Interview
Continued from p26 exhibiting companies love their revenue and share price more than their trade shows .”
Most important , says Mark , is to measure Return on Objectives and strategic success , i . e . what inputs are predictive of delivering what outputs
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 many organisers to distribute Maxbi to exhibitors in the near future .
“ Return on Objectives is one of the over-arching metrics Maxbi measures ,” says Mark , 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 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 ,” he says .
Is he worried that surveys will get eaten up by ChatGPT or facial recognition analysis , I wonder ?
“ Until somebody can invent 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 is going to come any time soon .
And he reminds that Qualtrics , the world ’ s largest 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 Mark Brewster is very much a champion of the entire exhibition ecosystem and believes exhibitor performance is the most overlooked , central , performance driving 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 laissez-faire 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 ,” says Mark .
Away from the crusading , and 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 . In that vein , what advice would he give his younger self ?
“ Talk less , listen more , and be patient .” Now , if only there was a way of measuring that .
www . exhibitionworld . co . uk Issue 5 2023 37