Replacing traditional stands with a dynamic approach

Posted by
Barry Siskind
UFI’s Community Manager

In a recent article in ExpoWeb, writer Michael Randon told the story of The Big telecom Event (BTE), in Chicago, USA. They took a bold step and got rid of the exhibitors creating an event focused on networking and learning.

BTE exhibitors now had an opportunity to tell their stories in the “Innovation Zones.” More than 60 companies took part in this interesting event by giving hands-on demos, answering questions and networking.

The telecom market, like many other industries, is characterized by long sales cycles and a need for a hands-on approach. The attendees and exhibitors all responded favorably to the move away from traditional stands where vendors pitch products. The plans for 2015 are to triple the events size.
There has been a lot of discussion about how the exhibition floor should change and very little action.

Here is one example that is worth following.

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