The importance of attending a trade show
EXHIBITIONS David Maguire, event manager of office* – the UK’s leading exhibition
and conference for Personal Assistants – explains why attending trade shows can create real business opportunities and measurable benefits for your career
Attending a trade showis not a magic wand for your career by any means, but a well designed show – aimed specifically at your profession – can offer a concentrated boost to your productivity. According to the latest research by the
AEO’s (Association of Event Organisers) FaceTime magazine more than 13 million people attend UK exhibitions every year. So, what is it about them that attracts so many people out of their offices for the day and onto the show floor?
Discover new products & services Last year, over 94 per cent of all surveyed visitors to office* cited meeting exhibitors as a key reason for attending. Leading sup- pliers often use trade shows as a launch pad for their new products and services, whilst smaller start ups get an opportunity to showcase their innovations right along- side brand leaders. It’s a win-win for visi- tors as they get to see all the latest products and technologies coming out of R&D plus new services and solutions that they didn’t even know existed until now – and make (or influence) the right pur- chasing decisions for their business.
Compare suppliers Event organisers work hard to ensure that the right mix of specialist product and service categories are covered by exhibitors. Think of the countless hours you could save if you could meet both new and existing suppliers – for all your busi- ness needs, from corporate hospitality and travel to office supplies and event management – all in one day (or less!).
Save money for your business Many exhibitors reward visitors with exclusive ‘show only’ deals (on products, services, training, equipment, venues,
travel etc), which means the potential sav- ings you could make for your business far outweigh the small investment of your time. If you – or your boss – still need some convincing then take a look at the show’s exhibitor list.
Face-to-face networking Trade shows offer a unique opportunity for attendees to see the innovators behind the ideas, to enjoy live product demon- strations, and to meet new service providers face-to-face – leading to a host of successful business relationships forged through engaged conversation rather than a deluge of one-way information. Many shows also have networking
areas – like office*’s new Corporate Trav- eller Networking Hub, which encour- ages visitors to connect with other delegates. It’s an important part of a show as it promotes connections and a sense of community within the industry.
Keep up-to-date with industry developments This year’s office* conference line-up fea- tures headline Keynotes from well-known names like Katie Piper; Laura Schwartz, for- mer special assistant to President Clinton
and the White House director of events; Hamish Jenkinson, former PA to Madonna and Guy Ritchie and current EA to Kevin Spacey; and many more. Plus there’s also 32 content-driven seminar sessions from some of the best trainers in the country (including 12 new speakers for 2013). Sometimes a little inspiration goes a long way – so there’s plenty of opportunity here to invest in your training and develop new specialisms that will benefit your current (and future!) career path.
Want to find out more? If you’re ready to see a trade show in action for yourself come along to office* on 8-9 October at Olympia London. Not only is the event in the running for a Best Trade Show Exhibition Award by the AEO this year but The Executive PA Magazine | Hays Awards also take place after the close of show on 9 October. Don’t forget to come prepared though
– check out the exhibitor list (there are over 175 companies to see, plus feature areas like the AIM Accredited Destination and Venue Village and the HBAA Village) and book any seminars you want to attend online at
www.officeshow.co.uk first. Register at
www.officeshow.co.uk using priority code OFF139.
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