Pieter Idenburg welcoming exhibitors in London, Abu Dhabi, and Singapore

Pieter is a Chief Visionary. Fast paced, always switched on, and never shy to voice his opinion. The tall Dutchman welcomed exhibitors to his venues in London, Abu Dhabi, and Singapore. 

Globetrotter with a Guitar

When he was 19 years old, Pieter thought Holland was too small. So he packed his bags and his guitar and bought a ticket to San Francisco. He never settled ever since.

Professional exhibition host

Pieter managed, redesigned, and transformed some of the largest exhibition venues in the world. Yet, he never believed in hardware. Pieter is a people-driven person with a passion for design.


Follow Pieter on Twitter or LinkedIn.



Pieter Idenburg ADNEC Group CEO

Why some exhibition giveaways go viral

Most exhibitors spend 90% of their time thinking about giveaways. Don’t make the same mistake.


Instead, the most successful exhibitors spend only 10% on giveaways and 90% on creating the right lead magnets. Nevertheless, in this post we will focus on giveaways.

Click on the picture above and have a look at the grandma’s giveaway bag 🙂 What do you think? This picture was taken at ITB Berlin – The world’s leading travel trade show.

Right target group?

Well, it is certainly the wrong target group (the grandma was not LGBT, she told me). However, she became a free advertiser for of the LGBT exhibitors. And the LGBT community loved it! But the grandma was not a free ambassador. She could not have given further information about the product as she was totally unaware. That is too bad!

Perfect giveaway?

Despite the grandma not being the target group, this is well designed giveaway. Bags are always a hot item at trade shows (despite the ‘digital age’). The message is clear and yet subtle: there are no images or rainbow flags. Yet, the target group immediately recognizes it. Most important: it says ‘HALL 12’. So interested visitors know where to find them.

At EXMC, we dedicate an entire chapter on giveaways and lead magnets. Learn more about how to attract the right visitors and how to turn them into buyers.

How to triple your exhibition booth size and save money

“Mr. Gorbashow, tear down these trade show booth walls”, Arun Madhok

Arun Madhok CEO Suntec Singapore

History repeats itself

Ronald Reagan’s speech in 1987 about the Berlin wall is probably more famous. But Arun Madhok’s idea is very similar. Exhibition walls create barriers. They limit free flow of ideas and people.

Learning from ancient markets

In fact, not even weekend markets in India have competitors separated by walls. So why would we do this at exhibitions? Arun’s idea is simple: “Mr. Gorbashow (not to be mistaken with Mr. Gorbachev), tear down these trade show booth walls.”

Organize a pavilion

Imagine 4 exhibitions booths. Each booth is 9sqm. Each booth has white shell scheme walls. They all look the same.

Now imagine a pavilion with 36sqm and a large signboard on top. The pavilion has 4 separate counters, a storage area, a little reception desk, and even a little catering area. Overall, all 4 exhibitors have a much more powerful booth. And yet they save money compared to individual 9sqm booths.

Learn form Arun

How is that possible? How can I find co-exhibitors? Who should I co-exhibit with and who not? Arun shares his experience in the exhibitor master class.