June 2003
Taking back control

Does it seem like the exhibition industry is up for grabs? That was the resounding theme from two recent industry events that I attended in late April. There was talk about how the business model for shows is changing, how the rise in corporate events is affecting exhibitors’ marketing budgets and how shifting distribution channels are changing the makeup of shows.

This is not necessarily bad news. It just leaves you with a sense of upheaval. But our industry isn’t alone. Most industries are dealing with the same issues.

Despite the challenges, there are plenty of show organizers whose events are posting record gains. And there are a number of show organizers aggressively launching shows into hot, new markets (see Best Practices: GovSec launches with $50,000 in start-up capital, page 22).

Another bright spot is the International Consumer Electronics Show, the No. 1 trade show in North America for three years running (see our cover story, Stay Tuned, page 38, for a behind-the-scenes look at this exciting event and the man who runs it). But even its top management is worried about the future of shows. “The trade show industry is in trouble,” Gary Shapiro, President and CEO of the Consumer Electronics Association, told the audience at the SISO Executive Conference.

In addition, most trade show execs are predicting that it will be a long time before attendance will increase dramatically. The prolonged economic recession, despite the end of the war, and the recent SARS scare are crippling an already weak environment. Attendees are putting off registering until weeks or even days before a show as they wait for world events to unfold. In response, show organizers are marketing more aggressively — which appears to be working in the short term.

But what can we do to ensure the health of the industry in the long term? Will the current business model for shows exist in 10 years? That’s up for grabs too. But it’s clear we need to evolve to better serve our customers’ needs. There will always be a place for trade shows. But there are also any number of other face-to-face opportunities we could explore to expand our business. We are the experts in face-to-face, and we know how to build a powerful marketplace to bring together buyers and sellers. It’s time we exploit our talents.

One thing we can do is look outside our industry for ideas we can adapt (see our feature The Secret to Double-Digit Growth, page 44, offering growth strategies from the new business book, How to Grow When Markets Don’t). What do growing companies know that we don’t? How are they generating new revenue?

For most of us, it’s been a rough couple of years. And we’re still waiting for the light at the end of the tunnel. But we can’t afford to wait any longer. The current economic and political climate has forced change upon us. The question is: Are we prepared to take control of our future?

Danica Vasos
Editor in Chief
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