Mark Hutchinson

speaker

196 appearances 1 recordings 1 series first heard Jun 2026 last heard 25 Jun

Mark Hutchinson’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 1 in all, peaking in Jun 2026 with 1.

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Event Industry News Podcast · Beyond the Gimmick How INCEPTION Turns Events into Measurable Revenue · 25 Jun 2026 podcast

And you do need to be doing that because the sales cycle on some of the brands and businesses that we deal with can be up to six or twelve months.

So you've got to be constantly looking at it and justifying the the investment.

No, definitely not.

That's why we come up with um activations or the way in which we designed the the space to make sure that it's qualifying the people that approach ultimately.

So is it someone that's just there to get

you know, freebies or to get a free coffee.

Um, yes, they can do that, certainly, and that the brand can still look after that sort of person, but really we need to be creating the space to qualify them so that if they are having more of a serious conversation, there is a space to go for that, to have a demo or have a one-to-one conversation rather than being any old uh person that's approaching the booth.

Yeah, no, it's a good question.

So we we can use sensors we have done on big larger environments.

Yeah, yeah, yeah.

We've done that to look at heat mapping and dwell time.

Um we do that predominantly to make sure the flow is correct.

So people uh around demos, etc., making sure that um yeah, the way in which we're we're looking at at the

floor plan and space itself on a on a trade show or a consumer event, we we really want to get that insight to understand the flow and how people are interacting with the space and learn from that.

Um and ultimately you get a metric off the back of that where you can give someone dwell time and then ultimately that should link in with your next metric, which could be interactivity or a brand experience or a demo.

I mean ultimately that comes down to experience as well.

So it's working with a team and our team are really experienced with how people do interact with spaces.

And I think that's something that's undervalued sometimes is

Thinking about

thinking about the multiple different touch points where sightlines and how different um brand messaging and also the brand itself is being um is is being presented, but also how people would interact with the space as they walk into it.

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