Surviving the unimaginable

Blogger: Barry Siskind, Author: Powerful Exhibit Marketing Most businesses have a distinct advantage over ours – predictability. When business leaders carefully follow the rules of production, marketing and finance, businesses grow. When they disregard the basic business tenants crisis can come lurking. The exhibition business doesn’t have that luxury. In our business everything becomes a factor from the weather to erupting volcanoes to acts of terrorism. Each of these disrupting factors directl [...]

By | 2017-12-08T10:32:18+00:00 March 16th, 2016|All, Exhibition Industry, Exhibition Marketing|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 [...]

The left and right brain balance

Posted by Barry Siskind UFI’s Community Manager Which trait would be the most advantageous for someone in the exhibition industry – left or right dominated? While left brain people are typically characterized as logical, realistic and focused, right brainers are creative and emotional. The demands to handle a multitude of logistic would point to left brain people as being the best choice. Asking a right brain dominate person to handle the daily demands of scheduling can be risky. But, if left do [...]

Focus on profits and expansion with the cloud

Posted by Barry Siskind UFI’s Community Manager Computing in the cloud – everyone is talking about it but are they using it? It seems counterintuitive to think that some companies are not when the benefits of the cloud far outweigh the costs. The cloud can help all businesses – large and small - save money and streamline their operations without the expense of building an IT infrastructure. A recent post on Fortune Magazine’s website by small business expert and blogger Alice Bredin lists five w [...]

Marketing to influencers

Posted by Barry Siskind UFI’s Community Manager  When we market to visitors we know that these individuals fall into two broad categories: those with the ability to make decisions and those who can influence the decision making process. Inc. Magazine blogger, Alex Frias, argues that the marketing to this latter group hasn’t changed much in the past decade.  Marketing to influencers requires some sophistication, Friars offers five ways to leverage organizers efforts to help drive additional traff [...]

Setting a Theme – getting exhibitors on board

Posted by Barry Siskind UFI’s Community Manager For the first post of 2015, I would like to visit an old issue – your exhibition’s theme. The theme of your exhibition is what should give a sence of focus to all your activities – everything from the choice of speakers to special attractions. Without a theme the exhibition, according to Exhibition News blogger Steve Bindley, creates a “disjointed impression.” In Bindley’s post he outlines the basic steps in choosing the right theme. The first step [...]

By | 2017-12-04T19:19:07+00:00 January 2nd, 2015|All, Best Practices, Exhibition Marketing|0 Comments

20 Visitor Retention Tactics

Posted byBarry SiskindUFI’s Community ManagerTo paraphrase an old saying “It’s less expensive to keep an existing customer than find a new one.” We all understand the importance of ensuring that visitors keep coming back to our exhibitions year after year.While retaining 100% of the visitors may not be realistic, increasing efforts to bring them back has to have a positive effect on your exhibition’s bottom line.I found an interesting post on that dealt with [...]

Visitors need a sense of place

Posted by Barry Siskind UFI’s Community Manager Generation X and Millennials need more than a well-managed event to justify their decision to attend. They gravitate to events held in interesting and unique locations. Their bottom line is that they will attend events with the least amount of inconvenience and offering something interesting to do in their off hours. Every location has its unique value proposition from history to architecture, from food and drink to entertainment. These visitors ar [...]

The exhibition industry is showing signs of cautious optimism

Posted by Barry Siskind UFI’s Community Manager UFI’s 13th Global Barometer of the Exhibition Industry is now ready. The question many of us have pondered is whether we are out of the economic crisis of the past few years and into more positive times. While almost half of the companies surveyed stated that profits were up, 56% declared that they still felt the impact of the crisis and would continue to do so until the end of 2015. The Global Barometer of the Exhibition Industry is an excellent r [...]

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, [...]