Why do we attend and exhibit at shows and events?

Events

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Marketing

In our latest blog, we reflect on the latest industry tradeshows Mobile Mini has been part of in 2022 and share why in a post-pandemic environment, attending and exhibiting at events remains an essential part of our networking and communications strategy.

 

The Safety Health and Environment Show North East, St James Park, Newcastle

Many businesses take the health and wellbeing of staff seriously but committing to raising awareness and the importance of safety means more than looking within. That is why Mobile Mini was recently the headline sponsor at The SHE Show, an annual exhibition and conference for safety personnel in the construction sector, held at St James Park, the home of Newcastle United FC. This year’s prestigious conference focused on key areas that align with our own ethos: people, behaviour and culture. Topics of discussion at the event included Adversity and Resilience, Mental Health and Wellbeing, Behaviour and Culture Change, Climate Change and Sustainability, Inspirational Leadership, Legal Advice and Updates.

As well as sponsoring the event, we exhibited on a vibrant stand and even provided an office container for delegates to view and explore outside the front of the stadium. We networked with many safety-conscious peers and partners, exploring ways that we could work together and sharing our findings from best-practice advice and experiences. This included how we have achieved an enviable two-year record without a reportable incident. Being a targeted event towards specifically safety personnel, common ground was easily found amongst all exhibitors and attendees, which facilitated great discussions and thoughtful conversations throughout.

Both Mobile Mini and The SHE Show are proud supporters of The Lighthouse Construction Industry Charity, who were also this year’s Event Charity Partner. The Lighthouse Charity provides emotional, physical and financial well-being support to employees and families of those in the construction community. As part of its ongoing commitment to better assist employees with any mental health or wellbeing challenges they may face, Mobile Mini works in conjunction with the charity to provide a 24/7 helpline, offering a range of free and confidential support services, as well as access to expert guidance on a wide variety of welfare issues involving stress, anxiety and depression. It is wonderful to see the charity exhibiting at these events and starting up important conversations that will benefit our people and all others that we engage with across construction.

 

The Offsite Show, London Excel

UK Construction Week is the UK’s largest built environment event and took place in London this May, including the Offsite Show at the famous ExCeL venue. As the largest event dedicated to knowledge sharing, problem-solving and product sourcing, it is regarded as a key date in the calendar to discover, develop, discuss and do business whilst considering how the industry builds for the future.

The event welcomes over 4,000 visitors with a vested interest in using offsite solutions as well as attendees from the co-located Construction Week Summits and Grand Designs Live. This results in over 38,000 members of the public attending on average, which not only includes core offsite companies and end-users, but new potential contacts in several fields of construction.

We were delighted that a significant number of visitors sought out the Mobile Mini stand and arrived with the intention of finding us. We were located close to the Grand Designs area which was fantastic for visibility and ensured we were able to spark conversations and network with all types of personnel, from smaller independent house builders to national and international scale developers. We were also pleased to hear many speakers at the event highlighting collaborative and resolution focused mindsets, which fit well with our own philosophies and ethos. Much like the SHE Show, our employees enjoyed the chance to walk around and engage with other stands as well as visitors, including Head of Accounts, Stevie Dee, who you may have seen receiving a massage at the wellbeing suite – all in the name of donating to charity of course!

 

So, why do we still invest in events like these?

Mobile Mini UK has an enviable and long-standing reputation for high-quality industry performance. Those that know us already rate us highly, but our client list is incredibly diverse from construction and facilities management specialists to event providers, healthcare sites and education establishments.  Pre-existing understanding of our capabilities and values cannot always be expected amongst new customers, until we begin to have conversations and showcase to them our achievements and successes.

The exhibition and conference industries were largely put on hold during the height of the coronavirus pandemic and adapted in the months that followed into online and virtual events. Some considered that we may never return to the days of large-scale physical events again. Whilst virtual events were beneficial and allowed for reduced travel and time, the ability to speak openly and candidly with peers and partners face to face is hard to replicate. One on one conversations about best-practice, success, failures, approaches and results are much more easily facilitated and natural in person.

Events provide a personal touch from company to customer, which is a key aspect of our committed offering to the public. They still represent a chance to speak to people who at other times may be busy with other needs, but for a small window of time, are present in one place and engaged in the prospect of business discussions. We have been thrilled to see the return to events gather momentum and the latest shows we have attended and exhibited at have been very well attended, with high footfalls of relevant attendees to match significant volumes of exhibitors.

 

Consolidated communications

The SHE Show and Offsite Show were also the first two physical events that were managed by the Mobile Mini UK Marketing department, which were formed just prior to the restrictions and lockdowns of COVID-19. From an internal perspective, these events also represent an opportunity to bring teams together as our stands feature representatives from across the business who day-to-day may not always interact with their colleagues focused on different areas of our business. Presence from Sales, Marketing, People & Development and even Branch Managers is expected to ensure visitors can speak to a relevant expert, whatever their line of inquiry.

The Mobile Mini UK Marketing team is led by Sunil Achtar, and supported by Grace Gibbin and Sophie Gardner. On the success of these recent events, Sunil said, “It has been an impressive year with much to celebrate and there is unquestionably even better news to come regarding our presence at industry shows and events. Investing time and efforts in events is unquestionably tiring and challenging but is absolutely worth it when we reflect on the fantastic networking that has taken place, the brilliant social media engagement we have received and the volume of leads and connections we have made.

“We are excited for what comes next and also seeing some of the case studies and outcomes that arise from business born out of these shows. My thanks to my Marketing colleagues for all their hard work and also to all of the Mobile Mini UK employees who offered their time to be present on our stands, offering visitors the benefit of their knowledge and expertise.”

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