We are not yuppies!
Navigating online exhibitions
by Michael Gwilliam, Commercial Director
Why we pay it
It’s not the property boom of the 80’s, braces are out and although the lockdown’s lack of hairdressers is seeing a resurgence of floppy hairstyles, we have moved on.
Some of the exhibition space that we sell would make even the most successful of yuppies excited for their commission cheque and ready for the next bottle of champagne. The truth is, that little bit of 3 metre by 2 metre space that we hire out for a day is some of the most expensive real estate on the planet, so why do people pay it?
The same reason some 31,000 exhibitions are held in the UK each year; connecting people, information exchange, conversations and transacting business. The stand is simply the medium in which to do this activity but when you remove that stand, it seems people struggle at first to see the value.
An evolving industry
It is time to think differently. We have to evolve as an industry and we have to look for the WHY, not the how or the what when we think about selling online solutions. I nearly wrote online exhibition space but it’s not space, it’s connections, interactions, broadcasting messages. It’s putting two sets of people together to do business for mutual benefit.
Let’s take our heads out of the sand and start focussing on what can be achieved in the here and now, let’s change the conversation from focusing on what can’t be achieved. There is a big vacuum to be filled from empty exhibition venues. Progressive organisations that move quickly and move online can start to harness that budget and take big gains from their less proactive competitors.
Think differently, be bold
As we started to develop core, big light bulbs kept going off as we delved deep into the reasons people actually pay to attend exhibitions and it’s fair to say the stand wasn’t even on the list. Not only that but the constraints of the current format could also be challenged. What if the exhibition was open for two weeks for people to browse at their leisure? What if we could add speaker sessions and pre–recorded content for delegates to download at their leisure? What if we could pre-book live video chats instead of relying on grabbing somebody’s attention as they amble past your stand? What if? What if?
The list goes on and the possibilities are endless for companies who have the vision and creativity to embrace change. Who knows how business and life in general will change in the future or how long things will remain like this? One thing is for certain though, we all need to evolve, think differently and be bold.
If anybody would like some further information on core then drop me a line.
Call Michael on 07980257471 or email email@example.com
Download our core by XSEM brochure to learn more
Read our Guide to maintaining engagement during online events (PDF: 1.58 mb)