Former Events Director at International Gas Union Rodney Cox has strong views on the all-too-frequent under-utilisation of exhibitors at international association events, to the detriment of the event owner, the delegates, and the host destination. Far too many organisers build exhibitions as a matter of habit rather than intent. “I like the word intent,” states Cox, “because it sits at the beginning of the whole process, and shows you’ve really thought-through all the potential benefits that can be generated from their presence.” Exhibitors can become a key factor in driving delegate registration – but only if organisers promote not only which companies will be there, but what they’ll be showcasing that is new, better or different! Cox is a strong cheerleader of the smaller exhibitor: “Often these are the attendees who are genuinely offering new solutions and innovative thinking.”
It’s also important for organisers to leverage “home field advantage”. Cox argues that many potential attendees in or near the host city are not interested or able to attend the whole conference, but have a great deal of interest to interact with the exhibitors. All too often, this source of revenue and intellectual input is ignored. Sometimes this is because they are not senior enough to quality to attend, or are students about to enter the field who can’t afford the normal fees. “Everyone gains” from their participation, argues Cox.
