Expert Opinion


The need for collaboration Expert Opinion

Kai Hattendorf, UFI managing director,  writes about the need for collaboration in his latest UFI Column featured in Exhibition World (Issue 4 | 2018). For the first time in the past ten years, all four global regions have reported a positive turnover development. More importantly, in terms of operating profit, most companies maintained a good level of performance in 2017, and more than 40 per cent...

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Five tips to attract more visitors to your exhibition booth Expert OpinionWorld

Melissa Colton, project manager at DD Exhibitions, provides her top five tips for attracting more visitors to your exhibitions booth. _________________ The world of exhibitions is an exciting and stimulating one, full of competing sights and sounds. It’s no wonder you’ve been left scratching your head, contemplating how you can possibly stay ahead of the pack and get noticed. The main key here is effort...

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What does the future hold for business in Latin America? Expert Opinion

EW speaks to three international exhibition experts to ask if they are active in Latin America, and what the future holds for business in the region. Klaus Dittrich CEO, Messe München A highlight of 2017 at Messe München was the founding of our subsidiary in Brazil and thus the beginning of our business activities in the country. For this purpose, we have established a long-term cooperation...

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The challenge posed by millennials to the exhibitions industry EuropeExpert Opinion

Carolina Delpozo of Messe Frankfurt Argentina speaks to CEO Fernando Gorboran, taking a look at how the exhibitions industry is changing worldwide, and what companies need to do to keep up with the times. _______________________________ Innovative, self-assured and flexible: millennials, that is to say, the generation born between 1980 and 1996, are growing up and holding more executive positions in the marketing and sales departments...

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Talking Point: Brazil’s business exhibition marketplace AmericasExpert Opinion

Sarah-Claire Picton speaks to Juan Pablo De Vera, Reed Exhibitions’ senior vice-president of Latin America, about launching trade shows in Brazil, government support in M&E, new venues, perceived obstacles and more. What are the key reasons for global exhibition organisers to launch their events in Brazil at the moment? The Brazilian exhibition market is one of the most dynamic around the world today. It is recognised...

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Six secrets for successful trade show staffing Expert OpinionWorld

By Marta Gorka, marketing and communications specialist at Skyline Whitespace. When you exhibit at a trade show, the most important thing you need to do is attract attention – the good kind – from the attendees. After all, if they don’t notice your presence, you’re not going to make much of a return on your investment. Exhibition stands are, naturally, a prime factor, but you...

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How to win friends & influence people Expert Opinion

RAI Amsterdam and Dutch media company Sanoma have teamed up to help you provide a better experience for your exhibitors. Recognising a need for concrete information on the real impact of events, Finnish multi-channel media company Sanoma launched a large-scale research project in 2016. The approach was steered toward turning insights into practice. In 2017, Sanoma and RAI Amsterdam teamed up to action further research fuelled...

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New ways of thinking with blockchain Expert Opinion

Enrico Gallorini, CEO, GRS Research & Strategy, explores blockchain and looks at how it will impact our lives from a business perspective. “For the first time, one internet user is now able to transfer a unique piece of digital property to another internet user” In the last three decades we have experienced the power of technology in creating connections, even where previously it seemed impossible. In...

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Taking a brand off the page and into the real world Expert OpinionWorld

What should your brand look like, and what should your audience feel, when they pour through the doors at your event? Exhibition World speaks to Ben Turner (pictured), founder and MD of UK-based creative events agency WONDER London, who talks through the agency’s unique research project. At WONDER London, we are the masters of real-world brand representation. Lifting your brand, off the page and into...

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Navigating foreign waters Expert OpinionFeatures

Lumière du Soleil’s Svetlana discusses the pitfalls of using the same marketing campaign material in multiple destinations. We operate in an age whereby international marketing is easier than ever. We have access to almost unlimited information, market entry procedures in many countries are relatively transparent and the success of numerous transnational corporations acts as an incentive for other companies to take this path. In the...

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