Glassex is 'Getting There' says Organiser

Glassex knocking has almost become a national sport. And whilst there has been some justification for that in recent times, this year's event showed that someone at Glassex HQ is listening.

Everyone has a view about Glassex. And those views can be fairly easily divided between the knockers and supporters, albeit the latter also acknowledging that things ain't what they used to be. And perhaps that should be borne in mind as we dissect this year's event, poring over the bones of what remains the glazing industry's key face-to-face mass forum, as it has been for 28 years ....

 
"Although smaller, this year's show was more cohesive, with a tighter plan, no outlandish football table-ridden prairie-sized coffee bars, and grown up, modern and expensive graphics and display substrates that together created a slick, busy feel that seldom felt empty, at least until mid afternoon anyway".

Glassex serves an industry that has undergone in its short history more shifts than the San Andreas Fault. And just as the systems manufacturers effectively 'made' Glassex, then so in their struggle in recent years to make any sort of profit and often contain monumental losses they have effectively abandoned the event. Their absence, with exceptions, is not the fault of Glassex.

Neither can the vagaries of Glassex be blamed for the sudden absence of the major conservatory roof manufacturers: blighted by mutual litigation and blind over-optimism the torch of hope that was to be the saviour of a double glazing industry that had peaked too soon was doused. Consequently, optimistically conceived double-decker stands remain on the designers' drawing boards where only recently they were fighting for attention in the Glassex halls.

Of course, that is not so say that the Glassex wheels have not been wobbling lately but blaming the exhibition for all of the industry's ills is not helpful when considering how this year's outing faired.

There has been some criticism of the organisers being 'anti-installer' when observing that the minibus day-out-for-the-boys had become a thing of the past, curiously in line with an almost universal absence of alcohol on Glassex stands in recent years. This, we are assured by Glassex is absolutely not the case, as was shown this year by a significant push to entice installers back to the event, with prizes of limo-trips, tools and other goodies to get them back to the show. It would appear that this was mixed in its appeal as numbers were, once again, down on the previous year, to continue the direction of the graph.

Those that stayed away however may well have missed the turning point, for the general view was that Glassex 2007 was in fact considerably better than recent previous events, with those in the know heaping praise upon the organising team now led by Sales Director Dave Broxton and overseen by a new divisional head Steve Crowhurst. Although smaller, this year's show was more cohesive, with a tighter plan, no outlandish football table-ridden prairie-sized coffee bars, and grown up, modern and expensive graphics and display substrates that together created a slick, busy feel that seldom felt empty, at least until mid afternoon anyway. The Gold Club, a special VIP lounge and business facility sponsored by TNCC was extraordinarily popular and epitomised the new, edgy styling that characterised Glassex generally. As with anything in-demand passes to the Gold Club became a desirable commodity.

A generally positive atmosphere followed, though there was a level of disappointment with The Forum, a well conceived but inconsistent exhibitor 'speakers corner' that was, by the admission of the organisers, a little late coming together and not promoted well enough on-site. When it worked, it worked very well however, and so is likely to feature at future Glassexes, albeit with more coordinated promotion. This was in direct contrast to the Glassex Seminars which in the main, enjoyed good attendances on a range of topics designed to swamp windowmakers' brain cells with worthy future-stuff designed to make them fitter and wiser.

Even more successful was the Energy Efficiency Zone which may give the impression that the industry has given little thought to this until now. It was as if this were a new concept, strange for an industry whose products are designed to make our homes more fuel efficient. Nonetheless, it was a major draw and is likely to be developed in the future.

The core of Glassex and its main point of focus remain, of course, the trade stands and amongst these there was little if any dissent. Even reading between the 'PR' prepped responses designed to hail their product a success whatever the truth may be, there can be little doubt that exhibitors came away with many new contacts to cultivate over the next few months, and a considerable degree of satisfaction with the response they received. And happy exhibitors are only created by happy visitors, so those that did make the trek to an often wet and rather grey NEC did so with a determination to make their trip worthwhile.

Many exhibitor experiences defy the facts and figures, such as those of automated door and window controls manufacturer and a Glassex regular LJ Pratley, which almost doubled the number of enquiries it took daily compared to last year. And IGU gas filling specialist Inagas whose Malcolm Kemp stepped into the hall on the first day believing it was all a big mistake, to be pleasantly rewarded with signed orders and substantial leads that vastly improved his demeanour for the trip home on Wednesday.

Proving the point that there will always be interest for genuine new products Lockguard, operating from a tiny stand that was barely big enough for the burly souls manning the display, filled the aisles at various times with visitors keen to look at their security handle; an intriguing and genuinely new approach to door security which proved the point that there will always be an eager audience for innovation.

Of course a key measure of just how genuinely successful an exhibitor finds an event is whether or not they re-book for the following year. Using this measure 2007 is a huge leap forward with more than 50% of the floor space signing on the line for next year with the machinery majors yet to sign but making positive noises.

Put into perspective, the same event last year yielded a few hundred metres from exhibitors who really didn't want to know. Again, credit to Broxton and his team though if the event hadn't worked then little would have persuaded the exhibitors to add ink to contracts.

Just as the industry has changed then so Glassex can never be expected to return to the heady days of the 'Nineties but 2007 has shown that the event has a genuine place in the industry and remains an effective trading post. That enthusiasm for the event and genuine customer care has been reinstated offers huge promise for the future, but for a show that represents the industry as it exists in the 21st century, not past decades. As one seasoned commentator put it: ‘It was close, but I think they've cracked it.’

Glassex 2007: Quotes from Exhibitors

Nick Dutton - Synseal Extrusions Ltd
‘For Synseal Glassex was the launch pad for the consumer branding campaign. Unlike other years, Synseal was not launching a new product, but the massive marketing support suite for customers. Centred on the ITV campaign, visitors could watch the TV ad and see the billboard design. New brochures, showroom support and merchandise were also on the stand. The response to the whole package from customers and prospects has been superb.

‘The interest in the branding campaign has been especially high at Glassex. Our stand was busy throughout the show and the number of enquiries was up on last year. Overall visitor numbers for the show were down and there were fewer exhibitors, but Glassex has always worked well for us so we have reserved the same front of house stand for next year.'

Kieran Lavery - Camden Group
‘The leads are better than the past couple of years, at least as good as our first show in 2004. Overall very positive; no reason why we won't be back next year.’


Dan Gill - Window Widgets
‘Sunday and today [Tuesday] excellent though on Monday we might as well have gone fishing! No idea why. This [Glassex] is the face of Window Widgets as we don't have a large sales force. The leads we get here take us through the summer and then we prepare our mail outs in preparation for the next Glassex. This is where we see our customers.’


Keith Sadler - Vista Panels
It's been fantastic! We took one order that will pay for the stand. We haven't been to Glassex for 4 years and we thought that it was the right time to come back to help re-brand our company. We firmly believe that if you didn't have a Glassex then where else would you be able to do business and meet your competitors head on.

We have been very proactive this year and from this we have had tremendous results...we exceeded our expectations in terms of lead generation - on the Sunday we had been inundated with interest and this was doubled on Monday and Tuesday, in fact this pattern continued throughout the show.

The right people have come to the show, people who actually want to do business. We now have a huge amount of leads to convert; Glassex has been fantastic for Vista Plc.

People complain about Glassex but what would we do without it? Dave Broxton and his team have done a great job and they deserve the backing of the industry. I am delighted with this event. ’



Malcolm Kemp - Inagas Ltd
‘We understood when we booked that this might be marginal for us as we sell mostly to the IGU market but with the new regulation [EN 1279 European harmonised Standard for Glass in Building - Insulating Glass Units] coming into fore we thought there would be some interest. But this has exceeded our expectations and, to our surprise has been a very good show. We have taken orders; very pleased.’


Jim Sander - TNCC Ltd (sponsor of the Glassex Gold Club & Press Office)
‘Exceeded our expectations. This was a major re-branding exercise for us with the purpose of pampering our customers and thanking them for their loyalty. We are generally delighted - the Glassex team has done a great job!’


Frank Banks - BFEL Ltd
‘The show has been very good for us, in fact it has been the best show we have ever done...we have generated 38 confirmed leads...and I mean decent leads! Glassex 2007 has been absolutely brilliant for my business.’


Geoff Hatton - Supertrucks
‘For 22 years we have attended Glassex and we feel that it is an important part of our marketing structure...we wouldn't know what to do if we didn't come. We have had an influx of good quality visitors to the stand and business has been very successful. We are very pleased with the show.’


David Clark - Comfyair
‘This has been our 5th year at Glassex and to be honest it just keeps getting better year on year...it is the best place to promote our products because the right people are coming through those doors. We have only spoken to genuine people and in fact we have had well over 100 people wanting our product, and as we operate in a very niche market this is extremely good. Glassex has been very good for us!’


Graham Price - Cervoglass
‘We think that Glassex gives us the best exposure to our market place. We have managed to generate some good quality leads at this year's show; the show has been excellent with a real mixed bag of visitors coming through the doors that have taken a real interest in our product. We have already signed up for next year!’


Gary Dean - Bohle
‘We have been firm supporters of Glassex for many years and we believe that the show is very important to the industry. We have done well this year; I would say we are all pleasantly surprised with the level of success we have achieved. Glassex 2007 has been very good for us seeing us generate over £120k worth of sales in new machinery alone from people that had no interest in buying before they came here. We have had a good steady flow of visitors to the stand, and all of them were in the buying frame of mind - we have re-signed for next year already’



Mark Warren - Lister Trade Frames
‘We wanted to expand our presence and show our product range for which we won some awards for at the show. We have had a lot more leads this year and in fact it has been a lot better than last year. It has been very beneficial and I am happy that we came to this show.’


Matthew Glover - Conservatory Outlet
'We didn't know quite what to expect as first time exhibitors but Glassex definitely worked for us. The stand was full for most of the show and the quality of enquiries was good. Launching our new trade website at Glassex meant we could demonstrate the benefits of the internet as a marketing tool. And our unique marketing support package and 10% rebate on frame production has generated several promising leads. Exactly what we were after.'


Mike Nagle - MBN International Systems Ltd, (Profitmaker software)
'I can't answer for anyone else but we were so busy throughout the show that I didn't leave the stand. I'd like to think we have the right product at the right time......We got a fantastic response from visitors, who were able to try the products there and then on the stand.

Alan Burgess - Masterframe Windows Ltd (visitor)
'As ever, Glassex is about networking and there is no better place to do it. I think Dave Broxton should be credited with listening, taking onboard suggestions for improvements and delivering 90% of them. The buzz around the Energy Efficiency Zone confirmed that our pioneering stance on the Window Energy Ratings is now being followed by a large proportion of the industry. Security is also becoming a key issue, as can be seen by the Secured by Design stand. We look forward to both becoming regular features in future shows.'

Barry Dunlop - ConservatoriesOnline.com
'Tuesday was a good day for us, did a good few orders plus one decent deal worth £20k over next 10 months, which we shook hands on in the Gold Club! With the continued upward surge in online lead generation and decline in traditional methods we are enjoying tremendous growth. It's a little ironic that one of the most traditional methods of selling - exhibitions - has contributed so strongly towards this.’

Steve Higgson - Glass Technical services
‘Glassex provided us with a prominent place to promote our products and show our customers what products we are bringing to the market. This year's show has been very successful, with Monday and Tuesday of the show being the better days - the amount of visitors showing a true interest has been very rewarding for all parties and we have taken lots of orders. The show has been extremely beneficial all round.’

Ian Spokes - Pilkington
‘Glassex is a useful window to the whole trade and being tied in with the Conservatory Design Competition was a very good opportunity for us to get our message out to our market place, existing and new customers alike. It has been very busy for us with a lot of visitors showing huge interest in our Activ product...we have taken this opportunity to not only build and develop our brand but also our relationship with our customers. It has been a very busy time for us...not to mention a good use of our time!’

Chris Nicholls - Nicholls & Cooke
‘It's exceeded our expectations - the best Glassex for us - it gets better every year. We have had such a response that we will have to step up production.’

Leeson J Hughes - COVA Products
‘Our best day was Monday which was probably down to there being more systems company executives around the show; as a foil manufacturer we know our customer base very well but we come to the shows to generate pull-through interest from fabricators and installers, who we hope will see our products and tell their suppliers.
We have had a very good response both at Glassex and Fensterbau to our new Cove XL woodgrain foil for which we have won awards at both events.’

Rod Bunyan - Lockguard Security Handle
‘Based on enquiries per square metre we must have topped the show! Yesterday [Tuesday] they were three deep in the aisle by our stand. This is our first Glassex and we are very impressed, especially as we have seen every type of specifiers with several from various police forces, including the Met. Highly delighted.’

Tony Pratley - LJ Pratley & Partners
‘Last year we averaged 19 enquiries each day and this year we have 35. The quality has always been good and so it is this year. We're in a specialised field [automated window and door controls] so we don't expect the volumes of enquiries but it's been a big increase for us. We'll be here next year.’

Dave Evans - Tradestyle
‘As a trade supplier you have two opportunities to get your name out into the market, one is through the trade press and the other is through Glassex - we simply have to be here! The leads we have obtained this year have been far better than last year’s. We are all about sales and Glassex is an absolute must.’

Simon Wells - CK International
‘We exhibited at last year's show and on the back of its success we immediately signed up for this year. This show has been absolutely brilliant for us, even better than last year...we have signed up for next year too. We have sold 60 machines over the last four days and we believe that the show has been very successful for us in educating the fabrication fraternity in how to recycle waste.’

Glen Horrace - Tremco
‘We have exhibited at Glassex for 18 years because we always tend to get quality leads from the exhibition...this year the numbers have not been high, but the quality has. Being in the Energy Efficiency Zone has helped us no end in promoting our energy efficient products as that is what we are about. The show has been very rewarding and successful for us.’

David Wellman - J. Banks & Co
‘We have always considered Glassex as our ideal shop window for launching new products and this year has been no exception. The footfall may have been down compared to previous years, but we have no complaints considering the continuous flow of quality visitors we received on the stand throughout the show and what is more important, the number of serious enquiries we have received.’

Lisa Douras - HOPPE (UK), sponsors of the Glassex seminar programme.
'Several seminars were well attended at Glassex this year. Early feedback from our own session on PAS24 has been good. Interest in security has never been higher. New security products for new and retrofit markets will boost sales at a key time.'