TARGET MARKET AND VISITOR PROFILES!

All though i have tried direct telephone and email contact with both events i have yet to find solid target marketing for both events......but i have some info on the partner exhibition of the I.O.E.X, C.O.N.F.E.X.
CONFEX which is the bigger and older  sister of IOEX does have a visitor profile available on there site.
The information below states that......

International Confex 2011 welcomed attendees of the highest quality from companies including American Express, AstraZeneca, Bayer Schering Pharma, BBC, Cadbury, Coca Cola Enterprises, Deloitte, Deutsche Bank, EDF Energy, E.ON, Ernst & Young, GlaxoSmithKline, Goldman Sachs, Google, Guardian Media Group, Gucci, John Lewis, KPMG, Microsoft, NATO, Novartis, Shell International, Sony Europe, The FA, Unilever, Virgin and Vodafone

1 in 3 visitors’ companies spend more than £½m on events.
89% sourced new products/suppliers they would not have considered/purchased previously.
75% of Confex visitors approve, recommend or influence purchasing decisions.


All though the CONFEX is the larger event these stats relate and resemble the IOEX as both of these events are joined at the hip and are advertised on a mutual basis. I will find more information on on target marketing for IOEX as time goes on.

What is clear is that the IOEX is aimed at businesses of the outdoor event nature and with that in mind the target market would be the mid 30s to 45 year old event equipment and logistical purchase managers and CEO' S and directors of event, promotion and festival businesses.


Information taken from other companies talking about the I.O.E.X in a public relations sense, are all event industry based press like the event magazine and the main event magazine. This really gives conviction to my claims of the target market being event end entertainment industry specialists and professionals.




Hyper Hyper japan, that's right Britain's major Japanese culture show is a shop till you drop all in one art, food, culture and Japanese culture overload.

With so much on offer, the target market and demographics are varied and should be broken down into segments for research. No full media kit or visitor profile available on the website means i have taken to contacting the organisers for more info.

There is a lot on offer and this means a varied group of visitors, Video games and Aime film for the younger in mind followed by sushi which is loved by all. The sake awards are being held on the Friday of the event.

By viewing this video of the 2010 Hyper Japan event you get a real feel of whats on offer and more importantly who is attending and what the Hyper Japans target market and visitor profile could possibly be for the 2012 event.

The video shows a larger number of younger visitors mainly aged between 16 and 25 looking more populated by the late teen groups. With so much at the event being based around computer games and anime film there is a massive pull towards the younger crowd. Even though there are older visitors to the event it seems that the target market for the event is the 18-30 age range and within that group there is varied mix of male and female dependant on what is on offer on each day of the event.

For both events i could not find any solid research information on the Mintel research database and so went looking further a field for potential secondary research information. But to no avail, the truth is that i could not find any solid research information that directly related to either or both of my events. Any information that i did locate seemed to have to much of a tedious link to it in the sense of research information or was to much of a broad answer to relate to my two chosen exhibitions.

I did find some information that pointed towards the current climate and how exhibitions may be affected. have a look at this.   

RESEARCH: VOLATILE TIMES posted on: 27/6/2011 09:39:15

Industry veteran Phil Soar analyses The Facts 2011 research from Vivid Interface to judge the exhibition community’s health and volatility. Geoffrey Dixon and the Vivid Interface team are to be congratulated on producing The Facts 2011 about the exhibition industry so quickly and in the face of some confusion and volatility in our market. The main findings are that trade shows exhibited a slight decline in attendance of 1.4 per cent year-on-year and like-for-like (i.e. comparing the same events) between 2009 and 2010, while consumer shows declined 3.6 per cent. It is consumer shows which are bearing the brunt of falling attendances – if we look simply at the median (i.e. the ‘typical’) public events over the five-year period from 2006 to 2010, then it has lost 22 per cent of its attendance in that time. Weighing up the numbers There is no disguising the difficulty of analysing the information we have available. We recognise some 800 credible exhibitions in the UK but the number that report audited attendance figures has declined in recent years to less than 500 annually. This means we are rarely comparing the same number sets. This incoherence is best illustrated in TABLE A. This is a very raw analysis – it simply takes all the shows that reported in each year and works out the average attendance across all events. As can be seen, the crude, highly non-statistically valid result is that average attendances at UK exhibitions appear to have fallen by half over a six-year period. As i could not find any solid target market information I am basing my target market audience profiling for the Hyper Japan event on observations taken by myself on visiting the event.