The trade show world is changing...

Maybe we should be talking revolution not evolution!

For our fiftieth anniversary, I have been reaching out to Promosalons members and teams around the world to gauge how our professions are changing. In each case, I have seen how constructive these discussions are, and how much valuable information they are yielding.

I’m not going to talk about the findings here since they will form the basis of the event we are organising on Friday 6 October. But there is one thing of which I am certain: our businesses and events are undergoing a profound, gradual and long-lasting change.

The bases, focus, methods and technologies that make up the cornerstones of our shows and they ways in which they are marketed are constantly evolving. Whatever we do, we are always faced with a race against the clock and a race for ROI. And it’s happening in a virtual world where information is instantaneous – fake or otherwise!

From Donald Trump-style tweets (and their consequences!), which take up more of his ministers’ time than the issues at stake, to the average internet user who suddenly becomes the most powerful influencer in a community, it’s all about striking the right balance.

Yet trade shows have always been a driving force and even a catalyst in communities, which should be seen as tangible entities. If trade shows can secure their rightful place in this virtual, omnipresent space, as opposed to being a resource that the Millennials might regard as “old hat”, they will become a unique, surprising opportunity where each community will meet up naturally – like dropping in on the real world or consciously returning to it.

It’s up to all of us to build these bridges and align the planets for a few more thousand years...

Corinne Moreau
Chief Executive Officer, Promosalons