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EXHIBITION EXPERIENCE BECOME A BETTER BUSINESS<br />
BECOME<br />
A BETTER<br />
BUSINESS<br />
Enhance your<br />
exhibition experience<br />
Despite all the advances of modern technology, the humble exhibition remains a key<br />
component of modern business. But how do you make the most of your exhibition<br />
experience? Our marketing guru has some ideas…<br />
A<br />
■n enforced break from<br />
exhibitions and shows<br />
due to you-knowwhat<br />
has led to somewhat of a<br />
renaissance for these kinds of<br />
events. They truly are one of those<br />
things that we didn’t know how<br />
much we needed until they were<br />
gone. And whisper it quietly,<br />
but it looks as though they are<br />
back for good once again. So,<br />
what better time to reassess<br />
how valuable they are to your<br />
business and also how you can<br />
make the very most from them<br />
as a company? Some companies<br />
have decided that the money they<br />
saved by not exhibiting could be<br />
better spent elsewhere, and that’s<br />
fine <strong>–</strong> each to their own. Just<br />
for the record, I’m a big believer<br />
in exhibitions. Whether it’s a<br />
consumer fair or a trade show<br />
<strong>–</strong> exhibitions are an integral tool<br />
in the business growth toolkit,<br />
which means that you should<br />
definitely spend more time<br />
planning and strategizing around<br />
them.<br />
One of the first things this<br />
unexpected break in live events<br />
should have helped with is the<br />
assessment of which shows you<br />
think are most important to your<br />
businesses. Do the audiences of<br />
any you attend overlap? Are there<br />
some that will better serve you<br />
in terms of growth in different<br />
markets or segments? Taking<br />
stock of the shows you attend and<br />
keeping an eye out for new and<br />
interesting ones should be your<br />
first port of call. If you do identify<br />
a new show that you’re interested<br />
54 | www.campingtradeworld.com
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