AES 115th Convention: 10 - 13 Oct,
Javits Center, New York

The US AES Convention in October is one of the overseas exhibitions for which the APRS administers SESA grants.

This year it is likely that a number UK manufacturers will qualify for a grant of up to �2300 toward their stand costs. The proposed new SESA rules don't come into effect until 2004 - 2005 but for this year, transitional arrangements apply which may give companies who previously would not have qualified an extra chance.

Once the new rules do come into force, the APRS (should SESA agree our proposals) will have much more flexibility to provide assistance to the Creative and Media and the Communication sectors of industry. We may, for example, be in a position to take a group of UK manufacturers to a specific market on a vertical mission where, as SESA puts it, the country has been chosen on the basis of its relevance to the needs of companies active in the target sector . We could also help promote a series of seminars or a combination of exhibition, demonstrations and seminars - any sensible and potentially productive plan will be considered by Trade Partners UK.

APRS Plan Consular Reception

This year, the APRS hope to augment the SESA support by collaborating with the New York British Consul-General in hosting a reception to which UK manufacturers and service providers can invite specially targeted customers and potential clients. 

Participation in the Consular Reception is not restricted to APRS members. Companies wishing to participate should select key customers and provide contact details to the APRS who will be creating an invitee list. Attendance will be on first come, first served basis and APRS members will get priority. UK manufacturers who are new to the US market can also acquire the help of the US Consular team who will undertake market surveys and arrange customer meetings.

For information about eligibility for SESA Grants
for the New York AES Convention contact 
Colin Holdsworth [email protected] 

For Exhibitor information
http://www.aes.org 

For other SESA information
[email protected] 

New SESA Scheme Proposals

• TPUK will limit all its services to SME�s using the EU definitions e.g. companies with less than 250 employees, turn-over less than 40m and must be less than 25% owned by a parent company.
   

• Global cap of 20 (OMS /SESA) supports for each company
   

• Slate to be wiped clean, probably from April 2004 - this means a fresh start for some established exporters
   

• Max 3 times at any one exhibition - APRS seeking clarification as to whether AES Conventions are deemed as 2 separate exhibitions or 2 editions of the same exhibition.
   

• Max 3 missions to any one market - APRS seeking clarification whether missions includes exhibitions. If that is so, it may be necessary to plead a special case for as long as the AES is still regarded as the principal international event.
   

• Grant reduced for 60% to 50%, but ceiling raised from �2300 to �2500
   

• Establishment of a �de minimus� cap of �60,000 of any state aid to a company. This is designed to prevent big companies from getting aid which could be allocated to new entrant companies.

New Government Policy on Export Grants

After a lengthy review of the Support for Exhibitions and Seminars Overseas (SESA) scheme, Trade Partners UK, the government department that is responsible for running overseas export support schemes, has announced a completely new approach which may provide fresh opportunities for manufacturers and service providers in the professional audio industries.

At first sight, there seem to be some significant benefits arising out of the new arrangements which, for example, may give companies with currently expired eligibility one or two more claim opportunities - but don't break out the champagne just yet. The overall thrust of the changes prioritise new to export companies which may not allow existing companies to respond to technological developments which require new product and brand launches in existing markets. Whilst it can be argued that global UK exports are most likely to grow because of new exporters entering the market, the maelstrom of technological convergence which drives many companies into unknown territory would remain unsupported.

Despite repeated pleas, TPUK has not recognised a number of key business realities which impact on the pro-audio market along with a number of organisations in other sectors. The concept of the international exhibition which, irrespective of the geographical venue, services a global industry is penalised by the new rules. Notwithstanding the need to explore new markets, regular established events deserve continued support.

SESA scheme sponsors will now be subject to accreditation, which involves compliance with a set of procedures which, for some industries, are inappropriate and unnecessarily time consuming. Sponsors will be expected to involve claimant companies in post-show follow-up exercises that will include filling-in questionnaires to support the current fashion for performance measurement, tests and tables. There seems to be a reluctance to accept that success at an exhibition is not only measurable in actual sales derived at the time.

The experience of the APRS indicates that corporations do not respond well to requests for commercially sensitive data at or after shows and to pester claimants any more than absolutely necessary will only tend to alienate and discourage them.