Blogger: Barry Siskind, Author of Powerful Exhibit Marketing
During the past few years, much has been written about the enormous affect that technology has, and will have, on our business. It seems that such things as social media, digitalisation, Apps, Wi-Fi, LinkedIn, Facebook, friends, likes and so on have monopolized our conversation. All this has been helpful but I sometimes fear we have lost sight of the basics of our industry. What brings exhibitors back, and will continue to keep their interest, is the exhibition’s ability to provide them with business contacts that will turn into business opportunities in a real and measurable way.
While it can be argued that technology will generate business contacts, the realisation of this truth is often difficult to measure which can result in exhibitors who can no longer justify their future participation in the exhibition.
I don’t want to sound like a Luddite and suggest is that technology is bad but each time you change or alter to your exhibition, the key question you should address is how will the proposed change help exhibitors obtain business contacts in a measurable way.