Affectionately known as the “Greatest show on turf”, earlier this year we looked at the power of ads at Superbowl VXIII, arguably the biggest live event in the world and a sport that is growing in popularity all the time, particularly in the UK.
Wembley stadium on an NFL night
With the sell-out attendances to the NFL games hosted at Wembley over the past few years, this is a clear indicator that the UK consumer has not only become a strong advocate of American Football but also American culture in general.
For this blog post I hand over to our SVP of Marketing here at GES, Gina McDuffie, to talk about the potential impact experiential marketing can have on a brand:
The thing about buzzwords is that they’re generally heavy on use and light on understanding.
This is exactly how experiential marketing became a buzzword in the first place — the concept is often hard to explain. For this reason, it’s difficult to get a client excited about an experiential marketing strategy. Continue reading
For this blog post I hand over to Dan Edwards, Group Operations Director at Mash Media, to talk about how planning is the most vital ingredient to organising an event:
Dan Edwards – Group Operations Director, Mash Media
Ever since I was 16, and I organised a trip for a large group of school friends to an under 18’s club night, I knew I wanted to work in events. I wasn’t sure where in events, I just knew I loved the buzz of organising something and seeing it come off.
One of the messages drummed in to me from course to course, mentor to mentor, was “plan, plan plan…but be prepared to think on your feet”. Continue reading
Our successful acquisition of Blitz Communications in recent weeks is an important step towards us becoming a full service provider for the global events market. In this week’s post Paul Wedesky, the Senior Vice President of GES Global explains the importance of AV in the events industry…
Blitz and GES working together to create the BETT Arena in 2013
Choosing the right Audio Visual partner can make or break your event planning experience. Lunch not being tasty, may cause small inconveniences, but if they can’t get the information they came for, the event wasn’t successful. Event AV can be one of the biggest mysteries to individuals in and outside of our industry. I wasn’t joking when I said, “Keep Calm and Call the AV Guy.” AV tends to be one of the most important parts of an event that often gets overlooked when planning.
For this blog post Jim Curry, Deputy Director at Association of Event Organisers, has the floor to talk about organising a successful day and brains. Enjoy :)
The path to enlightenment
Last week we hosted the Exhibitor Masterclass which is a one day event to enable businesses to achieve stellar growth through exhibitions. It was the largest event of its kind in recent memory and we curated a programme of speakers that smashed the usual ‘exhibitor days’ out of the park. The success of the event, in terms of attendance and delegate feedback, pretty much guarantees future editions in the UK throughout 2015.
We had expert speakers in visitor engagement, digital marketing, exhibition planning and sensory marketing but it was the keynote psychologist Gorkan Ahmentoglu who grabbed my attention.He applied the science of being human to the art of exhibiting and it was utterly fascinating. Here are the three things about the human brain that I took from his session:
Exhibitors need to target the orbitofrontal cortex Continue reading
This week’s blog post comes courtesy of Emelie Coleman – who recently completed an internship with us and did a truly excellent job. Enjoy :)
About six months ago I was somewhat in a scramble. As a college student, the beginning of the New Year is not always a time of celebration, but a moment of realisation that it was time, once again, to churn out applications to find a suitable internship for the summer. And then, the anxiety inducing wait for an acceptance. In my case, I stared at my email inbox until early March, eagerly opening each email addressed to me from a company or a program. It was on one of these March days that I received an email from Harvard’s Center for European Studies internship program, followed by an introduction email from Paul McKenna. Here it was, the long awaited acceptance.
Emelie Coleman – Our resident Harvard intern
One of the biggest myths about internships I find is that as an intern, you are stuck with the busy work. Not at GES. I was given a real challenge with which to work. Furthermore, I was encouraged to reach out to anyone in the company who might be able to help me. At first, I was slightly taken aback by how open the community and my project were. I was given a significant amount of liberty with which to steer my project. By the end of the seven weeks, I felt comfortable talking to everyone in the company and several of them played a significant role in my final presentation.
For this blog post I’m going to hand over to our Managing Director, Andy Gibb, to talk about how if the events industry can work together we can all achieve bigger and better things. Enjoy :)
Our MD Andy Gibb – Together we are stonger
When an exhibitor, especially a first time exhibitor, books into an exhibition, I don’t believe they’re thinking about which venue is it in, who’s the organiser, or who the contractors are; they’re thinking about Autumn Fair or Marketing Week Live or whichever show it is and how they can make the most out of being there.
For sure, the venue, the organiser and the contractor can create an ambiance which is conducive for doing business, and certainly the organiser needs to attract the right type of audience, and the right type of buyer to the event, but at the end of the day, what makes an exhibition successful is how the exhibitors engage with the visitors. Continue reading
How many times have you been asked, or have asked the question: “What’s a shell scheme?” I know when I first started in the events industry I had no idea what a shell scheme was, what the difference between a 500w and 2000w socket was, or anything to do about being on-site (I naively thought stands just appeared on the day and disappeared when the show ended).
That was over 2 years ago now and it has taken me that long to get my head around the intricacies of events and how it all works. So why then are there no guides to how events work? I have lived and breathed events for over 2 years solidly, exhibitors visit an event maybe 2 or 3 times a year for about a week, so there’s no wonder the queues at the service desks and call centres are massive!
The Art and Science of Exhibiting for AEO Exhibitor Masterclass 2014
You can look around the internet and find the odd thrown together word document, hastily written by an operations manager to try and stem the flow of FAQ’s, but in their haste they’ve left in jargon and industry buzz words that only make the issue worse. It isn’t their fault; they’re busy trying to build a relentless stream of shows for 50 weeks out of the year.
But something had to change… Continue reading
I have to be careful not to show my age here, but when I first studied marketing I spent many hours reading about the 4 P’s (Product, Price, Place and Promotion). The concept of the 4 P’s was originally proposed by the marketer E. Jerome McCarthy in 1960 and it has since been used by not just me, but many marketers throughout the world.
Now taught in history classes next to these things we called “cassette tapes”
As marketing became a more sophisticated discipline a fifth P was added – People, and after I finished my degree we also saw the introduction of Process and Physical evidence (you may at this stage have worked out my age).
I have worked in the event industry for about ten or so months now, and in all that time I had spent learning about what makes an event (the behind-the-scenes stuff, the build-up, etc.), but I hadn’t actually been to an event. So I thought it was about time to get out of the office and see a busy event for myself, and what better event to start with than Farnborough International Airshow?
This is where it all begins
To be honest, I had heard of Farnborough fleetingly before I started at GES, but it was only when I joined that I realised just how massive this event is. All the work that goes in to building it, detailed in this infographic for the work we did for FIA in 2012, was pretty substantial (and it has gotten bigger since then!) Continue reading