The world transforming into a digital planet has had a profound impact and influence on the way we live our daily lives. At the turn of the century, we dreamed of technological possibilities that are very much the norm now. As we travel around the developed world, we can pull a device out of our pocket and watch live television. It sounds so normal but try telling that to you in 1999.
Digitalism has changed the way businesses are run and the way business is done. The way we advertise our products, the way we buy and sell, the way media is structured and way we interact have changed completely compared to 15 years ago. Things that didn’t exist 10 years ago are now among the most important and things that we couldn’t live without have disappeared into obscurity. Or, at least, changed significantly to have worth in the new world order.
Everything has changed. Well, almost everything.
Over the last decade, as lives – including businesses – go online, we’ve seen ISE grow into the largest exhibition of its kind in the world. Just how can an ‘ancient’ concept thrive in the modern, digital era?
An exhibition can be defined as many things. It is a meeting point for buyers and sellers, an opportunity for comparison, a place to get an overview of the market and a place for sellers to connect with their customers. The Egyptians, Phoenicians and Romans, who brought trade to Europe through Venice, could have told you that – exhibitions have existed, in one form or another, for over 2,500 years.
The East Mediterranean became one of the key focal points for local tradesmen and international dealers to trade. It became the springboard then for trade across the rest of Europe, even as far as Scandinavia.
A lot has changed since then, but the underlying concept is the same.
The reason that this format has not only survived, but thrived, is because it is has value to its participants – exhibitors and attendees that travel from all over the world to converge in one place. As the ability to work remotely and communicate by email, telephone and social media grows and grows, the opportunities to meet face-to-face carry more importance. Being able to hold many meetings within a relatively short period of time, and with all the people you want to, makes complete sense.
That’s just a general view of exhibitions. In our industry, they are even more important.
Our industry is built on people and it is built on solutions, not just products. Moving product might work in a consumer setting, but in the professional environment the stakes are higher and good relationships are fundamental. Manufacturers want to meet integrators and installers, shake their hands and talk face-to-face. Customers want qualified companies to install their solutions. And all the while, service and support are an important part of the business model.
The exhibition format hasn’t survived by right. Successful shows adapt, so that they continue to be valuable to their participants. And participants adapt within them. COVID-19 has forced all organisers to review how they do business, but essentially we are a creative industry that has learned to adapt through many decades to challenges and economic uncertainty.