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B2B 101

Oh for Earl’s Court 2 in the springtime (well, February) 

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The Technology for Marketing and Advertising Exhibition moves into Earl’s Court 2 on February 12-13th. Good Grief, I feel obliged to go. Even though no exhibition has really warmed the cockles of my heart since I found myself sentenced to the Ideal Home Exhibition for 33 days running in 1983.

These days, I think exhibitions only truly work for the exhibitor if you have something new and exciting to say or promote. And ever since I stumbled into the direct marketing firmament, finding something truly new and exciting to see has been a rare experience. Hence all those meet at the bar opportunities.

Still, it’s a day out, isn’t it? A chance to meet a few faces and spill Eurofizz over them. And in this particular field, I feel the chance of learning something along the way.

I am also hoping against hope that this show...and the IDMF which follows at the same venue in April...will have gone some way towards embracing the exhibition as a networking event.

Not long ago, in another life, I sponsored the bar at one of these things. Great branding and everyone spilled their alocopops on my coasters, in front of our stand. Mostly recruitment consultants, of course. Mostly talking to my team. And when you wanted to have a chat to a client in comfort, away from the stand, there was consequently nowhere to go.

So, it’s a new year, and maybe I will be pleasantly surprised. If you go too, stop and say hello.

Published Jan 30 2008, 08:44 AM by Hugh Bessant

Comments

by Philip Smith
January 30, 2008 5:07 PM
 
Hugh, what is your view on online exhibitions and virtual fairs? Can they work for the exhibitor, or, indeed, the delegate? Not sure that it would allow you to sponsor the bar, however ...
 
 
by Hugh Bessant
January 31, 2008 8:44 AM
 
I am not sure I have a view Philip, except that there are limits to what can be achieved online. I am always amazed at what you can discover on the web, but the idea of virtual exhibitions seems a little bizarre, when even the smallest websites can be very informative. Personally, I learn more from looking the salesman in the eye and asking questions, but if you can point me in the direction of one, I will happily try the onine virtual experience!
 
 
by Philip Smith
January 31, 2008 10:30 AM
 
I was just interested as it was one of the B2B talking points from the early part of this century - the ideal of a virtual, lead-generating, exhibition online. I have yet to see a true realisation of that idea ... That said, recruitment fairs can and do work online ... but they have different aims and often appeal to a different audience.
 
 
by Hugh Bessant
January 31, 2008 2:10 PM
 
'The early part of this century' is a frightening phrase, isn't it? Especially when policeman look 14 to me already.
 
 
by Philip Smith
February 1, 2008 2:33 PM
 
Yes, sorry, I realised it was a phrase loaded with connotations when I typed it ... I was trying (successfully, until now) to avoid another mention of the dotcom boom.
 
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