Views from the trade show floors. Part three: are shows still an effective platform?

The final instalment of our series on the return to large-scale, in-person trade shows looks at the ongoing effectiveness of such events (in their current guise) for all stakeholders. Has the pandemic altered our view of their value? Has the emphasis changed for exhibitors? Our panel of contributors offer their thoughts...

By TVBEurope Staff

Published: June 1, 2022 Updated: June 6, 2022

The final instalment of our series on the return to large-scale, in-person trade shows looks at the ongoing effectiveness of such events (in their current guise) for all stakeholders. Has the pandemic altered our view of their value? Has the emphasis changed for exhibitors? Our panel of contributors offer their thoughts

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Has your view on trade shows changed since the pandemic hiatus? Are they still an effective platform for business generation/retention? Rachel Archibald, director of marketing, Clear-Com

This pause has allowed us the chance to really step back and think about the meaning and value of our presence at trade shows. We are being more selective in our investment, and not doing things the way they've always been done', which has been refreshing. We also see that things will continue to evolve and change over the next 18 to 24 months. It's been a great reset, and we're grateful that the shows we've participated in so far have provided such excellent results. We also want to commend our industry show organisers for their efforts to create a safe environment, while still providing a good atmosphere to do business. It's been such a challenging time for them, and we're grateful for their tenacity!

Alison Pavitt, sales and marketing director, Pebble

Covid taught the industry that it doesn't need to rely on trade shows to keep business coming in. But they remain an incredibly efficient way to bring multiple people together in one destination. We'll continue to invest in trade shows and sponsored industry events because we see the value in meeting our customers and industry contacts in real life. But the industry's doing it differently. The days of booking larger and larger stands are over, and there is less tech but more meeting space being built into stands. This is an incredibly social industry and there's a huge appetite to meet face-to-face. A trade show environment helps build connections and delivers those bumping into people' moments in a way that is difficult to engineer online.

Attendance at ISE was above industry expectations, with 43,681 visitors from 151 countries coming to see what the 834 exhibitors had to offer James Kirby, senior market analyst, pro audio, Futuresource Consulting

I think my view definitely changed during the pandemic. Seeing the power of virtual' over the last two years was interesting and the industry managed fine. However, having attended ISE this year, my thoughts are pushing in the other direction. Yes, the industry can function without physical events, but is the same amount achieved? I think the answer is no.

This industry is about building relationships and I made more progress here with some leads than I have in over two years of virtual communication. Plus, the industry can function without trade shows, but if everyone else is going, should you really be missing out? Trade shows bring a competitive edge that can't really be replicated in the virtual domain; not to mention the great conversations with new people you meet, who without visiting the show, you may never have met.

Craig Bury, CTO, Three Media

While trade shows remain an effective platform to meet with vendors, the lower attendance figures we are currently seeing at events make it questionable as to whether they are an effective platform for business generation. These events have always been key to prospecting, building and maintaining relationships, and generating new commercial opportunities. Our business models are highly dependent on solid one-to-one business relationships with clients and customers, and traditionally trade shows like NAB have most definitely been one of the keystones in that process. They provide the opportunity to gain knowledge on new technologies and trends, which enables us as a team to develop our own technology and strategies moving forward, but right now are these shows attracting new technologies? It will be interesting to see how effective IBC is at attracting exhibitors and visitors back to a fully occupied show. If they are unsuccessful then I think many companies will re-evaluate their marketing spend.

Paolo Pescatore, technology, media and telecoms analyst

I firmly believe that trade shows still remain an effective platform. Yes, the world has changed and though we live in unprecedented and uncertain times, you cannot replicate the show floor, networking aspect in a virtual environment. We all have adapted and learnt to work remotely. I heard repeatedly that decision makers valued NAB more this year than the previous in-person event. Everyone is getting caught up on visitor numbers. Sure, numbers will be much lower compared to pre-pandemic levels (for all shows). People who need to be at a show will attend.

Laura Cabarcos, senior account director, Bubble Agency

There is no doubt that the pandemic hiatus has led us all to reflect on the need for shows. During this time, many of us have realised how important the in-person component of a trade show is to build and retain business relationships, and just how difficult networking over a screen can be. For this very reason, any event that continues to bring the industry together to reflect on progress, showcase innovation and boost networking is still important.

Margaret Travis, global head of marketing and communications, Iron Mountain Entertainment Services

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