Glasgow and its Scottish Exhibition and Conference Centre has arguably overshadowed other exhibition locations in Scotland for consumer and trade show business. But this could be set to change as the Edinburgh-based Royal Highland Centre embarks on a £30m campaign to improve its exhibition and meetings facilities.

The venue you choose for your exhibition can have a significant bearing on the types of visitors that end up on the show floor. But are there other ways a venue can influence your event’s short and long-term future? Below are some industry insights. 

Your visitor pool has many qualities you can measure. Man or woman? Age? Do they own cars? Homes? Have kids? Earnings? The list goes on. EN wanted to find out how an organiser can use this information to optimise visitor – and hopefully exhibitor – experience on the show floor.

What factors contribute most to an exhibition brand? Is it location, celebrity factor, hook-ups with existing TV or product brands, slick marketing or intelligent use of your show floorplan? And does brand mean as much for a trade show as a consumer one?  We asked three organisers.

How did you get into the exhibition industry?

Geoffrey Dixon and the Vivid Interface team are to be congratulated on producing The Facts 2011 about the exhibition industry so quickly and in the face of some confusion and volatility in our market.

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