The Digital Age of Analogue Connections
Digital contacts are data – personal encounters are relationships
Why do wo still put up with the travel and the long hours at trade fairs and networking events? Working in exhibition and sponsoring at CPO Hanser, involves attend events with a very specific goal: to find new partners, exhibitors, and sponsors. Of course, it is easier to stay behind a desk and scroll through event apps endlessly. But this is only an masquerade of efficiency. An app simply can’t tell you if a company is a truly good fit for a specific congress and its participants.
The digital age has redefined the idea of quality over quantity. We are selling apps and websites that can provide both quality and quantity. However, at CPO we have found that conducting our own research as opposed to time wasted quick hits on an app rarely evolve into anything more than low -quality exhibitor relationships.
When you are at events in person you get the real answers to the questions you pose, not what the brand publishes online:
The CPO modus operandi when scouting new partners, exhibitors, and sponsors:
- Experience the booths in person and understand the people and ideas behind a brand name.
- Offer honest advice based on the target audience.
- Numerically define “What are you trying to achieve with your presence?”
With over 40 years of equity in the event industry, we have found this to be the best way we can create a placement that showcases an exhibitor perfectly and ensures the participation really pays off for everyone involved.
Being CPO does not make us invincible, to make sure we are still going strong after many hours at events our survival kit includes the following: a few analogue helpers like pens, since one always seems to stop working, and Post-its for quick notes on the floor plan.
Then there are lifesavers: sage bon bons and a light scarf, because no algorithm can protect you from the drafts in large halls or a raspy voice. But the most important things are actually paperclips and a healthy dose of genuine curiosity. Those who listen and truly understand are the ones who build real partnerships.
There is a special kind of validation when an initial meeting turns into a long-term collaboration, and we see our exhibitors again during the setup in the hall. When they tell us at the end that it was a great experience and they’ll definitely be back, we know that no algorithm in the world can replace a personal handshake.