Magazine article Marketing

Exhibitions Need a Confidence Boost

Magazine article Marketing

Exhibitions Need a Confidence Boost

Article excerpt

Mention exhibitions to many marketers and you'll be rewarded by the sudden recollection of urgent dental appointments, unpaid parking tickets and other more attractive engagements.

The popular image of the exhibition industry is as an area that is unglamorous, unfriendly to outsiders and ever so slightly 'dodgy'.

We don't share that opinion.

On Monday of this week, for the first time Marketing magazine combined our Exhibition Effectiveness Awards with a one-day conference on exhibition effectiveness.

With this issue you'll find a supplement packed with case studies on award-winning exhibition stands, events and roadshows, which should leave little room for doubt that exhibitions can be both powerful and cost-effective.

The one message that came across clearest of all was that marketers, specialist exhibition agencies and exhibition organisers had so few opportunities to discuss common issues that any opportunity to air them was welcome.

The problem facing the exhibition industry is not dissimilar to that which faced commercial radio not so many years ago: an unglamorous image, coupled with trade organisations that do little to promote the medium outside its sphere.

Radio's answer was to set up the Radio Advertising Bureau, an act so successful that it's frequently held up as an example of how a medium can turn itself around. …

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