USA – Organisers of beauty event Cosmoprof 2010, SoGeCos say the use of a web-based meetings tool has proved a hit with attendees and exhibitors this year.
More than 860 appointments between exhibitors and attendees were created using a system called One-2-One Beauty Matching service. Last year, the event only put a list of exhibitors on its website, but decided to invest in the system to add value to its proposition.
"We decided to make an investment this year and offer the ability for exhibitors to contact attendees and vice versa before the event and on-site. It allows everyone to communicate and schedule appointments and to create their meeting agendas in advance," says director of marketing at SoGeCos Americas, Daniela Ciocan.
Cosmoprof began promoting the tool about six weeks prior to the event, primarily through newsletters to exhibitors and attendees. According to Ciocan, this year was considered a dry run and there was no effort to monetise the system, which cost five figures to implement.
"The first year is more about getting it out there and getting people comfortable with it," she adds. "We get it established first and then we'll look into ways of making money out of it."
Cosmoprof 2010 took place on 18 – 20 July and attracted 700 exhibitors and 25,000 visitors.
