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Experiential Marketing seems to be the buzzword of the moment and it's something that exhibitions have always been pretty good at delivering. At an exhibition we use all five senses to communicate our message to our target audience. For 2006, Brand Licensing are taking this a step further by introducing a range of new attractions and marketing initiatives that will give visitors the opportunity to experience brands in several different ways.

The 'Licensing Experience' includes The Film Showcase, Licensing Stage, Meeting and Hospitality Rooms, Hosted Retailer Programmes. These new initiatives are designed to deliver an unforgettable exhibiting and visiting experience. In this column I will update you on these initiatives and more, counting down the next ten months.

The first Exhibitor Focus Group was held in December and was a very productive and constructive meeting. The valuable feedback will have a significant impact on the 2006 marketing and promotion campaign. The new initiatives mentioned above were discussed and honed by the Focus Group Members and some hot, new ideas were generated. Ideas that are subsequently being explored include territory-specific property promotions, screening facilities for TV studios, profile matching of exhibitors with visitors and categorisation of products and services. It is clear that all the Focus Group Members are committed to working with us to ensure that the show continues to meet the needs of the whole licensing industry and I would like to thank them for their fresh thinking and their time.

What else is new? Advanstar will be appointing a Retail Relationship Manager to work alongside Helen Simms, Group Marketing Manager, during the three months leading up to the show. The role will be to co-ordinate the European Hosted Buyers Programme and to reinforce the benefits of attending to key retailers.

60 companies have confirmed their stands at Brand Licensing 2006 and a further six companies have reserved their stands. Newly confirmed bookings made in December include, Granada Ventures, Jetix Consumer Products, Silver Lining Group, EMAP, AT Merchandise and The National Maritime Museum.

As always, please do contact me with your views on the show and the new initiatives we are introducing for 2006 at [email protected]