Posted by

Barry Siskind

UFIs Community Manager

For the past four decades Benedict Soh, executive Director of Singapore based  Kingsmen Creatives Ltd., has been an eye witness to dramatic changes in our business from his unique perspective as a contractor. He will be one of the keynote speakers at the upcoming UFI Open Seminar in Asia which will be held in Jakarta from February 28 to March 1, 2013. This year’s theme is – Exhibitions: An industry of Partnerships.

For a preview of his presentation I asked him about the changing role of the exhibition contractor.

Here is what he told me

The last 20 years have seen tremendous changes in the marketing communication landscape, with more possibilities of brand owners reaching out to consumers or business partners.  Both on and off-line digital, have had a tremendous impact on our lives and how we consume information. This also effects how marketers utilise the different media channels.

This mean the demand from exhibitors, show organisers, visitors and venue owners is different today. With competition from other media, exhibitions have to provide a superior ROI. It is imperative that all stakeholders work together to get the best out of the marketing dollar through exhibitions.  Contractors will naturally have to play their part by providing higher-value added services. This is what I plan to share with the attendees during the Conference.

This first UFI Open Seminar of 2013 will be held February 28 to March 1 in Jakarta, Indonesia. For anyone who has considered, or is now actively involved with, the Asian exhibition market, this promises to be a great event. Check out the program at: http://jakarta2013.ufi.evenium.com