Sydney Expo numbers released

Comments

Backpacker
12 Nov 09
12:28 pm


Great news that the expo will be moved back to town hall, there might even be some backpackers come along just like the old days…just imagine that, a backpackers expo with some backpackers…

TL
12 Nov 09
4:58 pm


Agreed; it would be great to see and adventure and backpackers expo with something that remotely relates to either. This year’s expo was a serious let down. I think it’s partly due to poor organisation and partly due to the lack of focus on said areas. We have amazing adventure travel companies in Australia and most weren’t even at the expo (only World Ex was there). Can we get new management maybe?

Martin Lane
12 Nov 09
5:19 pm


To be fair TL, it’s a bit chicken and egg isn’t it? If companies don’t support the Expo by exhibiting, it’s harder to draw in the punters.

The organisers weren’t helped by the enforced move away from Town Hall two years ago. I suggest everyone waits to see how Town Hall 2010 goes before rushing to judgement.

As a long-term sponsor of the Expo and the organisers of ITE, ABiC and the Golden Backpacks, TNT is committed to working with Andrew and his team to make Sydney backpacker week an even bigger success in 2010.

Cheers

Martin Lane
Publishing Director
TNT Magazine and Thumbrella

Andrew J Smith
12 Nov 09
9:27 pm


We deal with proxy WHV makers from Central Europe, Turkey etc. who study English and career courses in Australia.

Offshore agents (in Europe/Turkey) complain that Australian promotional methods are too old school, i.e. physical promotions at annual physical events, distribution of brochures/CDs and print advertising.

All of our candidates and prospectives are online, accordingly we only market through online channels because of market reach, penetration, economy and measurability, 24/7, 365 days of the year (plus direct to counsellors).

One old Oz French hand who set up international promotions for a TAFE in the early 90s said that physical channels were then the only channels, but with internet there is no need for print, fairs etc., but that existing physical administrative structures encourage it…..

Further, those involved in marketing who do not use the internet for marketing and promotion are redundant already

An example of great virtual promotional practice (ironically from domestic education sector) is http://www.skillsone.com.au vocational video portals, developed by Peter Faiman (?) of Crocodile Dundee fame.

TA’s http://www.australia.com is also excellent due to being SEO’d especially through diverse, yet relevant offshore weblinks to “Aussie Specialists”

Like the international education sector, I would suggest that the tourism industry should be boning up on the internationally commended ATDW virtual marketing ekit, and have state bodies follow suit.

The media are nervous now, but other industries not adapting should be also, the internet does not respect physical size, hierarchies nor their implicit authority, and is really cheap

Greg Cole
13 Nov 09
8:15 am


Andrew, I think you speak in very broad strokes, and are quite out of touch with BP market techniques. Your Internet-Marketing-for-Dummies comments might be welcomed by, well, dummies, but they’re bordering on condescension to this audience.

Backpacker market marketing people are some of most progressive and innovative people I know. We have to be. Our biggest market is 13,000klms away in another time zone. We also have to be visible across the planet and to do this we have to build relationships 1:1 with principals and high-street agents. I’ve never heard offshore agents in Europe / Turkey / Timbuktu “complain” about our promotional efforts. I’ve only ever heard the opposite and indeed we get lauded for our activities and energy and antics.

Greg Cole

David
13 Nov 09
9:30 am


We all know that trade shows and expos generally don’t pay for themselves in direct revenue. However, just like Coke or McDonalds builds brand in subjective ways, so too can the large travel providers by adding value to these events. If only for Sydney’s adventure travellers congregating in a single area, they should have done something to ingrain their brands in our minds, which World Expeditions tried to with their talks.

But, If I was WE, I probably wouldn’t return next year either as their talks were constantly interrupted by a silly voice over announcing free beer at one of the stands. Real adventure travellers are serious about travel, we don’t need free beer to get us interested and we certainly don’t need it announced over interesting talks from people like Phil of WE.

I’m sure it’s not easy organising an expo like that, but come on… the only interesting part was ruined by poor management. I spoke with one of the expo officials and I was astounded at how rude he was at the suggestion the voiceover should soften or stop during the major talks. I also saw this same man hassling someone for handing out promotional material, which amazed me as well.

I’ll certainly return next year because I love backpacking and adventure, but I hope the event doesn’t stoop to free beer and interrupted talks. The likes of Intrepid, the TUI companies, GAP, WE, etc., should view it as a serious event with serious attendees. Rather than chicken and egg as Martin suggested, I think it’s more cause and effect. Run a mediocre event and people just won’t want to exhibit or attend.

backpacker
13 Nov 09
9:45 am


Blimey Greg- “Our biggest market is 13,000klms away in another time zone. We also have to be visible across the planet ”
Makes total sense to have an expo in Sydney with no backpackers then….?
I know I know networking in the industry is key to the success of our businesses and thats what the expo has become…pay up pay up for your chance to smooze…

Genuinely looking forward to the expo being at Town Hall again, this year it was hard to find the damn thing, even when you knew it was there! No wonder there was no walk past traffic. If the organisers could put half the effort into promoting the event to the target market that they do to sell the stalls it would be magic.

David "Cheeks" Way
13 Nov 09
3:32 pm


I agree with Greg entirely , as a supporter of this event over the years , our industry both here and across the ditch is a market leader when it comes to enthusiasm and energy .The change of venue will definately be for the positive but please I hope we are not taking it for granted that this will be fix it of fix its for this event .The networking and other events provided around this time are a huge cataylst for getting one of the greatest industry crews on the planet together all in the one place over a period of a week and many fruitful relationships and business oportunities have over the years been made or affirmed during this time …..
But lets please not forget that to get Backpackers to this expo we must realise our major competition for the day is the city itself SYDNEY ..whether its Bondi Beach , the bridge , the harbour , zoo or just the sights …so how do you drive them indoors …find the WOW factor ..sure fantastic talks , showbags full of brochures , some free beer , great indusrty reps passionate about their products and eager to share- whether its about their region , country or business is excellant but we need the event to truly consider the factors that are going to attract our market away from a great day at the beach …all the showstoppers over the years have always had a cultural or cuddly animal factor which has been awesome …crikey if my stand had another $100 to $200 added to it we wouldnt so much notice it but if that was used to have for example sneaky sound system play for a hour over lunch whilst both exhibitors and backpackers mingeled and you had to be in by a certain hour to to be able to do this you may have the best of both worlds ..
Sorry this is a tad long but I have witnessed over the years a great event start to loose its focus to on how to get people in the door ..
One of the best I ever attended was the Gravity Games in Perth …Vodaphone went loose with half pipes , beach volleyball , skaters , bmx , scary demon types on bikes and a concert ..crikey I know you cant fit all this in but just trying to make the point that the two can co-exist but some serious planning on how to get people off that beach needs to be looked at ….step back a sec ask ya self ..if you were the demographic we are trying to reach , your half way around the world and the choices for what you are going to do that are …What would you pick ?
Cheers for listening
Cheeks

David "Cheeks" Way
13 Nov 09
4:02 pm


Just to add ..at the gravity games I was maning a booth with the STA WA crew which had trade , travel , surf gear and food ..it all coexisted making a great event ..though I was forced to buy Wolfmothers album the next day after having it blasted at me by a huge stack of speakers on a semi but hey it worked
cheeks

Greg Cole
13 Nov 09
9:48 pm


backpacker, I’d have to say that my comment on visibility across the planet was a bit broad. I, as I think you were referring to, don’t quite extend that to Sydney in the context of a trade show. So no, I agree, it doesn’t make sense to trade show ourselves to death in our local zone..
My personal highlight for the week was the ITE. Get the industry talking. Then we’ll take ourselves to the local market at a price we can afford to. We already pay high rents for retail shops within a few klms of the Expo so paying more to relocate the experience doesn’t quite stack up. For us, anyway.

But I did like the past shows at town hall.

Andrew J Smith Australian International Education Centre
13 Nov 09
10:00 pm


Am still to be convinced of benefits of physical fairs(depe4nds upon what the objective is?) versus wider reach of internet e.g. branding, and have yet to be proven otherwise by education sector, i.e. active avoidance of analysis.

Oz international education sector should be cooperating more closely with tourism on promotion of regions, backpacking, study etc. , synergies could mean impact of 1 + 1 = 5?

There are now more study destination groupings to promote a specific region, which is good. But pitfalls we have seen, and industry has complained about, many are (state sector dominated) and used for intra industry networking events, have non SEO websites and idea of a physical banner at a fair to promote region was the driver for one regional grouping…..

However, physical banner at fair getting 1000, 5000++ sights does not compare, with e.g. online banner on just one website in Turkey dedicated to students planning to study abroad i.e. 18-28, receiving up to 15K daily sights……join the dots…. AUD2-5k annually, measurable, analysable, accessible from anywhere, clicks through to specific information (possibly in their language) etc.

My overall concern from (state especially) education sector has been lack of analysis of “their” marketing spend, and on relevant markets, where agents get fait accompli, “great news we got travel approval!” to spend on another offshore fair…..

Andrew Smith AIEC
14 Nov 09
10:49 pm


This article link from at end of message from “SmartCompany” related to migration of advertsing to the internet, and effectiveness of e.g. online banners.

We see in education too much physical marketing offshore (with main marketing resources onshore, exisiting students) while ignoring best practice from the tourism industry, i.e. ATDW online marketing ekit http://www.atdw.com.au/tourism_e_kit.asp which has been internationally commended for emulation to SEO websites and marketing strategy.

This opens up opportunities for regional, smaller entities without previous advantages of size, profile, marketing budgets and physical channels, whether education, tourism or other industries.

Those focussing upon virtual channels can reach the target audience much more directly, more quickly, all year round as opposed to mediated physical channels.

http://www.smartcompany.com.au.....l+Content)

Industry newtorking event fine, but getting to actual punters direct, the internet.

Janet McGarry
16 Nov 09
9:41 am


Best Respects to the previous poster – but I’m really surprised to see him commend the ATDW system. Has he tried to load content on it? I’ve heard the screams of frustration from staff here who need to try and keep our hostel listings up to date. Hands up other Backpacker product that bother? I suspect not many.
The theory is great but the reality has been less than perfect.

So, whilst I agree with you on one side Andrew – online marketing is very very important for backpacker travel sector – it’s also not the whole story. A marketing mix is exactly that – a marketing mix.

With the Expo – this year was not the best. YHA has been a long time supporter as we have seen benefit in having one on one conversations with our guests/members. But the numbers through the door, and a bit of that razzmataz, does need to be there. A lot will be riding on the return to Town Hall.

Andrew Smith AIEC
16 Nov 09
8:28 pm


Not sure I understand, load content onto ATDW?

ATDW is the Australian Tourism Data Warehouse and online marketing ekit http://www.atdw.com.au/tourism_e_kit.asp is a training and information resource you can access by downloading/reading a set of.pdf files.

It recommends e.g. reciprocal linking to all relevant partners, installing Google Analytics, running related blog, updating content regularly, video, info posts to forums etc.

Many in the industry see the ATDW ekit as essential:

Government funded e-marketing kit hits 10,000 downloads in days. A joint state government funded online marketing course for Australian tourism operators is being downloaded by the bucket load by local operators, catching even the government tourism organisations by surprise. http://www.itwire.com/content/view/21275/53/

End of the day an expo as an industry networking event fine, but personally in education sector (offshore) if we need a product we can find it direct, and vice versa.

Many Australian and international institutions, and agents, attend a large networking event in Berlin annually, but for etiher side selection on offer is limited by only those who want to, can and do make it (maybe not helped by fact that I prefer not to party with the (Oz) education sector:)).

Janet McGarry
17 Nov 09
10:47 am


Andrew – I do know what the ATDW is, but what I was referring to was the content on the ATDW site – not their emarketing kit. It is supposed to be the central repository of tourism product information in Australia, and thereby powers search functions on all the state and national tourism websites.

Individual properties have to load their details onto ATDW, and it’s a slog to do it. There is also little control on how well people enter information on the site. For instance, there is no monitoring of how accommodation providers tag themselves. Therefore people can and do opt to say their property is not only a B and B, but also a hostel.

So for example, on the Visit NSW site, under accommodation and then backpackers, you’ll find lots of properties that are plainly not hostels. Check it out at http://www.visitnsw.com/Accomm.....BACKPACKER This is drawn from the ATDW – and is a case of garbage in, garbage out.

This is supposed to be the peak repository of tourism product. That was my point.

Andrew Smith AIEC
17 Nov 09
9:44 pm


Understand now Similar to interstate, interested how they list providers onshore in Oz (albeit messily), fine for domestic tourists, but many will not list offshore agents, but do list state offices in limited EU locations…..who do what?

My argument is, if you already know Oz, speak English, can do online ETA no problem.

But if you do not know about Oz, English is not your first language and no offshore contacts listed……. not sure how many prospective tourists and travellers fall through the cracks due to lack of info and advice?

Related, QLD Island Reef Job, great concept, but execution…… Impatience has already described it as a failure because tourist numbers have not gone up immediately, even though it is only now approaching time when Europeans travel…..

More importantly if you go to QLD Holidays website, then e.g. Whitsundays, appears the only online contact is one private online accommodation agency…..

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