CESA and Fresh Montgomery, the organiser of Hotelympia, have teamed up to create a new concept – called the VIP Equipment Buyer Programme – that’s designed to get key buyers from foodservice operator groups onto stands at the 2016 exhibition, taking place at London’s Excel on 29 February-3 March.
CESA members should benefit from increased VIP buyer visits at the show, as the end users will have access to what is described as ‘an exclusive virtual concierge’ who will help them quickly find the products they want to view.
“This is a truly innovative and unique initiative from a catering exhibition organiser,” said Simon Frost, chair of CESA. “It’s going to bring genuine benefits to both visitors and exhibitors.”
The programme consists of a highly targeted marketing campaign using a database distilled from three sources – CESA, Fresh and Caterlyst.
It will target VIP buyers, inviting them to join the programme in order to fast-track their visit and make best use of the time they have at the show. The programme will also set up timed meetings for visitors and exhibitors.
Meanwhile a special VIP Programme app has been created, for both IOS and Android, that will allow exhibitors taking part in the programme to access data on buyers when they visit the stand, including contacts, head office records and current suppliers.
CESA members who sign up for the scheme will have access to the full universe of every group operator and their key buyers, via the app, to encourage attendance.
CESA and Fresh Montgomery are currently looking into a function that would enable the app to alert exhibitors when VIP visitors are ‘in the hall’.