Creativity Leads to Engagement

By Cathy Breden, CAE, CMP
Managing Director, Center for Exhibition Industry Research

Exhibition organizers strive for our events to be innovative and relevant to our different audiences. Doing so will hopefully reduce attrition of attendees and exhibitors. I’ve always admired Richard Adler and his BizBash events for their creativity and showing fresh and new ideas each and every year. One of the things BizBash does well is design an event based on the needs of their audience. BizBash draws an audience of meeting planners each year who are looking for new ideas and inspiration.

The showcase on the Expo Floor highlights the latest in trends and ideas designed to create conversations and inspire attendees. We are all thinking about, or perhaps I should say “rethinking,” event design while staying within the parameters of budget and that is where BizBash adds value for attendees. The event shows them “how.”

CREDIT: Jessica LaRoi for BizBash

CREDIT: Jessica LaRoi for BizBash (Archive Vintage Rentals)

In a recent CEIR report, How to Stop Attendee Loss, attendees were asked for reasons why they may not decide to attend. Some of those findings include not enough value for the money and education that did not meet their needs.

Understanding the needs of attendees and exhibitors and designing the event around their needs isn’t some new concept, it’s just one we need to be aware is key for the success of your event.

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