What do you think the future of the trade fair industry will be like?
I say there’s nothing that can replace the fact that two people meet face-to-face, whether they’re clients, suppliers, colleagues, partners… I think that’s fundamental. It’s that in-person component of trade fairs that will keep them going. It’s part of who we are, even as human beings, but we’ll have to generate complementary and additional content throughout the year, whether in-person, with events, symposia, conferences, debates, or different types of events, and even build a community through our networks, digital channels, and all the technology that now exists.
Furthermore, in this time of pandemic, this technology has become so important that it’s here to stay, and we’re obliged to embrace it within our offerings, so it will be an evolution with a hybrid component. Perhaps what matters is that the event isn’t the typical annual trade show that you never see again, but rather that it generates more constant, more frequent communication with your clients or your audience.
How much damage do you think the internet has done to industry trade shows?
Well, look, I don’t think it has done much damage; quite the opposite. If we include the internet within all digital technologies, I think so. It’s true that today on the internet you can see some products and catalogs, you can see what they contribute and complement within that offering, but seeing a machine in operation, being able to interact with that machine or try it out, I don’t think the internet can replace that.
What’s better: More square footage? A better location? Bringing a physical product? Or is it better to bring new products?
It’s important to be in a location that favors the flow of visitor traffic, but we as organizers are also obligated, and we do, to facilitate flow throughout all the fair spaces, placing hot spots, VIP areas, and conference rooms so that there are no obscure areas within that layout. Furthermore, one of the things we’ve historically done, for example, is to publish the following year’s layout so that MetalMadrid’s demand is taken into account a year in advance. This way, exhibitors can choose the location that best suits them and adapt it to their strategy.
As for creativity, well, considering our “packaged” open-concept fair format, with a turnkey stand model, is a great advantage in this regard. More or less all the stands are similar, and there’s no disadvantage in comparing large and very small companies with the stand base. That’s a huge advantage because, based on that point, exhibitors can add elements or display eye-catching items, topics that can attract visitors, to stand out. Let’s say that would be the second most important thing. How the exhibitor works on that creativity or that attraction for the visitor, with demonstrations or engaging topics that can generate leads.
I think they would be the two most important things in themselves. A very large stand isn’t eye-catching if your staff doesn’t somehow attract visitors; in the end, it results in completely wasted square footage.
How can we assess the ROI of a trade show? How is it quantified?
Well, in this case, Smart Badge technology helps us, which is already a hallmark of Easyfairs events. Through this system, we can track behavior with this smart badge and with the software that helps you, providing you with real-time data on the visitors who have visited your stand.
You can even post job offers and products. It notifies you in real time if any visitors arrive that you’ve previously uploaded—in other words, it provides and compiles all that information for you.
We spoke with an exhibitor last year who had made more than 240 contacts during the fair.
