Susan Tan, director, Marketing Services, Singapore Exhibition Services, gives her take on how exhibitors can maximise their performance at exhibitions.
The level of success of an exhibition very much weighs on the level of support the organiser delivers to exhibitors. We advise our exhibitors on the dos and don’ts of exhibiting at a trade event. For example, exhibitors will learn that certain traditional practices like handing out brochures have become less effective and interactive. They are instead encouraged to carry out onsite networking activities and events, as well as demonstrations to incite visitors’ interest.
To enable exhibitors to better achieve their business targets and a fruitful exhibition experience, we strongly suggest they make appointments to meet buyers during the event. We also highlight to exhibitors the availability of promotional opportunities, such as innovative advertising and sponsorship programmes, hosting their products and services information on our online show catalogue, on social media platforms and more.
In addition to our continual efforts in enhancing exhibitors’ performance, we rolled out some new improvements to step-up attendees’ experience at our trade events – QR codes on badges and Zap4Badge. Attendees with a QR code reader app on their smartphones can exchange business contact details with a quick scan of each other’s badges. The QR codes have been used since they were introduced at CommunicAsia and BroadcastAsia in 2012.
The new Zap4Badge system is a fast and convenient way for pre-registered visitors to collect their admission badge on the day of their visit. The admission badge will be ready in a minute with three simple steps of scan, verify and collect. Zap4Badge was first introduced at CommunicAsia and BroadcastAsia this year and will also be implemented for Food&HotelAsia and Wine&SpiritsAsia in 2014.
The presence of international renowned exhibitors, who bring with them the latest products, solutions and technologies and key personnel make our exhibitions one of the “must-visit” events in their respective industries.
This was first published in issue 4/2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
