Each year, our Fab 50 program provides a list of the top fabricators serving the event and trade show industry in an effort to simplify the exhibit partner selection process. This year, in addition to the 2016 Fab 50 lineup, we offered a deeper dive into the state of the fabrication industry, including how event technology should be leveraged.
Technology for technology’s sake is never a winning strategy, but there’s definitely a nuance to understanding how much to use, when, and most importantly, for what purpose. While some clients demand the latest and greatest, others say it’s a waste of precious budget dollars. Here, four of our Fab 50 experts weigh in.
• Use It to Amp up Planning Across Geos
“As the industry becomes more sophisticated and connected across geographic locations… I feel this industry has taken a great step in that we’ve implemented software programs to better connect people and make sure that information gets transferred correctly from point A to B.”
—Tao Her, creative director, CEP Exhibit Productions
• Use It to Connect with the Already Connected
“Depending on your product, with consumer electronics, people want to be loud and engaged in the latest thing that’s coming out—something that’s aspirational. So I think we’re looking at connected technology that’s through the individual on their personal device, and how does the larger space connect to them?”
—Nick Simonette, vp-sales, Czarnowski
• Use It for the Right Industry
“The whole purpose of trade shows is to build engagement so if you put a tool in between the buyer and a seller that’s not always a good thing. I’m a strong believer that it still comes down to face-to-face and we can talk about social media all day long but in truth, it’s [brands] primarily on the consumer side that use the digital media that’s out there. You don’t see it in capital equipment or the b-to-b side. You’re not going to sell a tank using social media. So I think there’s a lot of buzz around the wrong thing.”
—Christopher Kappes, vp-sales, RES Exhibit Services
• Use It for the Right Audience
“You no longer can lump trade shows and attendees into categories of utilizing technology versus not. It’s utilizing technology when it’s appropriate for the right audience and knowing when to send your message out there—low-tech versus high-tech. It’s how you cut through the clutter on the show floor, but what that clutter looks like is based on which trade show a client is attending.”
—Nicole Genarella, svp-marketing, 3D Exhibits