Stateside with Stephanie
“ It took some explaining and sharing the vision – the why of the change – with large exhibitors but we were ultimately successful in convincing them. The result was higher and longer foot traffic.”
Secondly, the M + P team understand no one comes to the expo by mistake. It’ s“ super intentional. We focus on quality over quantity and take pains to ensure that everyone belongs.” A variety of activations were incorporated on the exhibit floor as well.
regarding workforce development and education, enabling the associations to deliver meaningful programming for recruitment and retention.
Brinkley explains:“ Our members produce physical, tangible things. Members have to see you walking the walk. You must show up where they are as you cannot possibly understand what they do without seeing it in person.” When they return from these factory visits, the rest of the team is debriefed.
Brinkley holds monthly standing calls with the likes of SpaceX, the US Airforce, US Army Core of Engineers, and Johnson & Johnson to discuss their challenges. Being neutral, but deeply integrated within the industry, she’ s able to offer solutions provided by other members.
Expo solutions Lewis says:“ The show has to be different every time as we have many of the same faces( repeat visitors and exhibitors). We work on pushing the boundaries. For example, this year we moved all the large exhibitors to the back of the exhibit hall and placed the smaller 10x10( 9sqm) companies up front, creating a different visitor journey.
Lessons for organisers
1. Get out of your office. Go visit your clients – in person. Talk to the people doing the work. Discover their pain points. Break bread with them. Deeply integrate yourselves into the industry. It can’ t be done sitting on a computer.
2. Build your education around solving pain points. Market to them. Forget the AI copy and platitudes. They’ re boring and useless. Use common words and industry jargon – appropriately. Focus on the unique benefits people who exhibit, sponsor, or visit the show will receive that they can’ t get online.
3. Actively search out the disruptors and enhancers in your exhibition’ s industry. Bring them to your event and put them in the spotlight.
4. Make it fun! It’ s show business after all. EW www. exhibitionworld. co. uk Issue 6 2025 29