Welcome to our meetings and events industry content hub where we curate our favourite content. You can experience live education sessions at our exhibitions, IMEX (www.imex-frankfurt.com) and IMEX America (www.imexamerica.com).
Showing up to your trade show booths with company collateral and a stack of business cards isn’t going to earn you any ROI. Attendees want innovative, eye-popping concepts with wow factors they’ll talk about long after the show—like these five attention-getters, for example. Sure, they cost a pretty penny, but they’re sure to increase foot traffic to (and engagement with) your booth.
At the Duty Free Show of the Americas, which takes place in Florida each spring, attendees come face-to-face with almost every conceivable item that might be sold in an airport duty-free store — from necklaces and perfume to cigars, luggage, and, of course, booze. “They serve a lot of alcohol, and they’d like people to sample this, that, or the other thing,” said Mark Gatley, regional general man-ager for SMG at the Greater Fort Lauderdale/Broward County Convention Center, which hosted the show for a few years before it moved to the Orlando World Center Marriott.
The trade show industry has quietly begun to undergo a revolution, spurred by the emergence of big data, analytics, and digital technologies. And yet all too many exhibition organizers, still happy to rely on traditional exhibit revenue streams, have been reluctant to plan for long-term digital transformation, says Denzil Rankine, executive chairman of events global events strategy consultancy AMR International.
Trade shows are expensive. Plain and simple. They can devour the lion’s share of your marketing budget. Nevertheless, trade shows should be part of your marketing plan if a significant portion of attendees comprise your target audience, you are interested in building relationships, or your product or service is typically underrepresented at trade shows. Of …
Don’t let a less than desirable booth location get you discouraged. Sure, certain booth locations are better for high foot traffic and visibility, but booth location is only one of the many factors that can determine the effectiveness of your display. By using creative booth design, having the right employees present, and implementing a holistic marketing strategy, you can more than make up for a corner booth.
As there is less and less separation between business technology and consumer technology, being able to “touch” emotionally your attendees is key to create brand awareness. Technology is the enabler – it is the customer relationship and the customer experience that matter the most. Creating immersive experiences that will empower the audience is how the exhibition industry will remain relevant and continue to grow.
Recently the marketing director of a company told me: “We’ve experimented with sponsorship opportunities in the past and haven’t found them to be the most effective strategy for reaching new supporters. While they certainly have let us reach some new customers, we’ve found that other avenues are more effective in this respect. In order to fulfill our primary mission more successfully, and given our relatively small size, we have to focus on being lean and efficient.”
Each employee, in any function, is a brand ambassador for your company. A trade fair stand is often quite an investment. It is therefore important to look at it from a ‘holistic’ point of view, in order to maximize the ROI as much as possible. Don’t miss the opportunity to give an internal boost. A well executed show can be an enormous source of pride and grow the teamwork across an organization.
As the events industry continues to evolve and change, so does the nature of exhibitions and trade shows. We can no longer rely as heavily on repeat attendees to help us generate revenue year after year. What’s the solution? Invigorate your exhibitions and trade shows’ experiences!
After twelve months and hundreds of exhibitor interviews, one of the many findings that I found surprising is that exhibitors really do not understand who owns the show they exhibit in. There is a significant disconnect about who owns and puts on the tradeshow that the exhibitor is exhibiting in!
In the trade show industry, and specifically for sales teams, producing results by means of booth and sponsorship sales is customarily the criteria by which “productivity” is measured. If we accept the end result as a good measure of productivity, and for all practical purposes it does seem to be the best option, then keeping the team’s focus on both short and long-term goals is key to success. Yet, even very successful teams often and inevitably go through repetitive cycles of procrastination.
Companies spend a lot of money and time creating a unique and compelling exhibit or event presence that will make them stand out and connect with potential and existing clients. There is another way to stand out and to garner attention for your company and for your brand. That is to have someone in the company speak at the event. Speaking at an event can seem daunting and, depending on the size and quality of the audience, some question if it is worthwhile.
Boring booths are bad for business. To make your trade show exhibits more exciting and attention-getting, add one or more of these 11 elements to get more attention, booth traffic, and ultimately, leads.
Smartphones have become a natural extension of our hands. Taking photos of anything and everything around us is like breathing: you do it without even thinking about is. Sharing is now something we expect from people and companies. Looking at your Twitter, Instagram, Facebook, LinkedIn channels, your visitors want to experience your product, “live” your services, appreciate your company.
With the growth of personal connectivity reaching new heights seemingly by the hour, it’s impossible to create a compelling event experience without offering a rock-solid wifi connection.
In Maslow’s Hierarchy of Needs the essential human needs are mapped out in pyramid form. The most crucial of needs are found at the bottom of this pyramid, while the slightly less critical needs are found as you move on up. It’s safe to say that had Maslow built out this hierarchy in 2016, he surely would have included “good wifi connection” somewhere at the base.
Predicting the future is basically impossible. But estimated guesses are possible, even in times as these. So, as in previous years, we have held many conversations on showfloors, at conferences, and at numerous events all around the world to identify the core themes that the UFI team feels will impact the global exhibition industry in 2017. So today, let me share with you “UFI’s 5 trends to watch in 2017”
If you’ve ever walked a show floor during build-up you’ll know that it’s a health and safety minefield with hundreds of potential opportunities for ‘near misses’ or even worse ‘workplace accidents’.
As organisers and contractors, we operate in inherently risky environments. We are building increasingly sophisticated and compelling ‘event destinations’, operating in busy venues, running on tight schedules and managing multiple suppliers, partners and clients on-site. It’s exhilarating to be part of, but also a huge logistical challenge to ensure everyone’s safety.
One way to really grab people’s attention and maintain it at exhibitions is to tap into people’s senses. People who walk away from your stand won’t remember your brand unless you appeal to several of their senses. Sensory marketing is certainly making an impact, but we expect it will take centre stage in the next few years, as more brands see the power of people’s senses and this impacts sales.
Some of the best stands you will come across have somehow managed to appeal to each of our senses. This may seem like an impossible task, but with some careful planning, it’s possible to achieve. If you were wondering how you can do this, here’s some tips on how to tap into people’s senses at exhibitions.
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