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New content is king and exhibitions that are not showcasing innovations or keeping up with modern trends risk an undignified death.
That was the conclusion of delegates at the Exhibition & Event Association of Australia Leaders’ Forum, during a session titled “Should old shows that aren’t delivering die gracefully to allow for new shows.” The forum was held at Novotel Manly Pacific, Sydney and attracted delegates from New Zealand as well as from around Australia.
Joel Cooper, manager exhibitions at Harry the Hirer, says there are probably a few shows in the current marketplace that are not delivering. “However, it comes back to the individual companies involved reassessing their position and also determining why their events have become stale or are not performing.”
He says if shows are not constantly bringing something new into the market, people will become complacent. “We are continually competing for the marketing dollar and need to be able to provide both exhibitors and visitors with the right environment to do business.”
Cooper says some existing shows have been through stages of not completely satisfying their market and not looking forward. “Most of these shows have already had the insight to reassess their markets – otherwise they go broke.” The investment that goes into producing these shows is enormous from both an organiser’s and exhibitor’s position, Cooper points out.
“In most cases the end users, being either the public or the trade, attend these shows for their own benefit, whether it is to source new products, discover market trends, for education, to build new relationships, etc. These people look towards brands they know will satisfy their needs.”
Courtesy of meeting newz