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Post International Confex 2015 Wrap Up

February 27, 2015 | Clare Farthing

FM8R9778There was an incredible buzz at this year’s International Confex, which took place 18-19 February at Olympia, London. I could almost hear the roar of enthusiasm from our sales team as they engaged with visitors on our stunning exhibition stand which was built around the theme, Drive Your Brand!

With so much to take in and the sheer number of exciting exhibitors and emerging new technologies in the event industry, I had to be ruthless in my show report and focus on three ideas that really caught my attention.

Here are my three key takeaways:


With a whole area dedicated to the world of emerging and innovative technologies it was hard to cut through all the noise, but one company which caught my attention was DoubleDutch. They presented a very cool event app which allows organizers to get to grips with attendee behavior and measured ROI, which should be on everyone’s agenda.

I couldn’t ignore the lure of The Technology Theatre and indulged in some serious “me time ” by attending seminars featuring educational updates on emerging technologies such as ibeacons, Google glass and other wearable technologies, holographics and projection mapping.

Digital and physical gamification proved a popular topic and sparked some light bulb moments about new ways we could use these techniques to generate quality leads.

Our digital driving game centred around the theme – Drive Your Brand – proved extremely popular, especially with millennials who we all know love a good deal and actively engage with new technologies – or perhaps it was the competition to win an Aston Martin driving experience that caught their eye?

This game was a great example of how companies should be using digital engagement tools to aid data capture and enhance lead generation at exhibitions. It also showcased our six best practice exhibiting tips which helped drive our message home!

Keeping it social

Companies like Glisser and Tweetwall Pro provide social sharing apps that allow full audience participation at an event. This technology can help a presenter or show organizer understand more about their audience and the type of information relevant to them.

A full Tweetwall was in operation throughout the two days at Confex, where interviews were streamed and tweets uploaded in real time. This type of social engagement was popular and relevant, keeping the audience engaged throughout the show. The information gathered provides important research which could be analysed during and post show. A great idea and one that I think we may want to explore further.

Multi-sensory experiences

Exhibitions provide a platform for companies to explore new ideas, such as how to integrate new experiences into their brand strategies. One company that caught my eye, Event Tree, presented a beautiful custom-built stand which quite frankly smelt like the Royal Botanic Gardens, Kew. I’m seeing more of this type of experiential marketing, brands looking beyond traditional physical and digital engagement tools, adopting a considered multi-sensory approach, helping to enhance and influence the way people experience brands, products and services.

Some of the technology at the show was truly amazing and I am looking foward to attending Marketing Week Live, April 29th – 30th and exploring these new technologies at the show, and in the coming months in more detail.