The past two years of virtual events have prepared professional
exhibition organisers on the best practices of engaging attendees
digitally. With the return of in-person events, the value add of digital
elements play well into the physical components, offering exhibitors
and delegates much versatility and creativity.
It is important to leverage virtual business-to-business platforms to
drive brand awareness, launch new concepts and share best practices to
gain the attention of stakeholders beyond the showground, shared
Christopher McCuin, MD of Montgomery Asia.
“For example, at Montgomery Asia’s events such as Geo Connect Asia
(GCA) 2022 in June, exhibitors are invited to partake in various series
of webinars, schedule online networking meetings or utilise event quick
chat functions to further connect with their audiences,” says McCuin.
With safety protocols already a part of SOP, the focus is back on
creating face-to-face opportunities for networking and business-matching
sessions that will drive revenue and create value. McCuin said
Montgomery is seeing very high demand from exhibitors and delegates, “In
the business-to-business context, a key focal point for buyers and
specifiers is the desire to refresh their inventory or processes with
exciting new products – and there’s no better way than experiencing
these products in person.”
floor design and flow maximises the experience for exhibitors and
delegates and is even more important in the new norm where competition
for attention is very keen. A well-designed booth space in a prime spot
with high foot traffic may get attention, but emphasis must be given to
retaining attention at the booth as well. Paying attention to the
engagement journey of delegates from show floor into the booth will
ensure that greater exposure is given to new products and technologies.
“People will innovate on booth presentations and marketing tools, but
the need to view ‘new products’ will keep face-to-face events relevant
for many years to come,” emphasised McCuin.
To complement the power of physical experiences, the selective use of
technologies at exhibitions such as wearables for delegates or even the
creation of a metaverse for special activities and highlights will go a
long way to create more customer touchpoints that will help delegates
to remember prominent brands.