Exhibition World Issue 2 - 2022 | Page 42

Exhibitions 3.0

Exhibitions 3.0 – a new winning formula

Exhibitions 3.0 is a new framework designed to help organisers adapt in challenging conditions . Developed by consultancy AMR International , the White Paper sets out the organiser ’ s journey of transformation , building on AMR International ’ s Exhibitions 2.0 toolbox and Community Catalyst concept . AMR executive chairman Denzil Rankine offers EW this exclusive extract
he pandemic brought

T unavoidable , chaotic change to the exhibitions industry with short notice cancellations , safety protocols and the experimentation with online stopgaps . As the industry recovers , reactivating the face-to-face machine in a ‘ new normal ’, there is no question that the winning formula post-pandemic will be different to the old one .

Winning organisers are shifting their priorities Through our work and conversations with organisers , AMR sees that winners will place customers at the heart of their evolved business models . This is a shift away from a long-standing focus on exhibitors to products and solutions that aim to meet attendee needs and objectives . Importantly , the introduction of online channels and formats means organisers can engage audiences beyond those who attend in person . As we have previously described in The road to community catalyst paper , this broader engagement allows organisers to transition into the role of community facilitators or catalysts . The potential of data , technology
“ This broader engagement allows organisers to transition into the role of community
facilitators or catalysts ”
Above : Denzil Rankine and insight will be critical . This means using data-driven understanding of audiences , far beyond demographics . Data will define needs and target interactions , then value-add engagements will provide enhanced value to customers . Many organisations call this digital transformation . We call it Exhibitions 3.0 , as it ’ s more than digital – that should simply be endemic . And it ’ s the logical extension of AMR ’ s original Exhibitions 2.0 framework .
Exhibitions 3.0 – Four main ingredients to success Exhibitions 3.0 is a framework and series of steps that enable organisers to secure longevity for their brands through improved customer relationships .
1 . Develop a ‘ North Star ’ – a vision As with any strategic transformation , clarity of direction is essential . North Star sets the ambition and the future state , articulating what the organisation wants to be famous for . Thinking through the ‘ art of the possible ’ is a good exercise to get there .
The North Star generates alignment
Exhibitions 3.0 : Transformation
Develop your ' North Star '
Customer Needs at the Heart
New Ways of Working
New Measures of Success
Exhibitions 3.0 prioritizes customer understanding
It uses data , technology and insight to generate valuable connections across physical and online channels
42 Issue 2 2022 www . exhibitionworld . co . uk