10 minutes with Stephen Richards, Event Director, Incentives & Promotional Marketing - Live!

Stephen Richards has just launched Incentives & Promotional Marketing - Live! a new landmark event for the promotions and incentives industry taking place in 2010. That may sound a long way off to you, but Stephen, who has been active in the exhibition industry since 1986, knows that advance planning is vital for a comprehensive event such as this.

Stephen is a Director of Waypoint Exhibitions and he launched Sales Promotion Incentive North for that company in 1997. It was renamed National Incentive Show (NIS) and moved to the NEC where it ran successfully before it was bought by another organiser in 2001, and then sold on again … and the rest as they say, is history. NIS did not take place this year and the NEC approached Waypoint to fill the established Autumn incentive show slot at the NEC for 2010.

How did you become involved in the promotions industry?

I was working for a niche event organiser which was bought by Blenheim in the late 1980s. I was then in charge of a portfolio of b2b events when Blenheim acquired the Incentive Show at Olympia in 1991. It was my responsibility to guide the show out of the recession, which I did until I left in 1995 to set up my own exhibitions business.

What has changed about the industry since you joined?

In the late 80’s early 90’s, people were less clear about why they took part in exhibitions it was more show biz – less media – with fewer routes to market. Now exhibitors want, and get, demonstrable ROI and data capture, amongst other things.

From the visitors’ side, exhibitions have to offer added value, rather than just the opportunity to meet suppliers face to face and network. Educational elements like seminars run by professional associations, keynote speakers and feature areas are much more important now and will all be included in the 2010 exhibition.

As for the promotions industry itself, that too has become more sophisticated in terms of the products and the way promotions are delivered – one thing has remained a constant though – it’s still all about the people who have the ideas to create added value.

What further changes would you like to see?

Exhibitions have not taken such a hit in this economic crisis as some printed and e news media has, but they are undervalued and misunderstood by too many people. I believe that if ‘integrated marketing’ is the new mantra, exhibitions have to be seen as a core element, providing focus and conclusion to the other mediums.

What do you like most about the industry?

From the exhibition side, I like the creativity, the way incentive people interact with the audience – they couldn’t be described as passive!

On the promotions side, I like the very positive, glass-half-full people.

Any particular dislikes?

On balance – no!

Promo e-News is a website devoted to promotional-merchandise, so tell us what’s the favourite piece of merchandise you have on your desk/or that you have recently seen?

I like, and use, really nice paperweights and I admire paper engineering. Anything that emerges from an envelope and turns into something else with little effort, gets my attention.

What’s the worst example of promotional merchandise you’ve seen?

I had a favourite Boddingtons glass, but the logo wore off … I suppose I have to ask myself … did I just drink too much beer! There was a rugby shirt with this promotion and that lasted longer … but got less use! I think I’ve answered my own question, but in mitigation, I was a student at the time!

If you weren’t in the SP industry, what would like to be doing?

Sailing is one of my passions. I have my Yachtmasters Certificate and I’d love to teach sailing

Who do you admire/respect most in the public eye and why?

Naming a politician is always difficult as people can take sides – but I admire Jack Straw – some would say he is a survivor most of all – but I like his intelligent assessment of his given brief, he articulates his beliefs in an honest and common sense way, that tells you he is the genuine article.

I guess for balance on the political spectrum you could say the same about Ken Clarke!

If you were to have an industry dinner party, who would you invite to chew over the facts and put the industry to rights or simply to amuse you? (Living or …. not living!).

A couple of chefs, Rick Stein and Jamie Oliver – will ensure the food is good, artists Jackson Pollack and Vincent Van Gogh, writers Wilfred Owen, Kingsley Amis and George Orwell, from the entertainment world Rachel Wiesz, Scarlet Johansson, Elvis Costello and Lily Allen (of course).

What’s your typical office day?

I walk the dogs in the morning before I go to the office. I start by reading my emails … and finishing off things I didn’t get around to the day before. I used to manage a pie and a pint at lunchtime, now it’s a cup of tea and more work.

It’s very hectic at the moment; I work uninterrupted for intense periods. My day is dominated by deadlines for sales brochures, floor plans, flyers and adverts, and thankfully now – stand bookings! but I also have to keep an eye on the bigger picture and liaise with associations involved, bpma, ISP, DMA, who are helping to shape the educational content and feature areas of the exhibition.

What do you like to do to relax?

Watch footie, walk the dogs, sail and paint! I’ve recently discovered a talent for painting contemporary style landscapes and it’s at once very intense and absorbing but strangely relaxing.

Tell me something about you that nobody in the industry knows?

I was a reasonably competent rock climber before I got old and discovered sailing. I don’t think people in the industry would immediately associate me with either of these sports …or painting for that matter.

Plus any other comments you care to make.

Although I’ve not been so visible in the promotions industry since we sold NIS in 2001, (however I was invited back by Reed Exhibitions (2002/4) to run their Incentive Shows) and I’ve also run and launched shows in other industries (including establishing the National Venue Show – now Event), I have kept in touch with the promotions industry through reading trade media and visiting trade shows, but it’s great to be back in the thick of it again!

Stephen Richards

Event Director

Incentives & Promotional Marketing – Live!

www.waypointexhibitions.com

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