The Italian Job rallies to the NEC for the 2012 Classic Motor Show

As soon as I arrived at the NEC for this year’s Classic Motor Show, I knew it was going to be huge! If the size of the giant Alfa Romeo sign some guy was struggling to carry along the outer concourse of the NEC was anything to go by, this show was going to be big, very big. Competition for entry into the allocated car park started a good couple of miles from the sprawling complex, thanks to the fact the Motor show shared the NEC with a ‘skills’ show, whatever that is! The white capped, yellow vested guardians of the NEC roads and car parks, like traffic cops but not nearly as friendly, directed me to park in the car park, which was pretty much as far away as could be from Hall 6 where our Italian Job pitch was located. So far was it, I’d wager the stand and car park didn’t even share the same post code.

Not deterred, I gathered my box of leaflets and prize draw tickets and began trudging my way to the Halls in the company of hundreds of other classic motor fans. Some decided to stop by the pay booth for the car park on the way into the show, I’m guessing to avoid queues on leaving, to pay the modest £10 all day parking charge. Before you ask, that £10 didn’t include a car wash, shampoo and quick run around with a hoover!

I arrived at the Halls (17 to be precise) and decided to walk my way round the outside rather than fight through the halls and the throng of people, pushchairs, and those annoying baskets on wheels full of literature and free plastic bags being dragged in-attentively behind people. I arrived at Hall 6, flashed my silver coloured ‘exhibitor’ wristband at the security chaps and I was in….. among a sea of beautiful classic cars and masses and masses of people. I spotted our Italian Job logo on the two tall sail banners and knew that Martin and Jeanette and our family of furry, loveable and attention-grabbing teddy bears were not that far off.

I arrived at the stand and immediately went for Diet Coke and coffee, for I knew a long day lay ahead. My task was dishing out leaflets and postcards about the event to passers-by while Trina sold tickets for our Classic Mini Equinox prize draw and Martin and Jeanette pumped passing pedestrians for a lucky dip ticket and a chance to win a teddy. While partaking in the lucky dip, punters would we know gaze lovingly into the eyes of the teddy bears and without any sales effort at all, end up buying an arm full. When the profits of the IJ-crested teddy bears are so great and all in aid of our chosen charity, it’s a great and pretty simple way to fundraise, simultaneously promoting the event.

At the end of the day and thanks to Trina, we sold several hundred tickets which isn’t bad going considering the cost of entry was pretty exorbitant. I bought three bottles of diet coke from three different outlets throughout the day and on each occasion I paid a different amount. The first cost £1.50 from a machine, then £1.89 from a newsagent outside of the hall and then £1.99 in a café inside the halls. So really when you factor in the cost of food (let’s not discuss the quality), it’s little wonder families were keeping their hands firmly in their pockets.

We circulated loads of info too and reminisced about the old days with passing Jobbers who had done the IJ in years gone by. Several said they’d love to return and several new people whom we had just met confirmed they knew all about us and that one day they’d love to do it too. It’s always great to hear that and it reminds me that awareness of the IJ is pretty high. It could always be higher though. Martin and Jeanette managed to find new homes for many of our teddy bears too, which is brilliant because as I said before, 100% of the profits from the sale of teddy bears goes to Variety, the children’s charity. Given that we didn’t even have enough space on our stand for a Mini, our teddy bear family represented the IJ really well.

I’m hoping we’ll be asked back next year and if we do, then I’ll try and make sure we get enough space for a classic Mini…. I’d love to try and get a real gem of a Mini there as a head turner, crowd pleaser, so if anyone has any ideas, please don’t be shy, ping us an email and let us know.