Middle East: Pico International: brand activation explained
Raoul D’Souza, General Manager, Exhibitions – Special Design Team, discusses optimum branding for conferences and exhibitions.
What are the key services you supply to the exhibition sector?
Raoul D’Souza: At Pico, we consider ourselves as a total brand activation company, providing 360-degree, end-to-end turn-key solutions. This includes fullrange consultancy and full-scale project management and services for professional exhibition organisers (PEOs) and professional conference organisers (PCOs). Our active portfolio includes clients such as, Saudi Aramco, Emaar, Tecom, Panasonic, Paramount Hotels, Schneider Electric and Turkey Tourism to name a few.
What has been the single biggest challenge in your sector since you started the company?
RDS: Having such a diverse portfolio of services, each project we undertake poses very different kinds of challenges. It’s not just about staying ahead of the market trends with industry innovations. We are all about delivering top-value and quality project management and development.
What are the key elements that can help exhibitors stand out at a large exhibition?
RDS: The key elements are a combination of a lot of different things, such as design, ergonomics, technology, a good storytelling platform and evoking an air of curiosity. It largely depends on the exhibitors’ objectives and the kind of experiences they would like their audiences to have.
Pico strives to tell each brand’s story with sincerity and clarity. We try to make it engaging and our goal is to leave a lasting impression at the same time.
What are some of the mistakes that top exhibitors often make?
RDS: A fundamental mistake that exhibitors make is attempting to show and say too many things at the same time. This can lead to clutter and information overload, which can be overwhelming and sometimes off-putting for the target audience.
We use a collaborative approach in which we advise our clients on what we believe will be a more appropriate plan of attack to target their numbers and audiences. As a specialist in this field, we consider it one of our tasks to advise our clients on what mistakes to avoid.