Exhibition time

Twitter Facebook Google+ LinkedIn
Not long ago you could divide your day into segments, each of which had its own distinct activity. Breakfasttime was for eating, and a cursory glance at the newspaper. Drivingtime was for, well, driving. Worktime was for working. And Mytime was for relaxing and watching television. Now, it’s all changed. The digital world has blurred the segments completely. Living in a 3G age means that you’re online and fully convergent at all times. You’re accessible, and you have access to everyone and everything from your smart phone. So, what does this mean for Exhibitiontime? What sort of a world should attendees enter, and what does Exhibitontime feel like?  The concept of an exhibition space conjures up a myriad of pre-determined predictions about what you’re about to experience. Big or small, exhibitions are the same over; unique spaces, where a brand experience is brought to life. Apart from the introduction of new technologies, the principle of exhibitions hasn’t changed much for decades. So, is Exhibitiontime more of the same? While the essential fabric of trade shows may remain, there needs to be a greater mindshift to embrace the fact that the way we communicate, engage and conduct business is fundamentally changing. The need for exhibitions to work harder in providing real business solutions in an ultra-efficient way means they must be recognised as more than a 3-dimensional brand icon. Exhibitiontime is less about changing the way exhibition spaces are experienced. It’s more about an internal corporate mindshift from seeing trade shows as a ‘construction’ and ‘man-the-stand’ job.  It’s a question of generating a longer-term relationship with your customers so that your exhibition strategy is an all-encompassing means of reaching, engaging and sustaining positive relations with the people that matter most to you. Exhibitiontime is about an integrated marketing approach where trade shows are fundamentally linked to your marketing, brand and sales channels. It means fully understanding the objectives of why you’re there, and what you’re trying to achieve. It means aligning your messages to the people you’re trying to reach and beginning the process of engagement long before they enter the trade show itself. It’s about making the best use of the limited time available to your customers, and keeping that conversation alive once they’ve left the branded shores of your stand. And finally, it’s about refreshing attitudes towards exhibitions and raising the profile and measurable value of the considerable investment of time and money. Remember how shopping used to be just about shopping? Well now, in most stores, it’s more of a personal experience; tasting, testing, trying and then using that voucher that they sent you in the post. How on earth did they know you were interested in green tea? Why can’t we make Exhibitiontime more of a tailored customer experience where you know who’s coming to your stand, when, why and what for? Where the connection isn’t lost with those customers, and where the value of their time at your exhibition, and beyond, is recorded, valued and assessed. Exhibitiontime is about creating a customised, sustained and integrated relationship journey where the exhibition stand is merely a step along the way and not the final destination. Laurence Croneen is founding director of Deeper Blue, a live communications agency established around the principle of sustained engagement: the means of creating longer-term value and deeper relationships with your key communities. He can be contacted via the editor.
Twitter Facebook Google+ LinkedIn

Related Stories

Elsewhere on EN

EN spotlights #eventtech start-ups with new competition

EN spotlights #eventtech start-ups with new competition

EN has teamed up with Event Tech Lab and EventTech 17 to launch a competition to help #eventtech start-ups get more exposure in the events industry.
Reed acquires Imbibe Media

Reed acquires Imbibe Media

Reed Exhibitions has announced that it has acquired Imbibe Media, the company behind B2B drinks industry show Imbibe Live.
Celtic Manor convention centre construction to commence in February

Celtic Manor convention centre construction to commence in February

Construction of the International Convention Centre at the Celtic Manor Resort near Newport is to get under way next February, according to chief executive of the Celtic Manor Ian Edwards.

WATCH THE EN AWARDS 2016 HIGHLIGHTS


silverstream.tv

Most read Stories

Building emerald cities

Building emerald cities

From Malaria to Blenheim, through to UBM, Jane Risby-Rose – the 20-year story of her yellow brick road industry journey.
5 top marketing tips from AEO Forums 2016

5 top marketing tips from AEO Forums 2016

Looking to the future and learning from the past at AEO Forums 2016.
2 Minutes with Sarah Mayo

2 Minutes with Sarah Mayo

Sarah Mayo, marketing director EMEA, Freeman and FreemanXP talks about her new role, playing golf with Westlife and the skills needed in our industry.

Latest News

EN spotlights #eventtech start-ups with new competition

EN spotlights #eventtech start-ups with new competition

EN has teamed up with Event Tech Lab and EventTech 17 to launch a competition to help #eventtech start-ups get more exposure in the events industry.
Reed acquires Imbibe Media

Reed acquires Imbibe Media

Reed Exhibitions has announced that it has acquired Imbibe Media, the company behind B2B drinks industry show Imbibe Live.
Celtic Manor convention centre construction to commence in February

Celtic Manor convention centre construction to commence in February

Construction of the International Convention Centre at the Celtic Manor Resort near Newport is to get under way next February, according to chief executive of the Celtic Manor Ian Edwards.

Latest Galleries

ESSA 2016 Conference of Things

ESSA 2016 Conference of Things

This year’s ESSA Conference achieved a record attendance of delegates from across the events supplier industry, representing over 100 companies at Ricoh Arena, on 24 November.
The Prosthetics Event 2016

The Prosthetics Event 2016

Exhibition, education and shopping show The Prosthetics Event, returned to Conference Aston in Birmingham for the third consecutive year on 19 November.
World Travel Market London 2016

World Travel Market London 2016

World Travel Market (WTM) London 2016, which took place on 7-9 November at ExCeL London, celebrated its most successful show yet with a joint record attendance of 51,500.

Latest Opinions

Opportunity knocks

Opportunity knocks

Paul Byrom, AEO chairman and MD at Upper Street Events on the formation and goals of the new AEO Development Board
The height of safe practice

The height of safe practice

Andrew Harrison, ESSA director on continuing to build a robust, safety-first, working culture in events and exhibitions.
All part of the plan

All part of the plan

Kevin Horler, project director of Vividfish Ltd, on the importance of creating an inbound marketing strategy for your next exhibition.