The exhibition industry in particular needs to constantly either re-invent their portfolio of shows or perhaps polish up some overexposed edges. An exhibition has a lifespan which usually builds up popularity over a number of years thereafter it’s all systems go and the show is where everyone has to be. After the halcyon days – popularity starts sliding and the astute exhibition organiser takes stock.
The MICE Academy has captured three up-to-date news snapshots from the all-important exhibition world for the Planner e-newsletter readers to note:
Building brand loyalty
An American gent by the name of David Dubois CMP – president and CEO, International Association of Exhibitions and Events has written an interesting article on ‘Building brand loyalty for your show’. Quoted in MeetingsNet David Dubois has some words of wisdom which should not be taken lightly:
“In order to build brand loyalty for their exhibitions and events, organizers must create a lasting and meaningful engagement for their attendees. Nothing replaces a great experience, which—for today’s organizer—is the ROI that the overwhelming event-going demographic is indicating must be filled.
Brand loyalty transcends brand recognition. It’s not just about getting attendees to know about your show, it’s about getting them to feel that your show is a must-attend experience. It’s the perception that can make all the difference in how you approach creating your event.”
Amen to these pearls of wisdom.
Markex 2016 – fresh and focused
The brand has been updated to expand on the message that the show will indeed concentrate exclusively on promotional gifts. The burgeoning promotional gift sector is evolving to brand client messages which take account of a long life-span of usage together with the importance of going green. Markex exhibitors on 6 and 7 July at the Sandton Convention Centre will also attempt to encourage the ‘Buy South African’ product. It’s bold, innovative and likely to prove hugely successful.
AAXO swings into action
The 2015-formed African Association of Exhibition Organisers – even before 2016 – is holding their first workshop on ‘maximising the power of exhibitions’ on 14 October at the Ticketpro Dome. The programme has a bevy of high-powered exhibition and media gurus who will doubtless lay bare the pros and cons of what and how exhibitions can work for a stand-holder. More importantly, the various ways exhibitors can ensure a real return-on-investment makes this workshop a ‘must’.
