Earlier this week, I met an organizer whose trade shows are truly “classic”, healthy exhibitions, with huge stands, and growing. He’s in quite a lucky position! However, many exhibitions and conferences that have worked for many years are faced with the need to change and innovate.
Considering what the options are, I think you can somehow cluster the possible directions of innovation in 4 growth areas. Whatever you try to improve and whatever strategies for your events you try to develop, it is a good idea to focus on those 4 key factors. They can breath life into our business models.
Let me call them the 4 diamonds of trade show and conference business development, and I think all 4 are equally important for event strategy development:
1. 360 degrees visitor experiences
Seeing the whole event through the eyes of the visitor is key to developing a lasting experience. And that starts already way before the event itself takes place, and it continues after the show, too. Try to explore what your attendees really value, and deliver the utmost service. When thinking about business development and how to improve your show, this is an ideal starting point. I have compiled a number of best practice examples from around the world here in my blog, which you can find here. They cover experience design, interaction tools as well as new event formats like un-conferences, that put the visitor right in the center of the action.
2. Digital technology
It seems that the opportunities that event and trade show technologies offer have mushroomed in recent years. Whether you’re set out to streamline your processes, deliver better service, enhance the event experience, lower your cost or improve the team performance, the solutions are there. Click here for a list of amazing event tech trends that take your event to the next level. Virtual events, apps, cloud-based online services, SaaS, augmented reality… there are lots of opportunities out there at your disposal to “augment” your event performance.
3. Vmax for exhibitors and sponsors (V = Value!)
Exhibitors are no longer satisfied just by booking space and doing their thing on their own stand. They require additional promotional opportunities that make them stand our from the crowd and communicate their brand in an optimum way. Creativity and exclusivity are key factors, and involving the exhibitors in the creation process of such branding opportunities is always a good idea. Click here to find examples of how organizers offer enhanced branding for their exhibitors and sponsors.
4. Social Media
social media will revolutionize the way we communicate around our events and market them. Dialogue, not monologue is the way to move forward. The classic communication channels like website, email marketing, brochures etc. are anything but dead! But a good mix of all those marketing activities is advisable – with a growing percentage of social media cultivation. Check my blog entries on social media for events here for inspiration.
I am convinced
I think it is recommendable in any strategy process or brainstorming session for trade show and conference organizers to bear those growth opportunities in mind – and to explore best cases where other organizers have implemented exciting new concepts.
Take a look at this great post from Alison Hall with Corporate Meetings & Incentives, on what you can learn from the TED conferences. This is exactly what I mean by being inspired by best practice examples from outstanding minds in our industry.
Let’s continue the discussion here and/or on Twitter!