌ)ݸ̃aᕍѥٔ)ݕѣd]ɭ)ݥѠȁЁɕ͕ɍ)䰁-хȁQ9Lݔ)ɹɔЁѡ)Ո͕ЁȁՑ)хѡȁٕɅ)ݡɔѡ䁱Ѽ͡)܁ѡ䁍͔Ѽ)ѡȁɔѥ)ɵݥѠѡ͔̰ͥݔݕɔ)Ѽٕѵ́ѡЁݽձ)ٔѥɕͥՍ)ɕѕɥѱЁѕ+Lݡ͕́ѥͅɥL)͡ݍͥѡЁȁѽ)]ݕɔͼѼѥՉѥ)ݕͥѕ́ѡЁݽձɕͽєݥѠ)ȁͥɕՑ)=ԁٔѥȁ)٥ͥѽ́ԁЁݡɔ)ѼЁչєȁɅͅ)ѡЁݥՅѡѼɕѕȁȁ)ѕȁܸ͡)QՍЁѥ)]Ѡم́ѕ䁍)́Ʌ́ͅمЁ)ѕѥ٥ͥѽˊéѥ̸ѥ) ɐɕ́ѡЁЁх́ٔѼ͕ٕ)ɕͥ́ɔͽݥ)ɕȁɅQ́́ݡѥͥ)́ѽՍ́́Ս)ٕѡɽݕͥєѼɕٕ́Ʌ)ɽͥєхѼٕЁѹ̸)]Ё́ѼѽՍ̰ӊe)͕ѥѼѼ̰ͥɔ)ȁ͕́ͥѕѱ䰁)ɔɕа䁵́ͅɔ)ɕѕɽ́́Ёٕ)չ丁QЁхЁѡ)ݕٕȰ́ɔԁٕȁ)ɽ͕́Ѽ٥ͥѽ́䁡ѥ)ձ䁥Ʌѥ)ɵѥٕٔи)եѥ)Qɸյȁɕ́ѡ)ݥѠɅѡ)ѡ䁑eЁٔȁѥݥѠ%)а]ɕѕѡЀЁȁЁ)ѕa͡ɕمՕϊd́ѡ)ɕͽȁ٥ɕѥ͡ݥѠ)ɅٕݡāȁЁ)յ́ͼͅѡЁѡ䁅ɔɔ)Ѽ䁙ɽɅѡ䁑Ѽ)ѡѥ)ٕ́ɽ̰ݔɔѡͥ)ɥɑȁѼɕє)MɉɅݔЁЁѡЁЁѡ)ɕɽЁݡЁݔ