Trade Shows Need – I’m talking about the classic fair with

I’m talking about the classic fair, with its grey carpets and grey stands, populated by boring looking men in grey suits. In 1983, the Harvard Business Review asked three captains of industry why they went to the fairs. Replacing the unique approach of trade shows with a more focused approach, perhaps similar to online meetings, where exhibitors set up their booths and delegates travel to learn more. If we ask ourselves why we go to trade shows, it’s a good start to erase the good and bad sides. Instead of hanging out on gray carpets on sweaty days, we could attend online events that are better suited to our needs. Using technology to replicate the best parts of the show and losing the frustrating parts is our big chance. Aside from technology, industries like manufacturing spend up to 80% on trade shows, so they are very important. The best shows mix the right audience with inspiration – seeing a very good speaker give a beautiful opening speech is worth it. When I am there as a delegate, besides the big exhibitors, the little that is done to make the place look good is always disappointing. Every rule has an exception, and there is one fair I love: Vivatech in Paris. Adding meeting rooms to the stands allows you to keep talking away from the noise and bustle of the exhibition centre. Because as the world has evolved, trade fairs have not. Our jaded executives in 1983 went for the wrong reasons, but it is very likely that the same reasons still drive many of us to go. “It’s all about image. The vice president of a $200 million industrial company said, “Trade shows are an ongoing problem. Especially at trade shows. But we no longer have to spend two days in an overheated exhibition center, interrupted by three nights of insomnia in a cheap hotel.