Exhibitions - it's the visitor experience, dummy!

As great a platform trade shows are in helping companies to effectively reach their target customer markets, the overall environment is clogged up with marketing and advertising noise. Most potential customers now possess well-developed filtering processes that weed out the unnecessary marketing noise. It is precisely in the face of such competition that trade shows possess the mettle to succeed. We are now living in what is termed the "experience economy". Everyone one - from the general public to the discerning business customer - is looking for the value-added experience.

Trade shows are very versatile marketing instruments. A single trade show offers multiple platforms for creating positive visitor/participant experiences - the exhibition floor, the complementing education programmes (seminars, workshops); and the ancillary actvities (the networking parties; golf). The organiser has so many areas in which he can build in opportunities for very positive experiences.

It has become imparent for trade show organisers to recognise this trend to valuing the overall experience, and to deliver this to trade show participants - the exhibitors, the sponsors, the visitors and the stakeholders. The areas where value can be added to the customer experience include:

• logistics
• customer service
• trade show content - programming
• networking opportunities
• right fit

I believe most trade show organisers are very capable and work hard at ensuring that their events remain relevant to the various industry segments. I also see more and more effort made in ensuring that there are ample opportunities for networking between all participants.

Customer service - the art of making a single attendee or exhibitor feel special - is one are where industry members will need to pay more attention to. This is an important element of the "experience economy" and can be very instrumental in separating a "good" trade show and a "great" trade show. It also goes a long way in ensuring repeat business - repeat exhibitors, repeat visitors, repeat sponsors. Great service also acts as a deflector for operational or content shortfalls. The overall experience sticks in the memory.