UP
to achieve that. We went in thinking: the
Birmingham NEC is a big stage, we have
to go big or go home.”
In closing, Haroon had some advice on
the attitude which informs their approach.
“It’s a little too early to reveal what we’ve
got planned on the road to the May Expo,
but I will say, just keep watching us,
we never go anywhere without a lot of
exciting things planned. The biggest thing
for us remains the personal experience of
our visitors. We’ve got everyone smiling
and laughing, having a good time, telling
us they love our liquid, our stands, our
brand. They love the dinner ladies, the
bags, the snapbacks. When we see a
customer smile, we remember that that is
why we do what we do. It isn’t all about
what’s happening on the surface, in terms
of presentation; none of that matters
unless your mission is to provide a good
memory for your visitor. It isn’t a single
product, it’s the effect you have as a
whole on the people who encounter your
business. We’re not just exhibiting, we’re
here to sell an experience. Every time
someone leaves your stand, make sure
they realise how much they matter.”
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