Simon Burton

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All the Worlds a stage Unleashing the awesome
power of live events

• Simon Burton
• Exposure Event Creations

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Question 1 How do you put a giraffe into a
refrigerator?
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Open the refrigerator, put in the giraffe and
close the door
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• That question tests whether you tend to do simple
  things in an overly complicated way

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How do you put an elephant into a refrigerator?
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Did you say Open the refrigerator, put the
elephant in and close the refrigerator?

• Wrong Answer!

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Open the refrigerator, take the giraffe out, put
in the elephant in and close the door
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• That question tests your ability to think through
  the repercussions of your previous actions.

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• Question
• The Lion King is hosting an animal conference.
  All the animals attend except one. Which animal
  does not attend?

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The elephant. The elephant is in the refrigerator
- you just put him there!
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• We just tested your memory.
• OK.
• Even if you didnt answer the first three
  questions correctly, you still have one more
  chance to show your true abilities...

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• Question
• There is a river you must cross but it is
  inhabited by crocodiles. How do you manage it?

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• You swim across. All the crocodiles are attending
  the animal meeting

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• We have just tested whether you learn quickly
  from your mistakes.

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The Power Unleashed
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So whats an exhibition anyway?
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• What
• Where
• When
• Who
• Why
• Turning Space
• into Place

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The Received Wisdom

• The most direct
• Face to Face
• Uses the 5 senses
• Creates sensations and memories
• Powerful by association

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What the boss says he/she wants
ROI from Trade shows we attend
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Where do Marketers really want to go?

• Brand brought to life!
• Dialogue, response, interactivity
• Profile - noise
• Value for money
• Opportunity
• Permission!
• Measurement

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• Guaranteed Crowd Puller?

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• Now its your turn...

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What is it that visitors want?

• Results
• Measurability
• Creativity
• Inspiration
• Entertainment
• Companies who visit shows are growing (71)
• Growth due to internal business activity (53)

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What can events do?
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Whats the alternative?
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Bringing your brand to life
Engagement Impact Connection Inspiration Cost is
an issue of build complexity NOT marketing
effectiveness. What it does is more important
than what it looks like!
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Bored? Lets have some controversy!

• Controversy Board
• Nursing Careers Show
• Day before general election
• National media interest
• Photo-opportunity
• Interactive
• Setting the agenda

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The Underwater Wedding Blessing - The Dive Show
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?
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?
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The RoLling Stones
The beatles
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monopoly
Scrabble
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Superman
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BATMAN
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STAr wars
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STAr trek
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b.u.d.d.I.e.s
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f.r.i.e.n.d.s
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What are your brand values?

• 3 Key words/ qualities
• Which celebrity?
• Which drink?
• Which animal?
• Which colour?
• Film/ TV show?

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In Summary

• Exhibitions live marketing
• Clients value engagement in the live environment
• Your contribution to the process has to produce
  measurable results
• Think engagement, think creativity, think
  partnership
• Ignore any other rules