To celebrate its 50th anniversary, Promosalons asked its various partners to reflect on the changes in trade show channel and how it is promoted internationally. The feedback they received became the theme for a major conference which took place on the morning of 6 October. The aim was to understand what had caused the current changes in order to better plan for the future. More than a change, the trade show and its business lines are undergoing a major transformation.
Corinne Moreau and Laurence Agostini, respectively CEO and marketing director of Promosalons, managed the project in four stages: first they created a framework, incorporating contributions from the 56 network delegations, to identify the main topics. They then brought together a think-tank of trade show marketing teams to capture their input on the topics identified. Thirdly, they interviewed around 20 group, division or tradeshow directors and sector partners to gather their views on the topics. Finally, they organised the event to summarise this dialogue and engage a debate.
A fantastic turnout
The actual event was attended by 180 sector players (representatives from trade shows, Promosalons and institutions) and all the delegations were able to follow the event directly on Facebook Live. In all, 23 speakers, directors of the trade show operators, sociologists and experts, delivered their vision on the new faces of the trade show channel and current challenges. The event was a huge success, thanks to the extensive debate, quality delivery ̶ supported by interactive digital tools ̶ and excellent time-keeping!
If we are to be successful on the international markets, it is absolutely essential we understand the changes and challenges the sector is facing. In staging this event, Promosalons assumed its role as an observer of trends and practices in the different markets and fulfilled its responsibility to gather trade show operators together to discuss the issues which affect them all. A written summary of the morning’s discussions and the project as a whole will be circulated to Promosalons members.
“We need to have a meaningful dialogue in each country to help us devise the best strategy.” Sylvie Fourn, Reed Expositions France
Report of the event (coming soon)
Pictures of the event
Videos of the event