Creativity and Innovation Aren’t One and the Same in the Trade Show Arena

March 22, 2015

Eddie Newquist

Eddie Newquist- Eddie Newquist is Chief Creative Officer at GES. He’s an award-winning creative executive, designer, filmmaker and inventor with three patents and counting! He’s best known for his work on some of the world’s most successful entertainment franchises including Harry Potter, Cars, The Terminator and Jurassic Park.

The words “creative” and “innovative” are often used interchangeably in the business world, from startups and established corporations to even trade shows. But are these two adjectives really as similar as they seem?

Because live events strive for innovation and creativity, many make the mistake of thinking these goals are one and the same. Although using tech creatively can increase engagement, using an innovative product doesn’t necessarily make you an innovator.

As Ted Levitt, late marketing professor at Harvard Business School and former Harvard Business Review editor, put it, people often fail to “distinguish between the relatively easy process of being creative in the abstract and the infinitely more difficult process of being innovationist in the concrete.”

Carmine Gallo, author of “The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success,” points out in his book that Jobs believed that innovation hinges on creativity, and that creativity was the act of connecting things.

Working with talented creative individuals will allow you and your company to unleash a wealth of new ideas, concepts, and visions. But don’t mistake a great idea for getting things done. A blue-sky idea might be exciting on its own, but it does not compare to launching a product or experience that will change a company or industry.

The Business Case for Innovation

One of the key places that creativity and innovation coexist is in the trade show and events business, where your company has one goal: to show a very specific market why your company is the best. You’re pitted against a roomful of competitors while your prospects surf the floor seeking innovative products and services. This is your chance to show the industry that you are not only creative in your approach, but that you also have real innovations that will make a difference.

Your instinct might tell you to do something crazy to stand out, but is that authentic? It would be more beneficial to flex your creative muscles and show your customers — rather than tell them — that you are different because your innovative new offering is the best solution.

A trade show is a great way to showcase your company’s creativity. With a great idea and an experienced partner, you can truly send a message using color, light, sound, shapes, textures and interactive experiences.

But if you want your trade show or event to be innovative, you have to dedicate more time to ensure that you are not just sharing a new concept, but that you are delivering a unique and potentially revolutionary solution, product, or event experience.

Standards for Innovation

Getting things done is a lot harder than having ideas. It takes the right partner with the right attitude and capabilities to ensure your success, both creatively as well as logistically.

When you start viewing your event or trade show as a platform to showcase your creativity and innovation, you’ll be miles ahead of the competition. Go into your next event strategy session with the motive to prove not only why your company wins against the competition, but also how. Determine what truly differentiates you, and then use that to drive your strategy, your concept, and your execution.

Consider Adobe Photoshop, for example. You’re not going to dive into this program unless you have a creative purpose. Once you’re in, you have access to a plethora of tools — tools that aren’t inherently creative or innovative, but depending on how you use them, they might allow you to be both.

Some companies believe they’re being innovative just by incorporating the latest technology into their live events. But just like having an iPhone doesn’t make you innovative, neither does simply inserting current technology into your experience.

Innovation makes your product or service offering special, but you have to use creativity to highlight this to your potential customers. 

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact