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Let’s talk about BETA International

Let’s talk about BETA International

BETA International is the UK’s trade show for equestrian and country businesses. It takes place in September, is held at Stoneleigh, and is a great place to network, see new products, and speak to the people behind the best known brands in the equestrian and country community. On this episode of the podcast, I caught up with Claire Williams, Executive Director of the British Equestrian Trade Association (BETA), the association that owns BETA International, to find out what the 2023 event has in store for anyone attending.

BETA International Claire Williams

BETA International- the equestrian industry’s UK trade show

Did you know that BETA International has been running for over 40 years?! No, I’m embarrassed to say that I didn’t either. Claire shares lots about the trade show in this episode of the podcast, so let’s dive in, shall we…


Background of the Trade Show:

BETA International is a real staple of the equestrian and country trade sector, being the only one of its type in the UK. We talk about the evolution of the show over the last 40 years, and why and how the trade show moved and adapted during Covid-19.

Transition to Stoneleigh Venue:

BETA International used to be at the NEC, but moved to the NAEC at Stoneleigh a few years ago. We talk about why Stoneleigh works so well for exhibitors and visitors alike, and how it’s a familiar venue for equestrians and country folk due to the other shows, societies and more that are based there.

Importance of Networking:

Networking is a crucial aspect of any trade show, and we talk about the amount of opportunities to connect with industry peers and stay updated on developments that BETA International provides. We also talk about the relaxed atmosphere at Stoneleigh and how this continues to create really great interactions with visitors and exhibitors alike.

Understanding the Trade Show:

The role of BETA International, in fact, any trade show, has evolved as time has passed. Now, it serves as a platform for suppliers to showcase their products to retailers and industry professionals, to network and consolidate relationships, rather than to solely gather forward orders for the next season. For attendees, they can explore new launches, innovations, and participate in educational seminars. It’s not just about placing orders.

It’s all about the exhibitors

Exhibitors and their stands make up a key part of the show and offer insights into new products and innovations, sharing best sellers, and catching up with their customers. Claire also talked about some memorable stands from past events as well as innovative equestrian products.

Role of Sponsors:

BETA International is sponsored by Neue Schule, and we talk about how sponsors support and benefit from association with the show. We look at things like alignment and why sponsorship should be mutually beneficial to ensure maximum value for all concerned.

Horse & Rider New Product Showcase:

The New Product Showcase, sponsored by Horse and Rider magazine, showcases innovative products and technologies and is a real hub of the event. New products are placed into relevant categories and then are judged by retailers and industry experts for their market potential. The designated area also means that visitors can come and see what’s new up close and read about it before heading over to the relevant stand for more information.

CPD Opportunities:

Continuous Professional Development (CPD) seminars offer attendees opportunities to enhance their skills and knowledge and are part of BETA International’s programme that attendees can enjoy for free. Speakers cover a range of topics relevant to equestrian retailers, providing valuable insights. Every year, the schedule is carefully planned to deliver variety and value, so there’s something (well, many things!) for everyone. And it’s all absolutely free!

If you’re an equestrian, country or pet business, make sure BETA International is firmly in your calendar. I’m lucky enough to work with this fab organisation, so I am a bit biased, but it’s THE place to be this September- you won’t regret it…

To find out more about BETA International- look into getting a stand, register to attend, to anything else, make sure you check out the website here.

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BETA International – how to make the most out of BETA International

If you’re planning to go to BETA International later this month, then make sure you read this first!

What is BETA International?

BETA International in the British Equestrian Trade Association’s international trade show that happens at the NEC in Birmingham each January. Well, it used to be February, but it’s January now. This year it’s running between 21st and 23rd. The good and great of the equestrian and country industry gather to see what’s new, what’s hot, what we can expect to see in the coming year… and to have a good catch up with friends and colleagues. It lasts for three days, it’s free entry, but you do need to register and be a true member of the equestrian trade. You can’t buy things at BETA International, as in, you can’t walk away with armfuls of stuff like you can at somewhere like Badminton or Your Horse Live. Retailers can place orders on stands, and it gives busy retailers the chance to see a lot of businesses in a fairly short space of time, and to get most of their forward orders sorted too!

Why am I giving advice on BETA International?

I’ve attended BETA International as an exhibitor (when I used to be marketing manager for one of the biggest exhibitors there), and as an equestrian PR and marketing consultant, so I think I’ve seen it from a few different sides. The advice below, whether you’re an exhibitor or a visitor should help you… you ready?

Top Tips for exhibitors at BETA International…

  • Make sure you have filled in and taken advantage of all the free opportunities you can. When you exhibit you’re sent a lot of information you need to fill in and filter through, but it’s worth it.
  • Make sure your customers know you’ll be there. Send them an email. Get on the phone. Invite them to come and see you.
  • Use BETA International as an opportunity to sell but also to build relationships with your customers. Invite them for a drink, have a chat, get to know them. People buy from people and there’s no better opportunity than when that person is on your stand!
  • Snacks and drinks. Having snacks and drink on the stand for customers is a big plus. The air con makes you want to drink a fair amount of water, and having someone offer you a bottle can make a big difference. You could always get your drinks and snacks branded too. So you never miss an opportunity.
  • There’s usually the opportunity to display a press release on the racking inside the press office during the event, for members of the press to pick up. Have a chat with the press officer and get the info you need (best time to drop them off, number required, etc).
  • Incentives. Are you running any show offers? Competitions? Incentives can encoruage people to visit you. But make sure you tell them about the incentives…

Top Tips for people visiting BETA International…

…and many of these apply to exhibitors too…

  • Stay hydrated. I know I sound like your mother, but it’s true. I have been foolish before and not drunk as much as I should have and have felt pretty rough as the day progressed. You’re chattering away most of the time, there’s the air con… you need to drink. Tea and coffee are fine, but water is best. Pop at least one bottle in your bag. Trust me on this.
  • Lip balm. It sounds like I have a thing about air con, but it can really dry your lips out and that’s not nice. Pop a lip balm in your bag and you’ll be sorted.
  • Footwear. Comfort wins. Always. Be smart, yes, but keep in mind you could cover miles in the halls and you don’t want to be limping after an hour… because you’ll be in a world of pain come home time (and for the next few days too).
  • Layers. In January, the temperature outside can vary enormously, but get into a big indoor exhibition and you have more temperature issues to contend with. Dress in layers so you can stay comfortable and smart all day long. There’s also another benefit that thin layers can be put in a bag when removed. Bulky layers are a lot more challenging.
  • Charging unit. I don’t know about you, but I get battery anxiety when I go to shows and events. The fear of the damn thing running out when I need it genuinely concerns me, but if you invest in a charging pack that can charge your phone remotely, you’re covered. My friend has a nifty phone case that does this, but I have a plugin one.
  • Business cards. Make sure you have some. Make sure you have somewhere to keep other people’s.
  • Plan. It’s easy to miss people if you don’t have a plan. Write down the stands you want to see, their stand numbers and, if you’re ultra organised, mark them on the show plan. That said, it’s pretty easy to navigate around BETA International due to the enormous letters hanging from the ceiling, so don’t worry too much about this.
  • Appointments. Some stands work on a no appointments policy and for some it’s essential to make an appointment. Check if it’s important you see a specific person.
  • Bags. You will be given various brochures, leaflets and samples, so make sure you have a good bag that you’re happy to carry around with you. Think strength but also think comfortable wide handles.
  • Programme. Look at the programme. See what talks are going on and when. There’s usually a really interesting programme, so make the most of it.
  • Enjoy! It’s about having fun too, so don’t get yourself completely booked up – add some amble time so you can take in the whole show and discover new bits too.

Is there anything I’ve missed?

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How to make your BETA International even better!

How to make your BETA International even better!Can you make your BETA International even better?

We’re fast approaching BETA International, THE equestrian trade event where the good and great of the equestrian world gather to see what’s going on in the trade…and what we can look forward to over the coming months. It takes place at the NEC in January and although there’s often snow (or if not actual snow, the threat of it), it’s a fun, warm, busy event that always leaves me a mixture of exhausted and excited. So, how can you make BETA International even better for you?

Exhibitor, retailer or member of the trade?

Whether you’re going as an exhibitor, a retailer or a member of the trade, you will come away with something, whether it’s an idea, excitement about a new innovation, a new contact, or a list of products that you want to stock. Many retailers use BETA International as the place to place their orders for the coming season as manufacturers use the show to showcase what’s coming up. Many stands also have some cracking show offers to save money. Actually, attending the show is likely to save you a few pounds as instead of travelling all over the country to see suppliers, they’re all under one roof…a few feet away from each other.

I’d call myself a seasoned BETA International attendee. I go each year to support my clients who exhibit, to catch up with magazines, to see what’s coming up in the trade, to network, to catch up with friends and to be inspired. For those who are new to BETA International, whether it’s the first time they’ve attended as a visitor or the first time they’ve taken a stand, I have a few top tips…obviously some of these apply more to stands than visitors and visa versa…

Tips to make BETA International even better

* Footwear – yes, footwear is important. Even if you’re on a stand all day and not marching around the halls, your feet will ache. Actually, everything will ache. Wear comfortable footwear. Honestly. You’ll regret it if you don’t.

* Hydrate – I don’t know what it is about the NEC, but I always end up with a dry throat and feeling a bit ‘urgh’ towards the end of the day. I blame the air con. And the near constant chatting. So make sure you’re armed with a bottle or water at all times. Yes, it’s not terribly ‘PR’ to be drinking water rather than champagne but a) the Ab-Fab champagne swilling persona isn’t true…and if you find a PR that’s partially drunk a 12noon on a Sunday, they probably aren’t the kind of person you want to work with b) water doesn’t make you feel odd (as per alcohol and caffeinated drinks..well, after the sixth one) – it helps enormously and is very easy to come by c) BETA International can be a bit of a marathon as there’s always so much to see and you’ll be walking miles in the day…water is the way forward. Honest.

* Lip salve – lip balm, lip butter, whatever it’s called, take some with you. Again, I think the air con’s to blame, but my lips always dry out…and a bit of lip balm/salve fixes it.

* Plan – get your ticket before BETA International. It’s a trade only show, so consumers can’t attend, but if you fit into one of the categories, you should be OK. You need to register here.

* Take in the fashion show – there really is nothing like it. If you enjoy people dancing around with whips, it’ll be right up your street.

* Take a notepad and somewhere to keep business cards safe – you will be given various business cards from people, and losing them is SOOO annoying. You can get little business card holders, or just take a notepad and staple the business card of the person you’ve been dealing with to the top of your page.

* Bags – there’s no doubt that you’ll collect leaflets and promotional material as you go around…so take a comfortable, easy to carry bag…and be careful about what you take. One year I was given a HUGE paper bag from a company. I ambled off, very pleased about it and what could be inside it and you know what…it was empty. Completely empty. I quickly binned it. It might also pay to sit and sift through your gathered leaflets and brochures a few times during the day to give you the chance to get rid of the stuff you don’t need and reduce everything into one bag. You’ll thank me for this tip when your fingers are not sore and red and you STILL have to walk back to the car. Honest.

* Phone – your phone is a useful asset…although not always in the way you think. Yes, you can make calls on your phone, but, in my opinion, that’s secondary to this. Take a picture of where you’ve parked your car and the car park you’re in. After losing the car for the best part of an hour in the pouring rain a few years ago, I always take a picture of it and the car park sign that’s the closest.

* Have a plan – use the BETA International website (www.beta-int.com) to plan who you want to see before you get there. All the exhibitors are listed, so you can see who you HAVE to see and then make another list of who you’d like to see. I’m 99% sure that there’s a floorplan in ETN’s February issue, which is a HUGE help. Or you can pick up a copy of ETN/BETA International guide when you get there.

* Do you need to make an appointment? Some companies are obsessed with appointments, especially if you want to see a particular person at a company. Drop them an email/call them before BETA International to see how they’re working this year. If you need to book appointments, make sure you don’t book them too close together, give yourself some breathing room in between. This means that if you get stuck into something, you don’t have to run half way through and, if you have time to spare, you can take in some more of the show/refill at the cafe before your next appointment.

* Tell your customers – if you have a stand at BETA International make sure EVERYONE knows. Put it on your website. Put it on your social media platforms. Send out a newsletter about it. Paint a herd of cows to show you’re going (OK, do NOT do the latter if they’re a) not your cows and b) the paint is not suitable for cows). MAKE SURE PEOPLE KNOW.

* Offer an incentive – if you’re at BETA International, offer an incentive for people to come and see you on your stand. It could be a corking show offer, it could be entry into a competition in exchange for a business card, it could be something completely off the wall and interesting, it could be sweets. Whatever you do, do something. Saying ‘we’re here’, isn’t good enough. If you’re launching a new product, tell people.

* Speak to the press – if you’re at BETA International and you have something new and exciting to show the world, why not invite the press to your stand to see it? You could have an open invite or organise a little launch and invite whoever you want.

* Have fun – yes, it might be work, but BETA International can be great fun too. They have a fab demonstration area where you can see real horses showing off new kit. One year, War Horse was walking around the place…and one year there was a man modelling sand into a horse scultpure in one of the aisles (it was amazing actually!). See the BETA International website (www.beta-int.com) to find out what’s going on.

 

My must-see places…

* The fashion show – you HAVE to go to the fashion show…even if you can’t stay for the full event, go and see some of it.

* The New Products Gallery – full or interesting new products from established brands and new kids on the block.

So there are some top tips on how to make your BETA International even better – enjoy!

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