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01/11/2018 By : Louise Honan

Maximise return on exhibition spend with OTT


Across the travel industry, agents, destinations and suppliers are gearing up for World Travel Market (WTM) which takes place next week from November 5-7. The event will see 5,000 exhibitors and more than 36,000 visitors gather at ExCeL London for the leading global event for the travel industry.

Our team will be walking the halls, meeting contacts old and new and explaining how OTT can help you reach out to a community of more than 165,000 agents. This year, our roving reporter team will also be recording the action and finding out more about the different partners and companies working within the travel sector through a series of video interviews.

Events like WTM help to build a sense of community, combining online elements with face-to-face interaction. This is something we also believe in at OTT and we do this through organising our own events and helping our partners reach the right agents to invite to theirs.

 There’s no doubt that exhibitions are a big financial undertaking with stand builds, staffing, time out of the office, hospitality, printing and giveaways all racking up the costs. But time spent in the company of the right audience, all in the same place, is a truly valuable thing and it can pay dividends in terms of retaining and developing your network and generating new leads.

But the impact of exhibition attendance shouldn’t just be measured in terms of an immediate impact on the bottom line. Let’s not forget the intangibles such as putting names to faces, promoting your brand to a wider, industry-focused audience and getting a chance to speak with your network face to face. And while they may be hard work, exhibitions can also be great fun!

In an article in Exhibition News magazine, David Chalmers of event planning software platform Cvent, wrote that a third of planners  had no idea about the return on investment on the events they organise.

But he also added that there were plenty of measures planners and exhibitors can take to ensure they don’t fall into what Chalmers calls the “black hole of unanswered questions” and “not be able to justify return on investment.”

Organisers are already under great scrutiny and pressure when it comes to proving the value of the events they run, but Chalmers adds: “When organised and executed in the right way, [events] can not only build the profile of the company but also generate significant business leads.”

OTT can help you to maximise your return on exhibition investment and ensure your investment pays for itself longer than the duration of the three-day event. As the world’s leading online training and marketing platform for the travel and tourism industry, we can help your business to reach beyond the exhibition halls to 165,000 travel professionals worldwide.

Using our GDPR compliant marketing platform, you can let visitors know what’s happening on your stand with a pre-WTM eshot. Drive even more visits by adding a competition prize or giveaway and dedicated landing page. You can also use OTT to create WTM-themed marketing initiatives which reach both attending travel professionals and, equally as important, those who are unable to visit the show in person.

You can also take a tip from our partner Rotana. To make it easier for travel professionals to learn more about their brands and products, the Middle East- based hotel brand creates specially produced business cards with details of their OTT course which they give out to visitors on their stand. 

Give OTT a ring today to find out more on how you can make your WTM activities last longer throughout the year.

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