Expert Opinion


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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A new digital model for the tradeshow industry Expert OpinionWorld

AMR executive chairman Denzil Rankine on new ideas, new revenue streams and new skillsets in tomorrow’s digitalised exhibition industry. Look at a photograph of a tradeshow 10 or 20 years ago. It looks much the same as most today; plenty of big stands plenty of profit for the organiser. But don’t be fooled. The audience has changed. Visitors used to travel to trade shows to...

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Realising potential Expert OpinionFeaturesWorld

Kai Hattendorf, UFI managing director, raises big questions and reflects on different discussions in his most recent UFI Column featured in Exhibition World (Issue 3 | 2018), online now. The second quarter of the year is the busiest time of the year for most of us, and it is not different for the UFI team. Whether it’s travelling to our own events and membership meetings around the...

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Aida Lutaj discusses the Balkans’ trade show sector EuropeExpert Opinion

Aida Lutaj, CEO, Expocity Albania speaks to Sarah-Claire Picton about the Balkans’ trade show sector, looking at how the industry has changed and what key industry innovation and projects are fuelling this change. I took over the role at Expocity Albania, last year (May 2017), with the goal to scale the brand and grow it into a number one regional player. We are based out...

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State of the global events market: Tips, insights and trends Expert OpinionWorld

Following her trip to IMEX in Frankfurt in mid-May, Masha Boh (pictured), business development manager at The Brewery, discusses the state of the global events market – offering tips, insights and trends. What is the state of the global events market? IMEX18 felt busier than usual, with buyers from all over the world congregating in the German financial capital. The most common clients I met were from...

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M&A activity going strong as events industry approaches critical juncture Expert OpinionWorld

The events industry, with many recent examples, remains attractive to strategic and financial buyers – why is investment booming in this space? Eric Lawson-Smith, a partner focused on Media and Internet at M&A advisory firm Arma Partners, explores this question addressing M&A activity. Consolidation has been a prominent and recurring theme in the B2B events sector over the past 18 months, cropping up most recently...

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What is Blockchain and what we will do with it? Expert OpinionWorld

Enrico Gallorini, CEO, GRS Research & Strategy, discusses Blockchain and its key role within the global exhibition industry. During the recent UFI European Conference in Verona, 2- 4 May 2018, the Digital Disruption Section introduced, for the first time, the theme of the Blockchain in the exhibition industry. In order to have a clearer introduction about this important theme, we interviewed Enrico Gallorini (CEO – GRS www.grsnet.it),...

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AIME: On board with change  AustralasiaExpert Opinion

The Asia-Pacific Incentives and Meetings Expo (AIME) was held at the Melbourne Convention Bureau (MCB), 20-21 February. During the expo, Mash Media’s global portfolio director Iain Stirling chatted to Karen Bolinger, MCB’s CEO, about the latest business developments, and more.  Matt Pearce, Talk2 Media & Events, has taken over from Reed Exhibitions Australia as AIME’s new event organiser. Why Pearce? Matt Pearce has a depth of...

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On trend with tech Expert OpinionWorld

UK-based provider of exhibitions stands and displays, Skyline Whitespace, looks at key technology trends in the global events industry, including the emergence of customer mapping, how AR is changing and the use of drones. Adapt with Augmented Reality If you want to connect on a more immersive level with your target audience, Augmented Reality is a great way to achieve this. AR lets you hide content behind...

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