Maurits van der Sluis, commercial director at Amsterdam RAI, discusses how organisers and venues are ensuring exhibitors perform to the best of their ability at exhibitions, through exhibitor training or briefings, to improve the visitor experience.
As we are an organiser as well as a venue, we do the utmost to help organisers maximize their return on investment. Besides offering services like stand building, ICT and hotel accommodation from our Exhibitor Services department, we focus on lead generation. Through lead generation tools, and as an organiser also by offering (potential) visitors relevant content about the event or exhibitors.
We also help exhibitors develop their own event participation by sharing research and insights about important developments in the events industry. This year we started sharing trend reports: recently about the digital connected society and earlier this year about the Generation X (35-50 years) and Y (20-35 years). Besides sharing insights we also give ideas for exhibitors and organisers of events. How they can use the insights to tune their event (participation).
Over the coming years, N200’s Visit Connect software will be rolled out as a standard feature at all exhibitions organised by Amsterdam RAI. This will allow RAI Exhibitions to make a significant step as an exhibition organiser in providing insight into the efficiency of exhibitor returns.
Visit Connect provides exhibitors, organisers and other stakeholders with clear insight into the effect and returns of taking part in an exhibition. The software can help exhibitors realise maximum ROI thanks to comprehensive data collection, including live reports.
This was first published in issue 4/2013 of EW. Any comments? Email exhibitionnews@mashmedia.net
