ISE looks to training & education in bid to pull in new visitors

Integrated Systems Events (ISE) will promote training and education initiatives ahead of its Amsterdam show in February 2014 as it looks to attract visitors from outside core attendee groups.

Speaking at a press event at Lifesize’s Munich offices, Dan Goldstein, ISE’s director of marketing, outlined four target groups: commercial end customers, content creators and junior technicians and residential channel adjacencies.

Goldstein said that economic troubles blighting Europe meant that in the last two years the AV market had not grown at the same rate it had previously enjoyed. 

“It’s a problem when market growth does not match show growth,” he said. “We need to look beyond the core visitors to grow.”

Organisers plan to stage integrator-presented, solutions-focused case studies in reintroduced education theatres on the show floor in a bid to attract and engage end customers.

Mike Blackman, managing director of ISE, acknowledged that the Amsterdam event lagged behind InfoComm shows in the US in encouraging junior staff to attend from large integration firms. Now, each attendee, registering with a code, will receive two free education vouchers for technical training sessions running alongside the show.

Blackman also squashed rumours that the busy show would add a fourth day in the near future. He maintained that there was not enough visitor or exhibitor pressure, conceding that the number of voices calling to extend the show were growing.

And, with exhibitor numbers swelling Blackman unveiled plans to open more doors to the RAI exhibition centre with a new entrance conveniently located for the less-frequented Halls 7 and 8. He also detailed plans to improve signage and even lay on a fleet of golf carts.

ISE and CEDIA also took the opportunity to reveal further details of the 2013 Smart Building Conference to be held in London on October 15.

The event now has support from the UK Government through a partnership with the Technology Strategy Board, which will present details of a £4m funding grant for energy management.

ISE intends to stage the conference in different regions and languages although remained tight-lipped about specific future locations.