Feature
Great expectations
EN hosts a roundtable
discussion with Visit by
GES on enhancing the
exhibitor experience.
The trick is in the
expectations
36 — October
A
s a service industry, we view the
customer as king. We focus a lot of
energy on getting visitors along to our
exhibitions and ensuring that they have the
best experience possible. All noble causes. But
what of the exhibitors? They matter a great
deal, as without them there is no exhibition.
So how do we improve the experience for
them, beyond supplying some Alka Seltzer for
the traditional Day 2 morning hangover?
The key, of course, is the bottom
line. Exhibitors need to know that their
investment is worthwhile, but how can
that be justified against contemporary
alternatives?
Matt Coyne, group commercial director
at Visit by GES, says that in today’s world
of omnichannel marketing, “exhibitions are
competing against a plethora of channels for
marketing spend.”
He adds: “Exhibitions are being measured
against digital channels such as Pay Per Click
(PPC) and social media advertising that
allow users complete transparency on their
spend and up-to-the-minute feedback on the
success of their campaigns.”
However, this need not be a threat. Coyne,
while admitting it can be a daunting prospect,
says organisers can exploit this technology to
improve the exhibitor’s experience.
“By using a complete data intelligence
solution,” says Coyne. “Organisers can offer
vital insight to exhibitors about who they will
meet, the leads they can truly expect, and the
location that is best for their products.
“We must also remember that companies
are exhibiting because they believe in the
power of face-to-face marketing and that the
volume of quality data we are able to collect
through the visitor journey is unique – if we
collect and use it to its fullest capacity.”
The use of technology is a key component
in adding value to an exhibition, but Coyne
says accurate data harvest does require a
physical engagement to maximise its benefits.
He says: “Technology allows us to monitor
the intent of visitors and exhibitors, but
we can also prove behavioural interactions
that occur around an event. We know more
precisely how visitors have interacted with
brands, features, products, exhibitors and
content. By using this data and sharing it
with exhibitors intelligently, organisers can
support companies in driving more quality
leads to their stands.
“It’s important to note this does require
investment. Not just in products which help
organisers facilitate better sales, but an
investment in time to educate attendees as to
why you are collecting such information, how
you’re using this data and crucially - how it
benefits them.”
Great expectations
Is it all about technology, though? Mike
Sherrard, event director of Mash Media’s
Event Production Show, believes the exhibitor
experience is managed from the outset by
instilling realistic objectives and expectation.