Geneva is more than the city of peace; it’s a major European economic center and important exhibition destination. American companies looking to expand market share should consider participating in trade shows and events held in Geneva. Home to the European headquarters of the United Nations and International Red Cross, major multinational organizations are also based in Geneva. Exhibition management companies and professional societies have hosted successful trade shows and events in Geneva for decades.
Trade show and event managers deliver the marketing message and branding for their company in a unique environment. There is no substitute for face-to-face selling at an exhibition. The information gathered will increase the ROI (Return on Investment) by measuring the quality of leads that become sales but also listening to attendees is invaluable. Video presentations, live demonstrations, graphics are sending the message outward, but it is more important to listen.
Trade show and event managers are using technology outside the exhibit as well as in the booth. Mobile apps are now incorporated into the marketing plan to increase booth traffic, engage attendees before, during and after the show. Interactive technology is not just to be considered in the exhibit design. Utilizing event apps can be part of the overall trade show plan.
Trade show and event managers face situations people in corporate offices are not accustomed to seeing as well as solving problems on-site. Establishing your global branding in the exhibit design, showcasing new products and services may seem like the natural part of managing a corporate trade show program compared to Plan B situations. What about the unexpected? Reducing stress levels can be possible when being proactive and creating a trade show kit to be part of your exhibit.
Three parts of the trade show kit are for your staff, the exhibit, and office supplies.
Exhibit and event managers are always ready with alternate solutions when the unexpected happens. Missing freight, damaged graphics, and flight delays are not uncommon problems at trade shows. When companies are signing contracts for exhibit space, there is often a clause about “Force Majeure,” unforeseeable circumstances that prevent someone from fulfilling a contract. In years gone by, most exhibit managers thought concerning a natural disaster like earthquake, hurricane, or tornado. The reality we now live in also includes terrorist attacks.