Visitor Motivation 1,2,3

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Visitor Motivation1,2,3

• Why visitors
• NEED
• to attend your shows

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Motivationincentive / reason
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Established Finding

• QuestionWhat are you here for today? (what
  motivates you?)
• 80 say
• to see new things, find new ideas, get
  inspiration

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What really, really motivates them?
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We dont see things as they are, we see them as
we are Anais Nin
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They dont see your world, they only see their
own world
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Competition
Reduced margins Profits squeezed
Reduction activity
Expansion activity
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FEAR Motivator 1
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FEAR
Resist change
Embrace change
Innovation Adaptation Change
If I work harder, if I do what Im doing more
itll all get better
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Hows Business?
40 growing 40 static 20 decline
Finding from study conducted amongst 250
businesses by telephone and email by Farrugia Leo
in 2003
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Hows Business?
81 growing 16 static 3 in decline
A study conducted by Farrugia Leo amongst 250
businesses at a trade show 2004
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Successful businesses are run by can do
people who read markets and create opportunities
Optimists go to showsPessimists stay away
working harder, not smarter
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Level 1 Trade Fairs ensure they offer the
latest in the market the quirky, the unusual, in
new and interesting formats. They bullet proof
visitors against recessions and downturns
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Motivator 2 Abraham Maslows Hierarchy of
Needs 1954 One mans attempt to make sense of
human motivation The idea that we must fulfil
each stage of development in order to move onto
the next stage The idea that we are motivated in
a series of stages
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Stages

• 1 Physiological food / drink
• 2 Safety
• 3 Belongingness
• 4 Esteem
• 5 Cognitive
• 6 Aesthetic
• 7 Self-actualisation

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Level 2 Trade Fairs understand the role they play
in healthy, dynamic markets as well as harnessing
the psychological human drivers
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Society is moving through this hierarchy and so
are. Brands using inspiring statements Honda
The Power of Dreams HP invent Sony you make
it a Sony Siemens be inspired
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Deeper Customer Connections
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Xerox Anne Mulcahy is the CEO tasked with turning
Xerox around drupa is the Olympics of the
print world. It is critical for Xerox to have a
strong presence at this event and others like it.
Our senior management attends to communicate the
strategic importance of our high-end business,
interact with customers and influencers, and
signal our commitment to the industry Diane
McGarry chief marketing officer Xerox
Corporation
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Mass Media is failing
Post TV Era
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The thing that is keeping brand managers up at
night at the moment, and all the advertising
world with them is The scarcity of HUMAN
ATTENTION!!!!! The Henley Centre They cant get
it, they cant reach us
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Research into direct mail we conducted last year
shows adults are acting like children - Poor
concentration levels - Not reading - Bored
easily - Flit from thing to thing
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• Mass marketing is treating us like children
  because we cant handle the information overload
• - Shouting
• - Bribing
• - Bright colours
• Simple words
• Large text
• Telling us a story

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The Internet is suffering mostly SPAM Privacy
laws are getting tighter and tighter PERMISSION
MARKETING I dont see anyone without a personal
recommendation it is extremely difficult to
sell to me I have voice mail, a personal
assistant. I have to, too many people are trying
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ATTENTION Each visitor you motivate to attend
gives 4 6 hours of their attention With
PERMISSION Likely to be can do people who are
opinion leaders A show delivering 5000 visitors
is equivalent to 2.4m advertising 30sec slots!!
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Motivator 3 Who do you listen to when you are
afraid?
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The latest media channel is Word of Mouth At
some shows Word of Mouth SIGNIFICANTLY motivates
half the audience to attend it cuts
through Some people give better Word of Mouth
than others they are highly connected to a
large number of people Brands want to reach
these people and connect deeply to create more
Word of Mouth
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• Level 3 Trade Fairs
• innovative
• satisfy human needs
• connect communities

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Level 3 Trade Fairs work hardest to offer the
greatest alternative to our biggest fear
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FEAR OF ISOLATION
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Forget virtual communities You bring together
real communities, full of opinion leaders, who
have given permission to be engaged, to be
informed, to be involved and to be connected.
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Event organisers can make a difference. I read a
story which interested me A man walked the beach
thinking of ways he could make a difference, but
he couldnt think of one he noticed an old woman
throwing starfish back into the sea. She was
surrounded by starfish, there were millions, and
the surf was bringing more all the time. He asked
her what she was doing, she replied she had
always wanted to make a difference and had
decided that today was a good day to begin. For
every starfish you throw back three more wash up
on the shore, the man said. How can you
possibly be making a difference?. She looked at
the man and threw back another starfish and said
made a difference to that one. Every person
you encourage to come to your event either to
exhibit, to speak, to visit, to sponsor is
helping them reconnect to their market to
generate wealth, community and wellbeing.
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