In the Collins English Dictionary the word exhibition is defined as ‘a public display of art, skills’, or ‘the act of exhibiting or the state of being exhibited’.
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However the act of exhibitionism is described as ‘a desire to expose one’s genitals publically’. Let me go on record as not endorsing this kind of showmanship.
Looking back at the definition, exhibitions are all about attracting people to see and experience a variety of things that may enrich their lives, business or simply be a feast to their eyes. Their popularity has meant that a plethora of exhibitions are taking place on any given day worldwide. Type the word exhibitions into an internet search engine and it will come up with a staggering number of results. This goes to show how successful such events are, but before we investigate how to get the most out of them as an attendee, let’s take a short trip back in history.
A mere twinkle
Back in 1851 – even before Mortgage Business Expo was a twinkle in Clarions’ eye – Great Britain was arguably the leader of the industrial revolution. To highlight this and showcase the superiority of Great Britain to the rest of the world the Great Exhibition was conceived. Trumpeted by Prince Albert, the Great Exhibition was held at Hyde Park in London in the specifically constructed Crystal Palace. Over 13,000 exhibits were displayed and viewed by over 6,200,000 visitors to the exhibition. The millions of visitors that journeyed to the Great Exhibition marvelled at the industrial revolution that was propelling Britain into being the greatest power of the time.
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This ‘bigger and better’ building was divided into a series of courts depicting the history of art and architecture from ancient Egypt through the Renaissance, as well as exhibits from industry and the natural world. Major concerts were held in the Palace’s huge arched Centre Transept, which also contained the world’s largest organ. The Centre Transept also housed a circus and was the scene of daring feats by world famous acts such as the tightrope walker Blondin. National exhibitions were also staged within its glass and iron walls, including the world’s first aeronautical exhibition – held in 1868 – and the first national motor show, plus cat shows, dog shows, pigeon shows, honey, flower and other shows.
The thinking in the 19th century was all about showcasing accomplishments and building on the perception that Great Britain was industrially, military and economically superior to the rest of the world. This has evolved into events displaying business propositions via specific trade shows in a multitude of areas.
Realising wants and needs
Exhibitions are all about realising the wants and needs of the exhibitors and the attendees. It is a balancing act that event organisers need to address in order for the success of each and every individual show. It is important to create a stimulating environment in which to do business and network with current and potential future sources of business.
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The London Mortgage Business Expo has now been up and running for four years. This month sees the fourth time that we have put on a show in Manchester. This, along with the Financial Services Scotland exhibition in Glasgow, has given us the opportunity to branch out from London and bring the event to the North so that Northern-based providers, packagers and intermediaries can all benefit.
Evolution is a major part of any business and organising an event is no different. Just because a formula has proved popular doesn’t mean that the model doesn’t constantly need evaluating in order to get the best out of it.
The Manchester Expo sees the introduction of an International Property Investment Pavilion. In 2006, Britons spent nearly £20 billion on overseas property, according to research done by the Association of International Property Professionals. This, and the fact that record numbers of Britons are relocating overseas means there has never been a better time for brokers to learn more about the opportunities in international markets, build their business in a secure way, help clients fulfil their dream of owning a home overseas and earn referrals.
It also sees the introduction of an equity release programme to enable brokers who may be thinking of venturing into the market to discover more about how to present the proposition and gives the opportunity to ask a multitude of questions to genuine experts in the field.
A full day, or even a morning spent out of the office can represent a substantial amount of time out of your daily routine, so it is imperative that you make the best of your time at an exhibition. In Manchester we have over 130 exhibitors, including the major mortgage lenders, networks and clubs, packagers, technology and legal companies; this is a great opportunity to assess the latest products available to the broker and to meet companies face-to-face.
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Relationships are important in any environment and none more so than in the mortgage market. There is no denying the sociability of the industry and putting names to faces or catching up with contacts can prove to be time well spent.
Time is money
Speaking of time, this has become an increasingly valuable resource in the modern market. The emphasis on time and speed is all too evident when it comes to providers and their application processing. This fascination with speed forms a cornerstone of our daily life. Nevermore so has it been easier to see examples of the need for speed within our on-demand world. This craving for speed is also ingrained in our business psyche and it’s hard to find any developments that are not designed to add an element of speed to our lives and certainly our mortgage processing.
Most businesses now thrive on models that harness the power of technology to deliver competitive advantage or customer satisfaction. The nine-to-five of yesteryear has been firmly put to bed and clients no longer desire out of hour’s service, they demand it. The consequence is that technology is being lent upon to deliver time savings – is time really money after all?
We can all become too consumed with moving at 100mph however, so taking a step back to do some forward planning is a great way of making the best use of your time at the Expo.
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John Blaskey, from The Exhibiting Agency, advises on getting the most out of events such as Expo. He says: “Allocate a full day, don’t expect to bounce in and bounce out – you’ll miss a nugget. On arrival it pays to review the show guide and identify the must see stands. Don’t accept any handout literature. If an exhibitor is serious about talking to you they will engage you professionally and exchange cards with a view to a proper meeting later.
“Plan your day carefully. You’ll see and hear a great deal, but the real test of a prospective supplier’s enthusiasm to do business with you will come from the speed and professionalism of his follow-up process. So make a note of who you’d really like to hear from later.
Then ask yourselves what did you learn? Will you go again next time? Finally what was really the most useful giveaway?”
It is easy to wonder between stands, catch up with old faces, flit in and out of seminars and if that is what you’re looking for this environment offers the perfect opportunity. Yet taking a few moments to study who exactly are exhibiting and what subjects the seminars are covering will undoubtedly enhance your day.
A bit of preparation and research is key to targeting stands and seminars to enable you to use your valuable time effectively. Attendance is free but your time isn’t. Use it wisely.
