BEST PRACTICE
Visitor interaction at World Travel Market 2017
Exhibitions in a digital age As an effective marketing platform, exhibitions globally continue to grow in number as well as in importance, as they offer a good return on marketing spend invested, writes Gary Corin. ITH THE ABILITY to create an interactive environment that can tap into the five senses through real or virtual experiences, exhibitions draw positive face-to-face engagement between sellers and buyers. Exhibitions are not only for product display; they are a place of learning, for customer interaction, and for the exchange of information and ideas. The explosive growth of the digital world has been embraced by the exhibitions
14 • THE EXHIBITION PLANNER 2017
industry as it presents an opportunity for greater reach to targeted audiences. Pre-event campaigns that use various social media channels and electronic media to engage with prospective visitors and promote online pre-registration are driving increased visitor numbers. Facebook, Instagram and Twitter are among the most popular to motivate visitor attendance and to actively engage with visitors whille on-site. Social media captures the experiences in video and pictures, instantly drawing attention to the event.
WHAT THE FUTURE HOLDS Despite an ongoing slowdown in global economic growth, the exhibition industry remains geared for continued growth in 2017, with increased turnover reported for a majority of exhibition organisers. This is according to a January 2017 Global Barometer survey published by The Global Association of the Exhibition Industry (UFI). It is competition from within the industry itself that has seen a measurable rise in importance in determining future business strategy. This will see expansion in the industry’s business activities globally with more live or virtual events to run alongside the exhibitions to create additional value. 28% of research responses from South Africa forecast an increase in these types of activities. 29% were also looking to expand operations in new countries. With the exhibition industry being highly competitive,
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