Roundtable
marketing spends but then
on our side, we struggle to
find how to add value. We
mentioned 365 contact, but
I don’t think we’re there
yet as an industry, because
when we go and have those
meetings, their reaction is
‘what are you selling to me?’
Commercial Vehicle Show
director, Murray Ellis, says
we need to understand more
about the level of exhibitors
experience: “The focus for
an organiser has to be on the
exhibitor (not forgetting also
the visitor) and requires an
understanding of exhibitors
objectives and experience in
exhibiting in order to deliver
a successful event.
That often relies upon
a venue or contractor to
also collectively perform to
deliver.”
Sealey explains: “If you
look at that journey it has to
be seamless and there aren’t
any areas that you are having
any difficulty. Whether
it’s using technology or
improved customer service.
A lot of this can be resolved
using AI chat and most of
all making sure you have
the right technology to
do this. Having worked at
Microsoft, I know a lot of
this technology already
exists, so we don’t have to go
and develop it.
“We also need to have
events that are 100%
sustainable and leave stands
that can be used over and
over again. This is going
to be become much more
important going forward.”
Garnett agrees that
sustainability is important,
he adds: “We need to use
modular stand systems using
aluminium frame and pop
46 — December
A word from
our sponsors
Chris Preston, MD,
Freeman EMEA.
“The roundtable was
hopefully the first of many
opportunities for us to
get together to evaluate
the exhibitor journey. We
are proud to play our part
in the industry discussion
in evolving the exhibitor
experience and face
the challenges of the
event industry together
with our esteemed
associates.”
Jackie Brown,
director of business
development, Freeman
EMEA
“We discussed a
number of important
themes that have the
potential to be of huge
benefit to exhibitors:
from aligning touch
points and embracing
technology to assist the
customer journey, to
tailoring communications
and support to the
demographic and
cultural differences of the
exhibitors.”
in fabric, they can be re-
designed and reused.”
Preston is already using
some of these products
at Freeman: “Things like
beMatrix products is about
creating bespoke stands
from genuinely reusable
materials because one of the
key strengths of the industry
is that exhibitors get value
and it is bespoke for them.
Addressing their needs
and their objectives with
a bespoke solution is very
relevant and we can’t lose
that. On the other hand, we
have to address all sorts of
things, including cost. One
of the challenges that we’ve
got is getting an exhibition
delivered, ensuring we get
an exhibitor on their stand
and it is working and being
successful requires a whole
myriad of different services
or products that have to
come together to make that
happen.
“I think we have got a
challenge to become an end
to end partner, working
more hand in glove with the
organiser and more with the
venue but also focus on how
are we going to make this
easier for the exhibitor?
“Everyone knows what
they do and how to do it
but we are on a journey to
improve how we all connect
and evolve so we don’t
end up with an organiser
communication followed by
a Freeman communication,
we’re getting better at
that but we need to look
at the whole ‘end to end’
experience and how we bring
all of that into a one stop
shop with the technology
that makes it more tailored
and easier for people to
follow.”
Technological collaboration
Mila Yankulova, operations
manager at CloserStill Media
adds: “Current technology
gives us opportunities
to streamline exhibitor
experiences which we
have never had before. For
this to work however, we
need to spend more time
together, discussing and
implementing new standards
in the industry, rather than
working only on individual
developments. Roundtable
discussions, which include
organiser, venue and
contractor representatives
is the best start! We can’t
do it without each other’s
support.”
Smith concludes: “It is
imperative that we treat
exhibitors as individuals. We
have to get to know them,
their businesses, and really
understand their event
objectives. It is only by doing
this that we can provide
them with the right solutions
to help them achieve their
goals and make exhibiting
a positive experience for
them.” EN