EW editor Tom Hall's welcome from ISSUE 3 2017.
Global Exhibition Day provokes discussions about what the exhibitions of the future will look like, but perhaps we should first understand why they must change.
GRS’ ground-breaking research on the psychology of exhibitions (ISSUE 3 p62), marks a critical moment in examining the neurological and physiological effects of visiting trade shows – and it turns out they can be pretty stressful places.
An image I was sent recently of a hapless exhibition attendee sitting on a fire extinguisher to get some much-needed rest has implications beyond the health and safety concerns. The visitor’s needs were hardly being met by the event environment which, let’s face it, often pales compared to modern retail experiences.
While neuromarketing research is already established in retail, exhibitions have an equal interest in creating stimulating and comfortable environments conducive to the bottom line which, like retail, usually comes down to profit.
Analysing markers such as skin arousal and visual stimulation are an intriguing addition to the traditional visitor questionnaire, but the resulting data will be contextual to a given exhibition, and its stakeholder goals.
The smell of compost, for example, may enthuse an agricultural exhibition visitor, but would seem a little out of place at, say, a financial convention.
Luckily, the industry’s plethora of digitally sophisticated, design-orientated and atmospheric events prove we have the willing and know-how to deliver epic experiences.
At a time when the use of data is hotly debated (p44), creating spaces that appeal to our senses seems like an inevitable, and net positive use of personal information.
