About Siskind Barry

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So far Siskind Barry has created 521 blog entries.

The Intelligent Use of Data

Blogger: Barry Siskind, Author of Powerful Exhibit Marketing UFI’s recently released Euro Fair Statistics 2014 is an amazing piece of research.  The report is a comprehensive look at Europe’s accomplishments, country by country, using three key metrics, space, exhibitors and visitors. In the past our UFILive.org blog has initiated many conversations about a world filled with data. We can all agree that data gives us a historical perspective on the reporting period – similar to a student receivin [...]

By | 2018-01-16T13:14:16+00:00 August 21st, 2015|All, Digital Innovation, Exhibition Industry|0 Comments

Digitalization and the Exhibition Industry

Posted by Barry Siskind UFI’s Community Manager If you have been questioning what digitization means to the exhibition industry, you will have an excellent chance to learn more from an expert at the upcoming UFI Open Seminar in Europe to be held in Turkey, June 15-17. Dr. Holger Feist, Chief Strategy Officer, Messe Muenchen International, will deliver an address titled, Media in Transition: Five Insights for Trade Shows. I asked him a few questions to give you a sample of the insights he will be [...]

By | 2018-01-16T13:23:21+00:00 June 1st, 2015|All|0 Comments

Bracing for the digital tsunami

Posted by Barry Siskind UFI’s Community Manager Nicklas Bergman will open the UFI Open Seminar in Europe to be held in Turkey, June 15-17. The title of his address is How to survive the digital Tsunami – marketing trends and opportunities for face-to-face. He is a serial entrepreneur and investor who focus on emerging markets and technologies. As the exhibition industry dives further into the technological superhighway Nicklas is the perfect choice to help us explore the opportunities and pothol [...]

By | 2018-01-16T13:23:21+00:00 May 15th, 2015|All|0 Comments

Marketing trends and exhibitor behaviour

Posted by Barry Siskind UFI’s Community Manager This year’s UFI Open Seminar in Europe will be held June 15-17 in Istanbul, Turkey. Andre Hoeben, Chief Operating Officer for Netherlands based Gielissen Exhibition and Event Services will moderate the event.  The theme this year is “Competing for the marketing budget – the future position of exhibitions in the marketing mix.” Andre will also be leading a panel discussion focused on marketing trends and exhibitor behaviour. I reached Andre in his o [...]

Beginning the attendee journey

Posted by Barry Siskind UFI’s Community Manager Much has been written about the “attendee experience,” recently I read a blog post on the My Industry tracker recently that described it as the “attendee journey.” Blogger Robin Gallegos describes the attendee journey as a careful examination of each step the attendees takes as they interact with an event or exhibition.  That’s everything from registration to the follow-up surveys. The first step is registration and according to the author if that [...]

Young professionals deliver unique value to exhibitions

Posted by Barry Siskind UFI’s Community Manager The Center for Exhibition Industry Research and SISO has just released another landmark study titled, “2015 Young Professional Exhibitor Needs and Preferences Study.”  The thirty eight page report is packed full of useful information. Here are the five key findings: 98 percent of young exhibitors report that exhibitions deliver unique value that cannot be fulfilled by other marketing or sales channels. Seven out of 10 young exhibitors view the exhi [...]

The shift in Demographics

Posted by Barry Siskind UFI’s Community Manager One of the most difficult things for a sales person to say is, “I don’t know.” Whether they work for an organizer or are on the exhibitor’s front line, acknowledging that there is something they don’t know is difficult to acknowledge. In countless training sessions I taught the correct response is to say, “I’ll look into that and get back to you.” Yet in spite of this and all the hours’ role playing, the dreaded, “I don’t know,” remained elusive. M [...]

By | 2017-12-02T22:54:34+00:00 April 14th, 2015|All, Best Practices, Management, Operations & Services|0 Comments

Helping stakeholders prove value

Posted by Barry Siskind UFI’s Community Manager A white paper written by Harvard Business School lecturer Frank Cespedes states, “Three of five marketers’ use no tools to measure event ROI and most companies plan and execute events without specific business objectives.”  This basic bit of business insight was first brought to my attention thirty years ago when I became a consultant to exhibitors. I must admit that Cespedes’ comment does not necessarily mean all exhibitors. Some of the very large [...]

By | 2017-12-02T22:54:34+00:00 April 9th, 2015|All, Best Practices, Operations & Services|0 Comments

Confirmation bias lurks in the boardroom

Posted by Barry Siskind UFI’s Community Manager You and one of your staff have made a decision. You gave it a lot of thought, did the research and moved forward. Yet, in spite of all that went into the decision, it turned out wrong. Why? It could be because the law of averages states that it’s impossible to be right all the time, or, when you or your staff member did the research did you show a bias for information that confirmed your view and ignored the rest. According to psychologists the ans [...]

Big data or small data

Posted by Barry Siskind UFI’s Community Manager How much data is enough? It’s a question that many organisers have pondered every since the phrase “Big Data” became part of our lexicon. Organisers have been successfully going about their business for longer than most other industries without the deluge of information that’s available today. Data driven decision making and intuition (what one might feel deep in their bones), may still be at loggerheads. Yet, it’s hard to argue with the power, if [...]

By | 2017-12-08T10:42:34+00:00 March 31st, 2015|All, Digital Innovation, Exhibition Industry|0 Comments