Stateside with Stephanie brand awareness , logo placements may apply . Is it thought leadership ? Offer speaking opportunities for executives . Be creative ! 3 . Provide Exhibitors with Data that ’ s Actionable . Take advantage of new data streams and sources ( digital event platform data , LinkedIn profiles , visitor issues and challenges ). Use registration information ( demographics , objectives ) more effectively – ahead of the expo . Share how many pre-registered visitors have an interest in the exhibitor ’ s sector . Create personas . Share those , too . Implement geo-tracking or heat map information . Connect the dots and help exhibitors understand and use the data .
Stephanie ’ s : 1 . Build back TRUST . Exhibitors are a vital partner in all exhibitions . Without them , no show . Treat them as GOLD – especially if your show did not give refunds of exhibit space or was cancelled after exhibitors had already significantly invested in the show said cancellation . There were already low levels of trust pre-Covid . Restart exhibitor relationships . Show you genuinely care about their success . 2 . Educate . Educate . Educate . Especially the SMEs . Remember it ’ s cheaper to renew or grow a happy client than to get a new one . Teach them how to use data from your show to achieve their goals . 3 . Offer Affordable Marketing Packages for SMEs . Instead of pre-show death by email to visitors and potential visitors , use personas to segment your pre-registered list to recommend curated content ( educational sessions ) and share exhibitors offering products and services in sectors of interest .
There ’ s a lot of work to be done as we reopen live exhibitions around the world . Take advantage of the Great Reset to be better to our clients and take your shows to new heights - together .
SISO Summer Conference 2021
he first SISO Summer Conference ( previously known as the SISO Leadership Conference ) takes place in person 23-26 August in Louisville , Kentucky , USA , with a few more changes from years past . These include more interactivity between conference delegates , an expanded two-day Women ’ s Leadership Forum and a Tuesday afternoon Small Business Roundtable ( usually only held at the SISO CEO Summit ).
As David Audrain , SISO ’ s executive director said , “ We wanted to make the SISO Summer Conference more interactive and less about talking heads . On Wednesday afternoon , 25 August , delegates will be able to self-select from a number of tracks : Marketing , Revenue , Business / Management and Operations . The roundtable format will allow participants time to dive deeper into these areas of interest .”
Educational events are split between the Louisville Omni Hotel and the Kentucky International Convention Center .
Thursday morning provides another change . The former ‘ Innovation Battlefield ’ where technology companies battled it out has morphed into the ‘ Innovation Showcase ’ with show organisers vying to share their best new initiatives with the industry . After submitting their new methods , launches and products , a select few will be invited up on stage to share .
Unlike the CEO Summit , only open to CEO level delegates , the SISO Summer event has a focus on director to vice-president-level participants . It ’ s a great mix between senior managers and group show directors , with a lot of networking time programmed into the schedule . SISO non-members are also welcome to attend but must qualify for entry .
While the CEO Summit annual session on M & A ( Mergers and Acquisitions ) focuses on the big picture and big deals , the Summer Conference ’ s M & A session will educate delegates on the value of M & A to all businesses – and the roles everyone plays within an organisation in the process .
For those who don ’ t know , Louisville , Kentucky , is home to Churchill Downs and the most famous horse race in the United States , the Kentucky Derby . Wednesday evening ’ s mixer take place at the Churchill Downs Museum .
For more information in the SISO Summer Conference : www . siso . org / summer / welcome
www . exhibitionworld . co . uk Issue 4 2021 21