However, I wholeheartedly disagree with him and other doubters of the value of exhibitions. Focused business exhibitions are thriving and there is one key reason for this: good ones deliver significant value and in fact, they are the marketplace brought to life.
The fundamental problem with Andrew Tribute’s article is that it concentrates fully on the exhibitor. Of course, exhibitions wouldn’t exist without exhibitors, but they are only 50% of the equation. Exhibitions are held for buyers, and provide live access to the market, as well the full gamut of products, solutions, education, personalities, energy and inspiration needed to be successful in business.
We are expecting a record attendance (more than 30,000 people) at Fespa 2007 - the show has grown more than 100% in five years, clearly demonstrating that if the show is right for the market, exhibitors will continue to invest in them and visitors will attend.
Marcus Timson, group commercial manager, Fespa
The show goes on
According to Andrew Tribute, exhibitions are dead as they no longer work, they dont provide anyone with value, they are outdated and only good for small suppliers that dont have the marketing strength to find and meet potential new prospects". This is not a new argument, and from my experience in the exhibition industry, certainly not one that is unique to the graphic arts sector.
