Exhibition performance

Andrew Harrison, ESSA director encourages industry professionals and ESSA members to take a look at the Exhibitor Masterclass series.  Have any of your clients attended a FaceTime Exhibitor Masterclass yet? By the time this column goes to press, FaceTime will have delivered its third Masterclass event, this time returning to the NEC, where over 400 exhibiting companies arrived for a day of exhibition inspiration. The Event Supplier and Services Association (ESSA) announced its support for the project in January with a 12-month partnership, having supported the initiative during its launch in September 2014. This series of Exhibitor Masterclasses is another in the line of win-win initiatives from FaceTime. Primarily funded by our sister association, the AEO, and founded in early 2010 to provide expertise and guidance for marketers and businesses, FaceTime's mission is to explain why and how face-to-face marketing works, and how to get the very best out of it. The Masterclasses have covered an extremely diverse range of topics to date, and they are an ideal event for exhibitors and would-be exhibitors to discover how to get the most out of their exhibiting experience. Each Masterclass features a schedule full of experts in their field sharing their insights, advice, and experiences, all focused on creating a better exhibition experience for everyone. Whether it's advice on how to best engage visitors on your stand, a detailed look at common exhibitor pitfalls and getting the best bang for your buck, or a discourse on the prevailing trends and effective tools in data capture, these Masterclasses will hold something of interest and practical use for everyone involved in exhibitions. At ESSA, our members are in the business of ensuring much the same thing, that their customers – the exhibitors and the creative agencies – are able to maximise the benefits of exhibiting. The health and vitality of the exhibition industry depends on exhibitors having the confidence that the significant investment they have made in order to put an exhibition presence together will be repaid in some way. I'm encouraging ESSA members and industry professionals alike to find out about these Masterclasses for themselves, and to communicate the extraordinary range of indispensable content available via FaceTime. Of course, these FaceTime Exhibitor Masterclasses aren't just for first time exhibitors. Experienced exhibitors will also benefit from the variety of forward thinking topics relating to enhancing exhibition performance. With experts from a wide variety of disciplines discussing strategies and techniques to improve engagement, efficiency and ROI, these Masterclasses have a great deal to offer the seasoned exhibitor too. Places at the Exhibitor Masterclasses are free to companies who exhibit at AEO member run events. From an organiser's perspective, well informed exhibitors producing great exhibition presences adds up to better exhibitions, and greater visitor engagement with the exhibitors and the show brand itself. For ESSA's part, the events themselves are a golden opportunity to promote the ‘Use an ESSA member’ campaign, and the chance to underline that a good exhibition presence depends on using the best services and suppliers available. This is the message being supported by FaceTime and the Masterclasses, and it's a doubly valuable endorsement. On the one hand, delegates are told about the benefits of choosing ESSA members to produce their exhibition presences and ESSA is actively recognised for driving standards upwards and representing the 'kite-mark' for event contractors. On the other hand this message is amplified through FaceTime's comprehensive digital marketing campaign for the Masterclasses, reaching a far wider audience than the events themselves. There are two further Masterclass events scheduled by FaceTime this year, one at ACC Liverpool on 19 October and another at the SECC on 26 November.    This article was first published in the July issue of EN's sister publication Exhibition Bulletin. Any comments? Email Jamie Wallis
Andrew Harrison
Posted by Andrew Harrison
PopularComments
Twitter Facebook Google+ LinkedIn

Related Stories

Others on EN

Good practice with data

Good practice with data

Simon Clayton, chief ideas officer at RefTech, on being open, transparent, and accurate about what you are doing with the data you handle.
Beware of the punter

Beware of the punter

Trevor Punt, managing director of TBG Group, on the rise of the stereotypical punter and the need for nerves of steel.
Peer to peer

Peer to peer

Will Broadfoot, director of Footfall Events & Marketing on unlocking exhibitor potential and improving participation.

WATCH THE EN AWARDS 2016 HIGHLIGHTS


silverstream.tv

Most Read Stories

Lourda Derry: Making the connection

Lourda Derry: Making the connection

Lourda Derry, director of Easyfairs UK addresses the science behind operations and the profile of our audiences.
Steve Monnington: The Dealmaker in March

Steve Monnington: The Dealmaker in March

Steve Monnington of Mayfield Media Strategies, runs the rule over the latest global exhibition deals.
Helen Lowe: Marketing déjà vu

Helen Lowe: Marketing déjà vu

Helen Lowe, events and marketing manager at Europa International, talks about the importance of keeping up with the creativity amidst the chaos.

Latest News

N200|GES partners with Gleanin on socially-driven event registration

N200|GES partners with Gleanin on socially-driven event registration

Event registration, lead retrieval and event intelligence firm N200|GES has announced a strategic partnership with social software company Gleanin.
UBM sells Ecobuild

UBM sells Ecobuild

Futurebuild Events Ltd, which has been set up by Ecobuild brand director, Martin Hurn, has acquired Ecobuild from UBM.
Industry gears up for Confex 2017 next week

Industry gears up for Confex 2017 next week

There is only one week to go until doors open at International Confex 2017!

Latest Features

When is the right time?

When is the right time?

It’s all very well having a successful show, but how do UK exhibition organisers replicate their success across the country and overseas? Three event profs share their experiences
Stand and deliver

Stand and deliver

When it comes to exhibition stands, the only limits are the exhibitor’s imagination (and floor space and budget), three stand building firms tell EN.
Treading water

Treading water

In EN’s monthly Crisis Management column, Murray Ellis, MD of British Marine Boat Shows, looks back on a 554,000-gallon pool platform structural failure at the 2004 London Boat Show.

Latest Galleries

100% Optical 2017

100% Optical 2017

More than 8,000 visitors arrived at ExCeL London on 4-6 February for the fourth edition of 100% Optical. The show featured more than 175,000 frames, catwalk performances and a comprehensive education programme.
Cumbria Flood Expo 2017

Cumbria Flood Expo 2017

The inaugural Cumbria Flood Expo, organised by flood emergency response charity CERT UK, took place on 2-3 February at Carlisle Racecourse.
Mexia Communications at 10

Mexia Communications at 10

PR and content marketing agency Mexia Communications celebrated its 10th anniversary with a Mexican Fiesta at the Royal College of Physicians on 26 January.