Interview
Plenty of creativity and innovation from event organisers has come out of Covid-19 , as the team behind this year ’ s Autumn Fair and Moda displayed . The Home , Gift and Fashion Show , held from 5-8 September , introduced an Autumn Fair app and Remote Exhibiting package for international exhibitors , among other changes . The show also featured guests such as Theo Paphitis from Dragons Den , whose Small Business Sunday initiative was partnered with the show again to bring back the SBS Pavilion . Hyve Group ’ s UK regional director and AEO vice chair Julie Driscoll says although there was a feeling of trepidation going into the show from everyone in the community , the feeling was “ incredibly joyous ” the moment the doors opened : “ It was a moment where we realised how retailers and the exhibitors really had missed the event ,” she says . “ What we did at eight o ’ clock in the morning was walk around saying thank you so much for coming to everyone and that we really appreciate you being at the show , and greeting the retailers as well . People were just crying with happiness and were so glad to be back .” In terms of approaching the event ’ s marketing against a backdrop of Covid anxiety , Driscoll says communication and transparency was key : “ I think the more you communicate what you ’ re doing and the more transparent you are with your exhibitors and visitors , the more they will feel reassured that they ’ re coming into a space that is as secure as it can be , and that risk has been minimised .” Hyve also created an extensive risk assessment document , which was shared with other event organisers . “ I ’ m proud that we ’ ve gone above and beyond to share best practice and what we ’ re doing with not only the venues but also the rest of the exhibitions community ,” says Driscoll .
Persona research The show ’ s boss also says her team did a lot of customer research this year and spent a lot of time working on the taxonomy and understanding the customers ’ personas .
Curtain rises on Autumn Fair
Hyve Group ’ s UK regional director and AEO vice chair Julie Driscoll tells Joe Gallop about the innovation shown at this year ’ s Autumn Fair , which was co-located with Moda at the NEC
Whether it be exhibitors or visitors , Driscoll says the team understood how they shop and how they searched for things , while also understanding how exhibitors sell and how they describe products . “ The new taxonomy on our website changed all of our descriptions , all of our search and PPC .” She adds : “ The app was a natural extension of that to ensure that our customer experience from an exhibitor and visitor point of view was really on point . It ’ s to ensure people can find newness , search the newness and provide newness easily .” The app also livestreamed content for the first time , which was introduced by Hyve to keep in touch with its communities and for people who may not want to sit in a crowded content theatre . The show ’ s Remote Exhibiting package , which was described by Driscoll as a “ great success ”, was introduced to ensure exhibitors who couldn ’ t attend the show due to of travel restrictions could still exhibit . The show welcomed the Shandong Pavilion , which showcased products from 30 suppliers from China ’ s Shandong Province . Stands were built , set up and staffed on behalf of the exhibitors by staff based in the UK . Visitors to the
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