Expert Opinion

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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