Exhibitions sector must stress brands

TRADE shows are a brand experience and organisers must recognise this to succeed, said brand expert and president of Time & Place Strategies Mr Francis Friedman. Organisers must ensure the experience the show delivers is one its attendees are promised. Exhibitors must experience the expectations set for them and organisers should respond to customers and stand behind their brands. Two important questions need to be asked by organisers as they put themselves in their clients' shoes: "Why should I be at your show?" and "What penalty will I suffer for not being at your show?" "This is because trade shows are the only medium where the customer pays to hear a sales proposition," he added. "The attendee has the power to stop at the booth and this media is worth much more than other media as the attendee has to travel all the way to hear a sales pitch. That is why the value proposition has to be strong."