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Is Geo-Cloning the future for Exhibitions?

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What is Geo-Cloning? Geo-Cloning is the concept of taking well-established exhibition and event brands to other locations around the world. The key benefit is that there is simply less commercial risk taking a well established brand into new markets – and Exhibition News have been keen to discuss this in their roundtable events

 

What does it mean for exhibition designers/builders and installers? For companies like ourselves, Geo-Cloning can be both a threat in that, whilst we pride ourselves on client retention, we simply cannot compete in distant markets due to labour and transport costs – and an opportunity in that we are evolving into a brand guardian for our clients by partnering with build and installation companies in other territories.

 

Evidence of this can be borne out as our digital transformation programme (led by the digital team at our sister company, Luga Baruga). This programme has provided us with many new international customers (Georgia, Israel, Italy etc. based – to name but a few) who are exhibiting in the UK (ICE, Excel London, Farnborough Air Show etc.) – and, thanks to experience and great work by the Account Management and Project Management teams, we are exploring how we can support these new clients in alternate territories like Germany, Holland, Italy and USA etc.) as they follow the exhibition tour around the globe. Geo-Cloning is only going help businesses like ours if we get really get to grips with a brand and can into the brand


Business Development and Marketing Director, Ken Walters, commented, “whilst my first exposure to branding was with Wolff Olins and the brand separation of Vauxhall and Opel in the UK, it was a few years before I was able to lead on a global branding project”. Ken continues, “Still in automotive, I created a workshop for key brand stakeholders from around the globe to present their territories best practices. The output was a group of individuals who had ownership of global brand guidelines for a global brand that was a consolidation of their best work. Along with a team with over two hundred years of combined experience, the opportunity to be the brand guardian in activation – exhibitions, roadshows and events – for our clients is very real!”.

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