Expert Opinion

Expert Opinion
10 Jul 2014

To pitch or not to pitch?

Craig Heath, creative director of creative design and brand communications agency Fresh Lemon shares thoughts on the pitch process. Watching my six-year-old daughter in a swimming race recently made me realise what an excruciating process competition is when something you love is involved. Similarly, presenting your creative work to a potential client can be just as much of an emotional rollercoaster. When it’s in a...

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Expert Opinion
26 Jun 2014

How can agencies truly retain clients?

We’re all told that retaining current clients is considerably cheaper and less time consuming than winning new ones. Oksana Koval, director of operations and projects at SSG Create discusses. In fact, businesses have a 60 to 70 per cent greater chance of selling to an existing client, while the probability of selling to a new prospect is only five to 20 per cent*. Compelling stats....

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Expert Opinion
26 Jun 2014

Be the best

Industry Expansion Initiative (IEI) founder and Mash Media MD Julian Agostini on working hard to play hard. Writing this at the end of the first round of World Cup matches, there have been some standout performances. The likes of Neymar, Messi and Pirlo stood head and shoulders above the array of talented individuals on display. Yes, they are among the most naturally gifted, but they...

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Expert Opinion
19 Jun 2014

There’s more to event technology than social media

Social media is not the only benchmark for an attendee’s engagement with your event, says Michael Douglas business development director at GenieConnect. We’re quietly proud of the way that we’ve integrated social media such as Facebook and Twitter into our event technology. You can tweet or like content or session data directly from the app – which means that even those without Twitter or Facebook...

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Expert Opinion
12 Jun 2014

Do you get it?

Julian Agostini, Mash Media MD, on the power of three little words. In life, there are three little words I long to hear. It’s a declaration I hear quite often in exhibition circles, and a phrase that can make or break relationships – “they get it”. These words effectively mean that the person, or company, in question is enlightened as to what you think is...

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Expert Opinion
12 Jun 2014

What’s in a name?

Reftech’s chief ideas officer, Simon Clayton, on understanding regional sensitivities when getting badging right at events. Go to any trade show, anywhere in the world, and all the attendees – visitors, exhibitors, press, organisers and all the rest – will be wearing badges. Organisers know this but what some do not realise is that expectations relating to badges vary from country to country. The challenges...

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Expert Opinion
22 May 2014

Crisis PR

In times of emergency, it can be easy to lose your head when communicating with clients and the public. Richard Wightman, head of corporate marketing at ITE Group shares his advice on how – and how not – to react when crisis strikes. It’s a shame that there has to be a crisis in order to get involved with crisis PR. It’s fast-moving, it tests...

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Expert Opinion
13 May 2014

The sensitive subject of venue quality

Paul Woodward on controversy and the drive to boost global venue quality. It’s not often that I get shouted at during an UFI event. At our recent Open Seminar in Asia, hosted by BIEC in Bangalore, however, one of our speakers really touched a raw nerve. Former UFI president and JWC principal Jochen Witt, building on a theme he touched on briefly at last year’s...

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Expert Opinion
14 Apr 2014

Ask the right questions

UFI MD Paul Woodward on making sure we’re going after the right game. It’s just as well to start any column on this topic paying tribute to the anonymous Danish comedian who originally suggested that prediction is very difficult, especially about the future. Any association such as UFI, especially when its most senior members get together as they did in Seoul back in November, is...

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Expert Opinion
12 Jan 2012

THE PRICE IS RIGHT: VALUE-LED PRICING

There’s a revolt taking place on our show floors. JWC’s Anna Holzner discusses value-led pricing. Let’s begin with what isn’t changing. The trade fair industry is competing, as it always has, for wallet share of the marketing spend. As a traditional and important pillar of any marketing strategy, decision makers cannot and will not ignore the high touch experience and valuable face time a trade...

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