Jasmine, Author at Hytner

5 Must See Art Exhibitions of 2017


As we enter this bright new year, we look forward to not only creating some great exhibitions for trade shows but also attending some art exhibitions, and if you’re an art enthusiast, this year you won’t be disappointed with what’s in the pipeline. But why visit an art exhibition? Well they can be a great source of inspiration no matter what industry you’re in or simply a way to keep yourself busy on the weekends.

It all begins in February with…

David Hockney at Tate Britain

February 9th – May 29th

After a stunning his stunning exhibition of landscapes at the Royal Academy and the unique portraits last year. This year David Hockney goes to Tate Britain for one of the greatest retrospective exhibitions Tate Britain has ever planned for a living artists.

Richard Mosse at Barbican, Curve Gallery

February 15th – April 23rd

Mosse first made his name at the Venice Biennale in 2013, since then he’s taken the art world by storm. His brilliant pink hued film Enclave captured the hearts and minds of many and now he’s bringing that experience back to one of our favourite art spaces; the Curve at Barbican.

Eduardo Paolozzi at Whitechapel Gallery

February 16th – May 14th

Palozzi has London in the palm of his hands, from the mosaics at Tottenham Court Road to the Newton sculpture outside the British Library and the prone head outside Design Museum – one thing is certain he’s left his mark all over the capital. However, now you’ll be able to enjoy over 250 pieces spanning over five decades under one roof.

Michelangelo & Sebastiano at The National Gallery

March 15th – June 25th

What do you get when you combine one of the Renaissance’s true greats with another Old Master? A sensational exhibition where you’ll be able to explore the relationship between these two great artists, how they worked together and how it helped both artists develop their own styles.

Grayson Perry at Serpentine Gallery

June 8th – September 10th

One of the most astute commentators on contemporary society and culture, a ceramic artist turned author and now TV presenter – Perry has become a household name. So this will be his opportunity to remind us that he is still an artist first and foremost.

So there you have it, the top five exhibitions you cannot miss this year. Yes, at Hytner we love building and designing trade show exhibitions, but art exhibitions can be a great source of inspiration. There’s nothing quite like a good art exhibition to tingle our creative juices and help us stay on top of our game.

The Three Most Important Metrics for Measuring Your Trade Show ROI


Was it all worthwhile? Find out how these three metrics can determine the success of your trade show presence

Now that you’ve put the work in, designed your stand, attended the show, and slogged over gathering those all-important leads. How do you determine whether or not it was all worthwhile? With trade shows, the results are not always instantaneous as you can only begin to see a return on your investment in the long-term.

However, there are important metrics that you can use to determine whether your trade show presence was successful or not. All of this can be achieved with three simple steps…

1. Direct Traffic & Organic Search

Part of having a successful trade show presence is making sure you generate brand awareness. One effective way to measure this metric is to look at the direct and organic traffic to your website – for example, Google Analytics is a great tool that you can use do this.

Direct Traffic measures how many people type in your company’s URL into a web browser. Organic traffic consists of visitors who found you within a search engine naturally – without any paid advertising. A trade show should positively impact on both categories as the more visitors you receive directly to your website the higher you will list in organic rankings within search engines.

Track the landing pages to which you send your visitors as well as the calls-to-action. You should do this before and after you promote and attend the show, then compare the two and see if there is a significant difference. This will help you decipher whether or not your promotions that directed to that specific landing page were successful.

Quick recap:

  • Create a landing page to send your visitors to
  • See how many visitors you have on the landing page pre and post-event
  • Calculate percentage changes and determine any significant differences

2. Measuring Social Media Reach

Measure whether or not the trade show helped you meet your social media goals. Have you noticed an increase in the number of followers you have? After the trade show, take a look at which channels were the most successful. See if there was a noticeable spike in Twitter followers, Facebook likes and members of your company’s LinkedIn page.

Has engaging with prospects through social media during the trade show driven more visitors to your website? There’s a plethora of social media intelligence tools which you can use to track these analytics.

You can track which channels were more successful, which is important when you’re figuring out your next steps and the most cost effective places to invest your efforts.

Quick Recap:

  • Track traffic on social media before and after the show
  • Utilise social media intelligence tools
  • Identify the most successful channels and invest your efforts

3. Converted Leads

Once you’ve gathered those all-important leads at the trade show you must focus your efforts on finding out how many of them converted and became customers. This will give you a clearer idea of how effective your staff manning the stand and landing pages were.

One method you can use to determine this is by looking at the journey of the trade show registrants and track their evolution from registrant into customer – for this you’ll need to implement closed-loop marketing.

You can take a look at the list of people who originally came to your landing page and filled out your form, then track how many of those leads ended up buying your product or service. This will give you a clearer picture of your trade show’s ROI.

Quick Recap:

  • Keep track of the number of customers you convert that originated as leads from the trade show
  • Measure the revenue you generated with those customers

Keeping that in mind…

Although your initial investment in the trade show may be rather sizeable, the long-term benefits outweigh the costs by driving more business to your company – this is why they still remain a popular marketing tool.  By using these three key metrics to calculate your trade show ROI you can generate quantitative proof that attending the trade show was worth the investment.

5 Reasons Why You Should Exhibit


In today’s digital world when it comes to ROI no other form of sales and marketing compares to the face-to-face element of an exhibition show.

Up until  now, we’ve given you countless hints and tips on how to plan and manage your exhibition. But, what we haven’t done, is given you the reasons why you should exhibit at one in the first place. Which is why, this week we thought it a good idea to give you 5 simple reasons why you should exhibit in the first place

From visibility to credibility, attending an exhibition/trade show can help you establish your presence within your industry. It’s the perfect opportunity to network with other businesses, but most importantly, you can use it to reach out to new and existing clientèle and build a more established brand.

As a result of the digital revolution, people are now bombarded with messages of all types. Now more than ever – it takes a special kind of message to stand out from the crowd, and attending an exhibition adds a personal touch to your marketing that just can’t be achieved online!

1. Sales

The main reason companies love-attending exhibitions, is because of the major economic benefits it can produce. Depending on your product or service, an exhibition/trade show can be a highly effective tool to obtain immediate conversions from keen impulse buyers, especially if you have enticing promotional offers.

2. Strengthen Your Brand

Branding is fundamental to your company’s survival. This is particularly true for small startup companies. Being in a room full of established businesses helps to create a powerful psychological image that will help visitors see you as a more established brand.

Also, we can all agree how wonderfully convenient and efficient electronic communication is, but face-to-face is always more powerful. Why? Because it’s personal. In a world filled with technology, you’re more likely to receive a response from a handshake and a brief business conversation than a cold and generic promotional email.

3. Keep up With Your Industry

New products, services, technologies and competitors! All under one roof. It’s important to keep up with your competitors and the industry in general to see what is new out there.Though you don’t have to exhibit to learn about what’s new in your industry, why waste the valuable opportunity to see how your competitors are really looking ?

4. Presence

Your absence could give the impression that your company is disengaged from the industry. You’ll be giving competitors the upper hand by losing the opportunity to affect perceptions. So show up, and let everyone know you’re still in the game.

5. Grow Your Marketing Database

Data is of unquestionable value to a business. Exhibition/trade shows are the perfect opportunity to network and scope out potential clients. You can expect to gain 40-50 qualified leads in a matter of hours – a rate not possible through any telecommunication method.

The data collected from both qualified and unqualified leads, gives your team the necessary resources for future marketing material.

Are you ready to start exploring the benefits that exhibiting can bring to your business?

A lot of businesses are put off by exhibitions because of the cost involved. Between stand builds and space costs to training staff and travel arrangements, it’s a costly process. However, like any other form of marketing, with the right strategy, an exhibition can be very profitable.

If you were unsure before, we hope this has convinced you of the immense benefits exhibitions can bring to your business. Yes, it’s an investment, which has it risks, but with careful planning, targeted marketing and lots of networking, you will inevitably see a long-term return on your investment.