The exhibitions company B2B Portfolio ceased trading at the end of February, with all 15 members of staff losing their jobs.

The Bristol-based company ran a series of six business exhibitions across the UK, targeting key decision makers, owners and directors from small to medium-sized companies, offering the opportunity for companies to exhibit their products and services to them. The shows were called B2B London, B2B Thames Valley, B2B North West, B2B Midlands, B2B Wales and B2B South East. As yet, the damage to B2B as a community or audience is unknown, but companies that have put their cash and trust into a company they believed in will have learnt a lesson - that is, be careful when choosing your marketing media.

Cash flow problems and expanding too fast have been the main reasons cited for the business' failure. A company called Fresh Business Thinking, offering online advice to businessowners, (which is run by Nick James, who is also behind B2B Portfolio), remains in operation. James was unavailable for comment.

There has been no official announcement, leaving both visitors and exhibitors unaware of proceedings, with many that have signed up for this year's events waiting to find out if they will receive their money back. Not to mention the damage done to the term B2B in general. Throughout its lifespan, the company was high profile, with the Sunday Times as media partners and using speakers such as Sir Bob Geldof. "We were as shocked as everyone else when we found out what had happened," says Gavin Sheppard, head of commercial development at the Thames Valley Chamber of Commerce, one of the major sponsors of the show. "I think this is a classic case of a SME growing too quickly and not managing its growth."

The show must go on

However, a number of interested parties have stepped in to revive some of the exhibitions. Nationwide Exhibitions, responsible for shows such as the National Accountancy Exhibition, has taken over the B2B North West Show. Scott Hider, event director, who was formerly employed by B2B Portfolio, says, "The show is to be rebranded Business North West and will take place at the same time and place. We're trying to run it as seamlessly as possible."

He adds that the same partners are involved and the company is honouring the deposit paid by exhibitors already signed up for this year's exhibition. "It's a shame to waste a great show. We had 4000 visitors through the door last year - the north west needs a show like this. The ethos definitely works."

The London and Wales B2B Portfolio shows have also been rebranded and are now called the Ideal Business Show, "rescued" by another former B2B Portfolio employee, Charles Troy. He agrees that the shows were a positive force in the B2B marketplace.

"Although the finances weren't good, the shows were in great shape and we knew that many of our exhibitors were still keen to go ahead," he says. Again, the exhibitions will be taking place at the same time and place as previously billed. Discussions are taking place with regards to the other exhibitions with nothing confirmed as yet. Sheppard adds that the Thames Valley Chamber of Commerce is interested in continuing with its partnerships and is confident that it can move forward.

Exhibitor feedback

The ethos behind the B2B Portfolio shows, according to its website, was to offer "time-poor, information-hungry business owners looking to grow their businesses, information, ideas, advice and inspiration." It gave visitors the chance to share knowledge, debate issues, receive advice and network. Robin Buxton, MD of student placement organisation Placement UK, which exhibited at B2B London, says, "We were gutted when we found out what had happened - there isn't another exhibition like this one - it was perfect for us and plenty of others. I think the concept is sound, the quality of promotions was strong and it was a good venue. I think they tried to diversify too much and took their eye off the ball." He says Placement UK will be exhibiting again this year.

Jamie Mistlin, director of Recruitment Revolution agrees. "It was an amazing show, I couldn't fault it - the operation was very smooth. Perhaps that's why it folded - the events were too lavish and they expanded too quickly." Calum Kerr, director of WebGuild Media, also says it was a good exhibition to be at. "It left us with some good leads and as a small company, it was an excellent opportunity for us to get out there and meet people."

This is one of the reasons why it's so important for B2B exhibitions to exist in general according to Tom Treverton, PR manager at the Events Industry Alliance (EIA). "It creates a forum to have face-to-face interaction - a very powerful way of doing business. B2B exhibitions are particularly important for SMEs because they help form a community, encouraging people to get involved in trying to grow their sector." It also gives companies the opportunity to sponsor the show and reach a specific audience. EDF Energy was a title sponsor of the B2B Portfolio series of exhibitions. Press officer Richard Robinson says it had provided, "a unique opportunity for EDF Energy to support the local business community."

The demise of B2B Portfolio has highlighted the need for B2B exhibitions across the UK - and it seems demand is high. In the meantime however, many of the exhibitors that signed up for this year's B2B Portfolio exhibitions face a nervous wait - if the show doesn't go on, they may lose out - not only money spent on booking the space and on the stand, but also the time, effort and planning that has gone into preparation. As to whether B2B Portfolio itself was unscrupulous or just particularly shoddy with its financial dealings, remains open to question.

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