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Maxbi , he explains is a planning tool as well as a measuring tool . Fundamental to the product is to help exhibitors to perform better . At the moment it is an enterprise solution for corporates with large exhibit programmes , and Explori is in conversations with numerous organisers to distribute Maxbi to exhibitors in the near future .
“ Return on Objectives is one of the over-arching metrics Maxbi measures ,” says Brewster , whether they be selling objectives , marketing objectives or other strategic objectives . They can set those objectives and targets in Maxbi , which will report both achieved results and satisfaction against outcomes .
Maxbi looks at budget efficacy , trade show characteristics and captures a variety of critical success metrics . “ Exhibitors are not going to get better at exhibiting by accident or
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by the industry doing more of the same . At the crux of any informed strategy , you need robust data and it is woefully lacking for the vast majority of exhibitors . If as an industry , we ’ re serious about helping exhibitors to get the best out of our channel , we have to step up and support their measurement and thus their ability to execute ,” Brewster says . Is he worried that surveys will get eaten up by ChatGPT or facial recognition analysis , I wonder ?
“ Until somebody invents a technology that can draw consistent , organised thoughts from your customers ’ brains on what they ’ re going to do next , how they feel , what they understand etc , and put that into a database , the survey is an essential source of intelligence . I don ’ t think that technology will come any time soon .
And he reminds that Qualtrics , the world ’ s largest
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“ The trade show industry is still too laissez-faire in how we support and de-risk exhibitor performance .”
survey business , was recently sold from SAP to private equity for $ 12.5bn , seemingly demonstrating the need for surveys is alive and well , even in a world where we see significant disruption by generative AI .
Exhibitor performance : most overlooked Brewster is very much a champion of the entire exhibition ecosystem and believes exhibitor performance is the most overlooked , central , performance driving
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characteristic in the whole business model . “ Every trade show organiser should have an exhibitor performance programme ,” he says . “ Now can we support exhibitors to come to shows with the realistic goals , well-prepared teams and viable engagement strategies so they can achieve their intended outcomes ”.
“ SaaS organisations ensure that as well as a customer service function , they provide a programme focused on customer success . The SaaS industry recognises that their success relies on the experience of the user and the impact of their software on helping users meet their objectives . Unfortunately , in the main , the trade show industry is still too laissezfaire in how we support and de-risk exhibitor performance , as standard .”
What has been most instrumental in your success ? “ The luck I have had attracting a talented team and business partners . Left to my own devices , this business would have failed early . I owe a huge amount to Arran Coole , Sophie Holt and many others who have put heart and soul into this business and supported me every step of the way .”
Away from the crusading , Mark Brewster is a family man with a penchant for snooker and one day would like to buy a place in France . Maybe there is a mellowing on the horizon . And , in that vein , what advice would he give his younger self ?
“ Talk less , listen more , and be patient .” If only there was a way of measuring that . EN
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56 — Winter |