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Media Coverage
Trade & Consumer Shows:
Internet, Globalization Will Impact Show Business (Aug 16,1999)
What are the most current trends in the world of trade and consumer shows - and how will those trends affect the future of the business? How will shows change and evolve over the course of the next decade? Will they become more or less important within the corporate marketing mix, as the Internet assumes a larger role as a vehicle for customer contact? Maybe we're just in a pre-millennial sort of mood, but for this special report, we asked a number of exposition experts to ponder these sweeping questions. Their responses appear below. All interviews by Bernadette Johnson.
Elen Steinberg's comment:
"Fragmentation of the market is the most important current trend in the trade and consumer show business. Shows are becoming increasingly segmented and targeted, with the result that both exhibitors and show managers feel that their money is being better spent. Expositions remain a significant part of the average company's marketing mix. But show managers must constantly be rejuvenating their events if the industry is to remain vital. One thing (they) should look toward is providing some entertainment value, you need to make it a real event that people want to come to."
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