[News] VM Consulting Delivers Exhibition Marketing Strategy Lecture for the Second Consecutive Year at InterBattery 2026

VM Consulting, a Korea-based exhibition and venue marketing consultancy, will deliver an exhibition marketing strategy lecture at InterBattery 2026 on January 22, focusing on how trade show participation is evolving into a strategic platform for corporate positioning within the global battery industry.

The upcoming session will address the shifting role of exhibitions as digital channels increasingly replace traditional product promotion. According to VM Consulting, exhibitions are now spaces where corporate credibility, technological maturity, and long-term vision are assessed simultaneously by global stakeholders.

The session will focus on how battery companies can utilize trade show participation not merely as a sales opportunity, but as a strategic platform for corporate branding and industry positioning in the global battery ecosystem.

During the lecture, VM Consulting emphasized that the role of exhibitions has fundamentally changed. As product information, pricing, and technical specifications can now be accessed online, exhibitions are increasingly becoming spaces where corporate credibility, technological maturity, and future vision are evaluated simultaneously.

“Trade shows are no longer about how many brochures are distributed or how many meetings are scheduled,” said David Lee, CEO of VM Consulting. “They have become stages where companies are assessed by buyers, partners, investors, and even competitors. Participation itself sends a message about who the company is and where it stands within the industry.”

The lecture introduces a framework that helps exhibitors redefine their objectives before participating in major industry exhibitions. Rather than focusing solely on short-term sales leads, the strategy encourages companies to clarify their desired market position, target stakeholders, and brand narrative prior to booth planning and on-site operations.

Particular attention was given to the battery industry, where rapid technological convergence and global competition have intensified. VM Consulting notes that battery exhibitions now function as reputation platforms, where companies demonstrate not only current products but also long-term technological direction, sustainability strategy, and partnership potential.

The session also addresses common challenges faced by exhibitors, including unclear participation goals, product-centered booth design without strategic messaging, and limited post-show utilization of exhibition outcomes. Practical guidelines were shared on how companies can align booth content, on-site communication, and follow-up strategies under a unified exhibition objective.

InterBattery, recognized as one of Asia’s most influential battery exhibitions, attracts global manufacturers, material suppliers, and energy solution providers each year. VM Consulting’s continued involvement reflects the growing demand among exhibitors for strategic exhibition consulting beyond conventional marketing support.

“Exhibitions should not be treated as isolated events,” Lee added. “They are part of a company’s long-term market narrative. When designed strategically, a single exhibition can significantly influence how a company is perceived across the global industry.”

Through its second consecutive lecture at InterBattery, VM Consulting reaffirms its role as a specialist in exhibition marketing strategy, supporting companies in transforming trade show participation into a long-term branding and business development asset.

(C)VM Consulting