In
Case Study: ibtm arabia
Making connectio
Networking is a component of most trade events, but at ibtm arabia it’ s mission-critical
Shinu Pillai,
Exhibition Manager, Reed Travel Exhibitions
“ this region, there is huge importance placed on networking and building a relationship ahead of formal meetings,”
Shinu Pillai tells Engage.
Pillai is an exhibition manager at Reed Travel Exhibitions, working on the Middle Eastern edition of market-leading MICE event ibtm. For 2017 Pillai and his team partnered with tech provider Poken by GES to take networking at the show to the next level.
Poken uses a system of digital and physical products to measure visitor interaction and engagement, with its handy‘ poken’ devices enabling visitors and exhibitors to digitally swap information and check-in at different points around an exhibition at a touch. With ibtm arabia, Pillai and his colleagues wanted to use Poken’ s technology to enhance the show’ s already thriving networking environment, which is based around pre-scheduled hosted buyer meetings.
“ ibtm arabia is one of the more dynamically evolved events in our portfolio,” he explains.“ The show has an exclusive‘ pod’ format that we created with the aim of providing our attendees with a direct and effective environment that lays equal importance on business appointments as well as on increasing the opportunities for meaningful interactions among attendees.
“ We allow attendees to use our matchmaking system, which gives a personalised diary to each of them with appointments matched together based on mutual preferences. We also hold nine networking events across the three days of the event, which gives the attendees the time to build relationships with each other.”
Alongside its sophisticated matchmaking system, each year ibtm arabia welcomes a completely new group of hosted buyers to ensure a fresh audience for exhibitors to meet with, enabling the show to attract high-calibre exhibitors each year. Poken’ s involvement began when Pillai and his colleagues were looking for
8 engage
Winter 2017 / 18 in association with GES