Home » Global Trends » 14 Future Trends to Which the Convention Industry Needs to Pay Attention to in 2015 8. Preparing for Exhibitions Progressed All Year Round

14 Future Trends to Which the Convention Industry Needs to Pay Attention to in 2015 8. Preparing for Exhibitions Progressed All Year Round

8. Preparing for Exhibitions Progressed All Year Round

Recognizing an Exhibition as an Independent Communication Platform

So far, the convention business was regarded as a temporary and short event held once a year. However, an exhibition is now a place where existing attendees and participating companies have a lasting relationship an also a forum of long-term marketing communications attracting new attendees and participating companies. Therefore, rather than regarding an exhibition as a short-time event, it is necessary to recognize it as an independent communication platform open all year round.

Necessity of Establishing Exhibition Contents and Communication Channels in a Long-term Perspective

To organize an exhibition from a long-term perspective, it is important to remember that consistent contents which can cover relevant events are required. Furthermore, the communication process with the consumers group including participating companies and attendees should be continued constantly before and after the exhibition through social media, not just for 3 to 5 days during the exhibition. Fortunately, many exhibition organizers and participating companies realize the importance of establishment of such a relation ship and manage accounts in social media.

Need to Cope with Shortcomings in the Collective Marketing Mix Perspective

However, there are still issues left in making exhibitions a stable and lasting marketing means. For instance, we have to resolve problems such as work processes without fixed manuals, insufficient budget for long-term investments, absence of proper contents strategies and experts, and limitation of technologies. Hence, workers in the convention industry should make efforts to compensate for those insufficient parts so that an exhibition becomes a core component in the collective marketing mix.

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