Isfahan Symphony of Empathy resonated with two key panels: Trade Diplomacy and Exhibition Branding in the Spotlight
فهرست مطالب
Exhibition News – Isfahan – Isfahan International Exhibition: The specialized event “ Symphony of Empathy” today (Saturday, June 18, 1404) added more depth to the discussions of the country’s exhibition industry by holding two influential panels in the afternoon. These panels, focusing on two vital axes: “Business Diplomacy in World Expos” and “The Role of Booth Design in Exhibition Branding ,” hosted prominent experts and activists in the field.
Panel Three: Commercial Diplomacy; Expos, the Launchpad for Iran’s Economy
Title: “Investigating the influential components of Iran’s commercial diplomacy in the World Expo exhibitions”
Organizer: Iranian Association of Organizers of Foreign Exhibitions and Commercial and Export Events
Panel of speakers:
Mohammad Mehdi Tondgoyan: Chairman of the Board of Directors of the Iran International Exhibitions Joint Stock Company
Ali Rajabzadeh: Vice President of the Association of Organizers of Foreign Exhibitions, Trade and Export Events
Amir Roshan Bakhsh Ghanbari: Deputy Director of International Business Promotion, Trade Development Organization
Fahimeh Zarezadeh: Master of Economic Diplomacy
Key areas of discussion:
1. Targeted and strategic participation: Emphasis on the need for long-term planning and specific goal setting for Iran’s presence in world expos, beyond just exhibiting.
2. Identifying and exploiting cross-border opportunities: Analyzing how to use the expo space to identify new markets, business partners, and new technologies.
3. Public diplomacy and national brand influence: Examining the role of global exhibitions as a powerful tool in public diplomacy to enhance Iran’s image and increase the influence of the “Made in Iran” brand in global minds.
4. Necessary support policies: Emphasizing the urgent need to develop and implement comprehensive support packages (financial, logistical, legal) by relevant institutions to facilitate and strengthen Iran’s effective presence.
5. Government-private sector coordination: Insisting on the need for close cooperation and synergy between government organizations (such as the Trade Development Organization) and private sector exhibition activists to maximize the benefits of the unique opportunities of expos.
Key quote (from Mr. Tondgoyan): “Expos are not just showcases; they are a platform for economic diplomacy and an arena for redefining Iran’s narrative on the global stage. Success in this arena requires national will and a shared agenda.”
Dr. Beikzadeh’s Symphony of Empathy
Panel Four: Booth Design; The Art of Creating a Lasting Brand Experience and Image
Title: “Branding at Exhibitions; The Role of Booth Design in Brand Image”
Organizer: Booth Builders and Exhibition Services Association
Panel of speakers:
Hooman Mashayekhi: Prominent Designer and Branding Consultant
Mohammad Reza Meymand: Creative Director of Exhibition Design Agencies
Seyed Reza Hosseini Lahiji: Master of Experiential Marketing
Exploring influential design elements:
First Contact, Lasting Impression: Speakers emphasized that booth design is the first and most tangible point of contact a brand has with the audience in a busy exhibition space and plays a decisive role in shaping the visitor’s perception and feelings.
User-centered creativity: Simply beautiful design is not enough. The booth must be shaped by the needs and behavior of the visitor , create an engaging and meaningful experience, and intuitively convey the brand message.
Unified visual identity: The need for the booth design to fully align with the brand’s visual identity (colors, logo, font) was explained as a key factor in enhancing brand recognition and recall.
Visitor Flow Engineering: The design should intelligently guide the visitor’s path so that all key points and main messages are seen and understood.
Lighting and Materials; Tools of Expression: Emphasis on the importance of professional lighting (creating space, focus, and emotion) and conscious selection of materials (quality, durability, reflecting brand values) in enhancing the quality of the booth and nonverbally conveying the brand’s position.
Lessons from Success: Presenting case studies of successful booth design examples domestically and internationally clearly demonstrated how paying attention to these elements can lead to greater audience attraction, increased engagement, and strengthened brand image.
Key quote (from Mr. Mashayekhi): “A successful booth tells the story of your brand not with words, but with space, light, movement, and emotion. Here, design becomes a strategic tool in gaining trust and staying in the mind.”
Symphony of Empathy; The Sound of Convergence in the Exhibition Industry
Holding these two expert panels in continuation of the Symphony of Sympathy event programs was an effective step towards creating common understanding, exchanging specialized knowledge, and aligning various stakeholders in the country’s exhibition industry. The simultaneous emphasis on macro-strategic dimensions such as trade diplomacy in global arenas and executive and creative dimensions such as booth design reflects the event’s comprehensive view of the exhibition industry’s value chain.
It seems that the outputs of these panels can be the basis for formulating operational strategies for a more prominent, effective, and distinctive presence of Iran in international exhibitions, as well as improving the quality of domestic events. By creating these communication and specialized bridges, the “Symphony of Empathy” event promises a more harmonious and productive future for Iran’s exhibition industry.