Name: Thomas Gräter
Job Title: CEO
Do exhibitions get the status they deserve versus other marketing channels?
Certainly the social media channels have gained more importance over the past years. However they can be seen as an add-on to exhibitions in the marketing mix. Exhibitions are and will be an important factor in company’s communications policy providing face-to-face experience.
What’s the best exhibition stand or event you’ve seen in the last year?
Last year, I had the opportunity to visit many fairs and events where many highlights could be seen. Basically, the best booth is the one in which the exhibitor finds his trade fair goals for example repositioning of the brand. An important aspect in my opinion is the sustainability in terms of booth design and stand construction.
If you could change one thing about the world of exhibitions what would it be?
Environmental protection is an important issue today. That’s why I want to invite the world of exhibitions to put more emphasis on sustainability. This begins before the implementation in the planning and goes beyond the transport to the venues. Exhibition builders should use worldwide networks and in order to avoid large generation of garbage, they should resort to a reusable exhibition system.
Does stand size matter?
More important than the pure size of the booth is the stand design which should attract visitors, the functionality of the stand and the quality of the booth staff. The stand size should however reflect the importance of the exhibitor in his market.
What are the biggest challenges for exhibition stand design and build currently?
Important factors are the short set-up and dismantling times. Another aspect are the increasing requirements from exhibitors concerning Corporate Social Responsibility which relate to sustainable design and stand building.