The Association of Personal Assistants (APA) reports an outstanding success as a result of its attendance at The Times / Crème exhibition and conference at Olympia (15–17 May 2007) where more than 1000 people visited its stand over the 3 day period.

The organisation’s prominent position and attractive stand, supported by Business Partners, Virgin Vie, helped make them one of the busiest and best attended at the show. Director General Gareth Osborne said, “We were thrilled by the interest attendees showed in our presence and the level of people joining as a result has been amazing. We had originally not intended to attend the show and booked our stand at the very last minute; so we missed out on much of the pre-show promotion, but none-the-less attracted enormous interest.

PAs attending were reportedly pleased by our dynamic and modern style and our passion to professionalise a greatly misunderstood but essential occupation.” “Bosses also seemed impressed. Those attending expressed enthusiasm for the level of guidance we plan to offer to their PAs and most seemed willing to pay for the membership subscription. As I went to great lengths to remind them, many companies pay for executive membership of professional bodies; it is a tax efficient way of offering another personal benefit, and PAs are no different. And, if the PA’s membership adds direct and measurable value to his or her boss, then even better.”

Colin Minto, APA’s Technology Director was particularly busy at the show, “PAs seemed impressed by the level and quality of on-line technology we have embedded in the APA website (www.paprofessional.com) to make it friendly, welcoming and easy to navigate. Encouragement for the PA Forum, where members can exchange views, share tips and make business contacts was especially pleasing,” said Colin, “We are already starting to get some debate going and I feel it will be a focal point for PA networking.”

APA is already planning to attend Crème events in Manchester in November and London again in 2008 but Gareth Osborne has even more ambitious plans and says, “Who knows, by 2008 we could be planning our own national PA exhibition and conference for Members. At the current rate of growth it certainly seems sustainable and we could attract an impressive group of speakers from our current contacts list”.

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