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Head of creative at George P Johnson Andy Bass returns to give advice...
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June 2011

James Barrett popped along to Masterchef Live and saw how charity Diabetes UK spread its messages with help from a butter knife.

When yearly budgets for marketing are small (or non-existent, as some of you might claim), it is important to maximise the activities you attempt. When used properly, exhibitions or road shows can yield hugely positive results, but you need to think about how best to achieve them.

John Blaskey walked the aisles of World Travel Market and came out with some thoughts on different exhibiting processes.

World Travel Market (WTM) is a long-established forum and exhibition for the travel and tourism industry. It’s in pretty good shape, as I saw for myself at the latest edition at the back end of 2010. I was confronted by hundreds of stands and thousands of exhibitors, but this in itself is a tremendous challenge to both exhibitors and serious visitors.

The smartphone has changed the way we function as human beings. Sarah O’Donnell finds out what its affect has had on exhibitions and makes a few recommendations.

Apps are mobile applications that can be downloaded and run on smartphones such as the iPhone, BlackBerry or Google Android. Some sources estimate there are over 300,000 apps available on the iTunes directory alone. And this does not take into account apps created for other devices.

In the first of a series of features, head of creative at George P Johnson, Andy Bass, looks at initial reasons why companies should be exhibiting.

When it comes to exhibiting, it seems the most overlooked question has to be “Why are we here?” If your stock answer is “Because we have always exhibited at this show”, then you are in an alarmingly high percentage of marketers failing to harness the true potential of exhibiting.

MD of Melville Teamwork, Mark Eddy, gives us his top tips for exhibiting.

Face-to-face is the most effective permission-based marketing available. The fact visitors have registered for a show, and made the effort to be there, means they expect to be engaged. However, the show and the exhibition stand are the middle of three main stages, which are pre-show, the show itself and post-show.

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