More than 390 businesspeople registered to attend the Event Industry Alliance’s (EIA’s) recent How To Exhibit roadshow at its stop at the Toute Suite, NEC Plaza in Birmingham, prompting the organisation to add a second tour date at the venue early in January.
 
“The aim of these roadshows is to empower and enthuse brands about the value of exhibiting,” said EIA group chief executive Trevor Foley. “Our sector is booming right now and the take-up of this event is testament to the growing use of live event marketing as marketers recognise it benefits and effectiveness, and want to learn how to maximise their investments.”

EIA has teamed up with Nomadic Display, NEC, The Exhibiting Show and Exhibiting magazine to bring brands a top line up of speakers to help companies multiply the value of every event they participate in. According to the EIA, the free seminar revealed “some of the secrets behind exhibiting success, including: stand design and build, setting objectives, planning participation, best practice in effective stand staffing, lead generation and follow-up techniques, budget setting, delivering return on investment”. It also provided training tools to take back to the office.

With all this fitted into a half-day training and educational event, either a number of the topics were only briefly covered or exhibiting is a fairly simple discpline! What cannot be questioned, however, is the demand for information about live marketing. Not only was interest almost double that of the previous event, but also the following list of big brands we represented in the audience: Aggreko, Barclaycard Business, Birmingham City Council, Chubb Electronic Security, Continental Airlines, E.ON Energy Services, Expedia Corporate Travel, Experian, First Choice, GE Healthcare, Hilton Hotels, Ordinance Survey and RoSPA.

For more details about the January roadshow, visit www.eventsindustryalliance.com