An Interview with Ben Feltham, Managing Director of Exposure Group.

An Interview with Ben Feltham, Managing Director of Exposure Group.

Exposure Group have been announced as Finalists of World Exhibition Stand Awards 2022.

Ben Feltham

 

1) How much does it mean to you, to be a World Exhibition Stand Awards 2022 Finalist?

As our first year submitting some of our work for consideration, it is great to have been shortlisted as a finalist already. Our industry has been through some challenging times over the last few years and it is just fantastic to be back doing what we do best, day in and day out, thriving not surviving. The recognition will also mean a lot to our dedicated team that work tirelessly to bring our clients’ visions to life.

2) What experiences have your team overcome in the past year to successfully deliver for your clients?

Well, for starters a complete shutdown of the business events industry almost globally for a period of around 18 months. When we did see life start to be breathed back into our industry we had to contend with International borders being closed. Domestically, sudden lockdowns and repeated State border closures conspired to weaken confidence to plan events, exhibitions, activations.

But with challenges and a changing business environment also comes new opportunities. Sometimes these opportunities have been serendipitous, falling into our lap at the exact right moment, other times we have created opportunities where previously there were none. What is for certain now is that we are wiser, more resilient and better prepared for the next challenge that presents itself.

3) What are clients currently asking for in stand and experience design?

One area we were already a market leader in which was further accelerated by the COVID era was that if challenges existed to book venues and deal with capacity limits and onerous check-in requirements, how could brands take their message outdoors and on the road. Whilst the important public safety restrictions are now all but gone, we do not see this trend slowing down. Brands sometimes want to think outside the box of a stand at a show and are looking to take their message directly to their market in new novel locations and settings.

4) What future changes do you anticipate happening in the exhibition industry over the next two years?

Whilst the world is coming out of one crisis that deeply affected our industry and caused disruptions that are not yet fully resolved, there are new challenges taking shape now that will continue to disrupt and shape how we do things. Energy shortages will impact supply chains and continue to create global shortages. Shortages will drive prices up and changes to the affordability of the exhibition industry will drive how brands make their decisions to present themselves and communicate their message. From the number of events they attend, to how much spend is allocated to the endeavours. I see technology playing an ever more important role in communication as it already does, but also to provide big data to count, measure and track ROI across the exhibition industry. Sustainability will continue to drive more decisions. More efficiency, less waste, more recycling, more upcycling, more reusability, less spend, less travel are all going to be important factors in how our industry operates. All these considerations will create new innovations that will make us look back on how we used to do things and question why we didn’t evolve sooner!