Intelligent software for planning trade fairs and events.

Digitalisation has firmly taken hold of our lives. Almost daily, we hear about new technologies. Many things are becoming more convenient, simpler, and better connected. But how useful are current and emerging technologies for trade fair construction? Should companies provide their employees with software through which they can design and book their exhibition stands?

Does this mean the end of direct customer contact with the exhibition construction company? Numerous studies have already shown that innovations in today’s world are advancing and improving at an ever-increasing pace. But in the process, is direct customer engagement being lost? Today, I don’t wish to discuss the costs of digital portal solutions. Instead, you will find an overview below of potential topics that concern users of such exhibition construction software. Additionally, I will weigh the advantages and disadvantages of an intelligent portal or cloud-based solution.
 

What is meant by intelligent planning software in trade fair construction?

I’d like to first give you a brief insight into what is meant by a software solution in the context of trade fair construction. A portal or cloud-based solution offers customers the ability to plan and order their exhibition stand, complete with all necessary components, online in 3D. It’s similar to the way large furniture retailers allow you to plan your kitchen using an online configurator. You can choose from a vast selection of trade fair equipment and customize your exhibition stand to your needs. Additionally, you can effortlessly plan, order, and manage your promotional materials.

This gives your company the opportunity to select high-quality furniture that complements your stand design. The digital portal solution is tailored to each customer and facilitates company-wide planning, execution, management, and analysis of live communication activities.

Modern software for trade fair planning or just a trendy solution for event marketing?

Is this truly innovative for an employee within a company, or is it just another set of knowledge they’ll need to acquire, which may ultimately prove not to be worthwhile? Without a doubt, portal solutions are straightforward, easy to use, and offer every company added value. However, employees must first familiarise themselves with the features of the online-based solution. This often raises questions:

How do I order my exhibition stand? Can I check which items the company has in storage? Initially, this means additional effort for every employee. Yet, if an employee is thoroughly trained and guided through the intelligent portal solution, it can yield many benefits. The employee saves considerable time, as they no longer have to wait for email correspondence—sometimes spanning several days—before placing an order and resolving all logistical details. This efficiency gives employees more time to focus on other tasks sooner. After all, doesn’t everyone crave new challenges, variety, and versatility?  

Advantages of Software for Event Marketing

As mentioned above, an intelligent and digital software solution provides numerous benefits for employees. One major advantage is the significant time savings offered by efficient event management software. Employees are no longer dependent on representatives from the exhibition construction company providing the software and can instead order their exhibition stand directly and without detours.

Additionally, it offers a shared database for both your company and the exhibition construction company, enabling every user to view which materials are available “in real time.” If desired, the system will immediately notify you when inventory levels fall below a certain threshold. This ensures stock is always monitored and frees up time for other activities. It fosters transparency and streamlines processes.

Every order can be tracked in real time, eliminating the need for lengthy procedures to manage orders, invoices, and credits. Some of these portal solutions also generate reports and usage statistics, helping you keep an eye on your inventory. You can instantly check which items are frequently ordered, giving you insights into whether a particular item is worth restocking or if it’s a “shelf warmer” that should be phased out.

Moreover, some software solutions allow you to select appropriate catering equipment for your exhibition stand. This means you won’t need to place a separate, cumbersome order with the event organiser. Furthermore, some providers offer a selection of different caterers, adding even more convenience.

Disadvantages of a Portal Solution for Event Marketing

Of course, even this wave of digitalisation doesn’t come without its drawbacks, and I’d like to highlight some of them for you: 

While the risk of errors with a portal solution is generally very low, it remains a software system, and failures or errors can still occur. To mitigate these, IT specialists are stationed at various points to help minimise software malfunctions. However, behind the software are human operators who may still make data entry errors. While such mistakes are rare, they cannot be entirely ruled out.

Various control measures, such as packing lists or dashboards, help to minimise these errors. Another challenge lies in the onboarding process for such a digital portal solution. While both exhibition construction employees and traditional marketing managers can eventually save time using the software, initial training and familiarisation with the system are required, which does take time. However, once the software is integrated and used over several years, the initial investment in training is likely to pay off over time.

Conclusion on Software for Your Trade Fair Planning

Overall, I believe that a portal or cloud-based solution is highly beneficial for any company looking to exhibit their stands at trade fairs. By optimising and streamlining processes, trade fair planning and execution become faster and more efficient. An intelligent software solution eliminates the need for phone calls, unnecessary email exchanges, and lengthy communication channels. Ultimately, this reduces the workload for employees, freeing them up for other important tasks within the company.