Exhibitions are all about innovation in any given market place, so why are some exhibitors still relying on archaic ways to deliver their message?
Recent years have undoubtedly seen many companies reduce how many trade shows they exhibit at as well as take a far keener approach to analysing their return from a show. Yet despite this, Exhibition Industry News is still surprised by the lack of imagination or application shown by some exhibitors. Are a handful of flyers and a pop-up banner acceptable in a world where information is so accessible and readily available?
Exhibition Industry News has asked four experienced exhibition professionals for their thoughts.
Mark Gordon
Mark Gordon, UBM Event Manager, International Confex & Live Experience Expo
I agree that a major element of exhibiting is innovation and slick presentation. The stands that provide an interactive experience for the visitor are seen as a feature and are busier and ‘buzzier’ as a result. However, I would argue that attitude is key to being a successful exhibitor. If the stand staff are proactive, engaging, approachable and above all knowledgeable, they will do very well regardless of what the stand might look like. Even a £500,000 stand will fail if the people manning it are not engaged with it themselves!
Shaun Casey
Shaun Casey, Regional Director Europe, Pacific World
“Whilst stand design and innovation are important, our greatest success at exhibitions has been achieved through creating a lot of ‘noise’ before the show. We invest a considerable amount of time in social media to engage with audiences before, during and after a show. Facilitating interactive communication before the show can help exhibitors to tailor their offering and messages more precisely, increasing the potential for effective business on the show floor – maximising face-time with customers is key to success. I would advise all exhibitors to include education and entertainment aspects to their stand. This will ensure that rapport is built with each prospective client.”
Katie Devaney, Reed Travel Exhibitions, EIBTM Marketing Manager
“When it comes to stand design, we find that exhibitors who use their imagination to create a stand that is an extension of their brand, whilst incorporating an inviting space for meetings and networking, have the greatest success in engaging with prospective clients. Hosting a stand event such as a networking drinks reception can be a great way to build relationships with both new and existing clients. In addition to this we are increasingly seeing exhibitors using technology and innovation to enhance and tailor their face-to-face meetings with prospective clients on the show floor. This can be anything from a simple iPad presentation to a talking hologram – there really is no limit to creativity.”
Jackie Groves
Jackie Groves, VP Sales and Marketing, GenieConnect
As a leading technology exhibitor, supplying web portal and mobile app solutions for the events industry, it is important for us to have the means to clearly demonstrate our products on our stand at events. We do this by using large interactive screens linked to live apps and demos, which showcase our solutions, allowing prospective clients to try out our tools on the show floor. This is a much more effective method for engaging with event attendees, leaving a longer lasting impression than simply talking them through what we can offer. At GenieConnect we also host education sessions at events, giving attendees further insight into the creation and use of mobile apps and web portal solutions within the meetings and events industry. This is a great way to increase exposure of our brand on the show floor and enables further interaction with attendees.”
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