EEAA underlines exhibition benefits

EEAA underlines exhibition benefits
By admin


 

The importance of growing awareness of exhibitions as a marketing tool has been highlighted by Exhibitions and Events Association Australasia.

General managerJoyce DiMascio told The Nibbler that it is vital that the industry ensures the channel is remembered by companies seeking to grow their profile.

“The challenge is promoting the viability of exhibitions compared against a proliferation of other marketing channels,” she said.

But DiMascio stressed that, although the appeal of exhibitions may be narrower, the target audience is more engaged with a deeper interest in the subject matter.

“It’s a more sustainable source of business,” she said.

Meanwhile, DiMascio referred to recent upheaval over plans for a temporary facility at Glebe Island, highlighting the positives yielded by the situation.

“Sometimes out of crises, good things come,” she said. “It’s placed a spotlight on the Expo and something that is at risk has become very valued by the government.”

DiMascio was hopeful that Infrastructure NSW would deliver the proposed facility in time, and was encouraged by its new commitment to hold a test event in January before its first real booking in February.

The situation has also underlined the importance of industry representation, she added.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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