Tech
“A successful
technology zone can
be transformed in a
whole new business”
Small features
into shows
James Morgan, founder of Event Tech Lab, takes
a look at some effective examples of interactive
technology on the show floor
F
eature areas at shows
play an important part
in adding value. One of the
growing feature areas is the
technology zone. Organisers
are increasingly keen to add in
technology zones, as show-
floor attractors that provide
education as well as the ‘feel
and touch’ of technology to
engage visitors.
But there are challenges
to organising the area
and curating the content.
The Fresh Montgomery
portfolio organises the Hotel,
Restaurant and Catering Show
at Olympia every March.
Sam Chance, marketing
manager at Fresh
Montgomery says: “Now,
more than ever, there is a
huge demand for technology
from our visitors and
an expectation that our
shows are the place to find
what’s innovative and more
importantly, how technology
will benefit their business.
“With that demand the
business has incorporated
a technology zone into its
value proposition. As an
event organiser, start-ups
are normally our biggest
challenge due to them
having smaller marketing
budgets and many not having
exhibited at an exhibition
before. To overcome this,
we have installed ‘incubator
areas’ or ‘discovery zones’
which we sell at a reduced rate
if you are in your first two
years of business,” Chance
continues. “To make sure
that visitors ‘buy-in’ to the
technology experiences Fresh
Montgomery has created
‘Tech Trails’ that highlight
the exhibitors with new
innovations and features,
which aim to educate the
audience on what type of
technology is right for their
business. Further education is
then provided at a technology
content stage.
“But content planning
and curation is not every
organisers strong point.
We know there are amazing,
sales, marketing operations
and logistics operatives in the
exhibitions sector but often
‘content engineers’ have to be
brought in.”
One well known ‘content
engineer’ is Boston-based
Dahlia El Gazzar from Dahlia
Agency. She advocates that
every show should incorporate
a technology zone. She cites a
well know example: “Consider
Apple and the retail customer
experience they orchestrate.
It’s far more than selling
iPhones and iPads. The stores
have Genius Bars that help
you with all things tech and
digital”.
Dahlia’s experience is that
visitors are hungry to have the
same or a similar technology
experience, with an area
offering knowledge, practical
advice, how to create new
habits using apps, and to push
them to be smarter about
digital, thus improving their
digital literacy.
“Tech areas should be a
blend of education (huddles
sessions work the best); peer-
to-peer learning or brain dates
where visitors are teaching
each other; tech showcases
or self-driven demo stations
on apps and tech solutions
they can learn from but
facilitated by by experts; and
fun interactive experiences,”
she says. “But the challenges
are that organisers try to staff
technology zones with their
own staff and usually the
experience falls flat.”
“A successful technology
zone can be transformed
in a whole new business”
comments Richard Gayle,
events manager Travel
Forward, Reed Exhibitions.
In 2018 Gayle ‘lifted’ the
technology area from World
Travel Market and morphed
it into a successful co-located
show.
Travel Forward, a three-
day exhibition and two-
day conference, with paid
conference delegates, includes
150 to 200 exhibitors with the
latest technologies.
They consist of ‘off-the-
shelf’ enterprise solutions
through to B2B and B2C
travel platforms. There is
also an innovation zone with
start-ups, and a variety of
educational sessions where
delegates learn through
real-life case studies of
technology implementation
and innovation and the
future of technology for the
travel industry. The show
has generated a whole new
revenue stream, borne out of
a successful feature area. Way
to go!
October — 47