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Exhibitions adapt and evolve to meet market needs

Exhibitions adapt and evolve to meet market needs


A recent exhibition saw a 38% increase of visitors compared to the previous show, attracted by the opportunity to connect personally with industry experts, learn about the latest products and technologies, and gain business insight through free-to-attend seminars.

But exhibitions have had to adapt and evolve to stay in the game. As an organiser, we have 50 years of experience, but we are not 50 years old. In the last seven years we have gone through a period of rejuvenation. It’s in our culture, our DNA, to create a vibrant, energetic and forward-thinking environment that keeps us at the forefront of our industry. This applies to our people and our exhibitions. Innovation and change are a constant.


Embracing the digital platform


The purpose of exhibitions is to bring people together. Where you attract a lot of people, business happens. How you attract your audience is key to successful exhibiting. Embracing the digital age is non-negotiable.


Principles that underpin communications are still the same and much of the traditional marketing is still relevant, but instantaneous messaging through digital platforms and social media offers a whole new world of opportunity. Embracing both delivers a powerful integrated mix of communications.

Elements of human touch


Exhibitions have evolved to meet the needs of buyers and sellers. When it comes to the B2B environment, face-to-face sales are still preferred. Exhibitions have the ability to create an interactive environment that can tap into all our five senses through real or virtual experiences. Buyers can connect one-on-one with exhibitors and be part of the action watching live demonstrations. At the same time social media delivers pictures and videos of what’s happening at the other side of the exhibition hall.


By adapting and evolving, exhibitions remain an important marketing channel: high tech, high touch at its best. 


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For further information contact Leatitia van Straten, Marketing Director at Specialised Exhibitions Montgomery at email

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