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Younger attendees, in particular, expect experiences that are inclusive and forward-looking; they might not hold budget authority yet, but they will be tomorrow ' s speakers, buyers, and industry leaders. That expectation shapes how we design digital services that facilitate both new and existing networks organically. |
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to ensure they arrive 100 %‘ Show Ready’. Post-show, our lead follow-up tools will enrich leads and help exhibitors prioritise outreach – translating physical connections into measurable business outcomes.
EW – Where do you see new value being created in the digital environment? What new products can we expect in the next two years? Our aim is two-fold: Better capture of event interactions: Products like the Lead Manager App help exhibitors collect and qualify leads, while Colleqt enables visitors to digitally gather everything they encounter during the event.
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We’ re extending this concept to digitise every meaningful interaction.
Enabling smarter decisions with data: We’ re leveraging captured data to support critical business choices – whether helping exhibitors prioritise leads or offering insights via tools like Exhibitor Dashboard that deliver realtime analytics and benchmarking.
EW – Can you share examples of customer feedback that influenced your digital direction? Absolutely. We’ ve noticed increasing demand – not just for networking – but for meaningful connections. Exhibitors and visitors want to meet people who drive value growth, and educational content that solves real problems.
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Above: Fenatran Show 2024
Left: inter airport china
“ The companies that embrace digitally supported exhibiting will be the ones that stand out, not just today, but as the industry continues to evolve”
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EW – Broadly speaking, how do you see the international trade fair scene evolving with digital innovation – and what advice would you give exhibitors and clients to prepare? The face-to-face experience is here to stay. It’ s what people love, what they crave, and what no digital tool can truly replace. That said, we can’ t ignore the realities shaping our world – travel is under pressure, budgets are tighter than ever, and technology is moving at an extraordinary pace.
This means we, as organisers, have a responsibility. Our events must be the essential dates in the business calendar – experiences people can’ t afford to miss because they deliver so much value. That means focusing on the problems that matter most, helping people make better decisions, and creating moments of genuine delight.
Digital is not the replacement, it is the enabler. At RX we’ re not building‘ digital add-ons’; we’ re designing digitally enabled experiences where the in-person magic of a show is elevated by seamless digital tools. Whether that’ s smarter matchmaking, lead capture, or content personalisation, it’ s about making sure our customers leave feeling their time and money were exceptionally well spent.
For exhibitors and clients, my advice is simple: lean into these tools. They’ re here to make exhibiting easier, to extend the value of every meeting, and to prove ROI in ways that weren’ t possible before. The companies that embrace digitally supported exhibiting will be the ones that stand out, not just today, but as the industry continues to evolve. EW
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www. exhibitionworld. co. uk |
Issue 5 2025 35 |