IMEX Group is trialling an online inbox for hosted buyers at
its trade shows following complaints about the volume of emails sent by exhibitors. The news
follows a report that one event agency director received 746 emails relating to
IMEX in the space of 10 days.
Carina Bauer, CEO of the IMEX Group, said: “We’ve been aware
for some time that email volumes from exhibitors to buyers have been increasing
and that we needed to find a better way for exhibitors to communicate with
buyers in order to make business appointments in advance of the show.
“For that reason this year we’ve introduced a new ‘IMEX
inbox’ for hosted buyers, which means all of their appointment requests and
exhibitor messages go into a dedicated inbox on our website. They can then
access this to check messages whenever they like. The new system also generates
a single, daily email alert from us which aggregates all of their messages into
The new initiative has been trialled with 50 per cent of hosted
buyers registered for Frankfurt IMEX 2012 – which takes place next month – but all
other buyers can request it at any time.
Said Bauer: “If this test phase works, and we’re confident
it will, we have every intention of rolling it out across IMEX in Frankfurt and IMEX America.”