Word and images commissioned by Australian Special Events Online Magazine:
With the trade show season around the corner, everyone is looking to barter in on strategies and innovative concepts to put their business on the frontline. Last week, ISES’s monthly event held at the Sydney Convention and Exhibition Centre, was attended by professionals in the events industry eager to learn tips on how to be best in show.Surrounded by million dollar views of the glistening harbour with a glass of wine in one hand and gourmet canapes in the other, attendees were rewarded with engaging presentations by a panel of exhibition experts.Rodney Cox from Exhibitions and Trade Fairs offered some suggestions to cull potential customers from the crowds and finding the niche with some basic screening questions. Christian McNally from Moreton Hire advised future exhibitors to plan ahead with other trade shows and approach their stand with a creative angle which relates to the business’ target audience. Whilst it is important to be realistic about the budget, Christian points out that exhibitors will succeed if they “look for technology and try to utiise that”. Lastly, Felicity Zadro of Zadro Communications reminded the group about the importance of implementing a well-designed follow-up strategy for the days and weeks after the show. It should be “something personal and targeted succinctly”. In terms of preparations, social media is one area where “the more you give, you more you will receive”.MC and entertainer Darryl Lovegrove closed the evening belting out a tune and offering himself in a charity auction.