Neo Exhibition gets its matrix right with first overseas show
Last weekend's International Livestock and Dairy Expo (Ildex) may have attracted only 10,000 visitors during the three-day event, but organiser Neo Exhibition considers it a success. The event marks the Thai company's first job abroad and should pave its way into other foreign markets.
"Our plan is to become one of the top five exhibition organisers in Southeast Asia," said Ladda Mongkolchaivivat, general manager of Neo Exhibition, a subsidiary of NCC Management and Development Co Ltd.Ildex was the company's first step in achieving its goal of establishing a regional presence. After the success of the company's first exhibition in Ho Chi Minh City, next year it will host Ildex in both India and China. Ildex will be the Thai brand used to internationalise the company, said Ladda, adding that the exhibitions could start out small. For example, the Ho Chi Minh City Ildex had only 120 booths, seven of which were local exhibitors. However, Neo embarked on the exhibition expecting to lose money. "To begin with, we won't make any profit; we need to establish a presence first. Being small is not a problem, as long as the exhibitors can find buyers," she said, adding that an exhibition could generate a profit only if the number of exhibitors exceeded 200. "If we're lucky, we should break even in the second year and make a profit in the third," she said. NCC Management and Development, the operator of the Queen Sirikit National Convention Centre, has been approached to host similar events for years but only decided this year that Neo was ready to take on the challenge. Established in 2004 as a spin-off unit, Neo has hosted a number of exhibitions at Queen Sirikit and other venues. Ladda joined NCC 13 years ago and has taken part in organising a number of fairs and exhibitions, including VIV Asia, Thailand Best Buy, Wedding Fair, Pet Expo and Amazing Thailand Grand Sales Ground Service. But as some of the local events have been co-hosted by the Tourism Authority of Thailand or the Export Promotion Department, Neo decided to penetrate foreign markets with the VIV Asia concept. VIV Asia is co-hosted by a Dutch partner and focuses on advanced technologies for animal production and processing. Neo has designed Ildex to fit local contexts, with less advanced but more practical products. "We feel we're strong in the animal-exhibition field, and we need to develop something from what we're good at, in order to bring international knowledge to fill local needs," said Ladda. Neo focuses on cattle-related technologies for Vietnam where beef production expanded tenfold last year. The same concept will also be adapted for Ildex India, while Index China will cover all livestock. Ladda said it took 18 months to organise an international event, because the organiser needed to know costs and establish a budget. But she is bullish about the company's business prospects. If successful, Neo will increase its contribution to NCC's total revenues from its current 20 per cent. Achara DeboonmeThe Nation Ho Chi Minh City, Vietnam
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