by Leslie Mujica
Merging the experiences of Denzil Rankine and Marco Giberti, two experts in the tradeshow industry, Reinventing Live: The Always-On Future of Events chronicles the industry’s transformation. Providing principles, recommendations and lessons learned in the process, their narrative includes an account of the status quo pre- and post-COVID.
Rankine and Giberti outline the responsibilities of those who produce events. They emphasize every position’s role in ensuring a successful show while highlighting the importance of knowing your market, as they introduce the rest of the text. This guide is recommended for mid-to-advanced industry practitioners as it delves into finance, investors, and EBITA (Earnings Before Interest, Taxes, Depreciation, and Amortization).
Although COVID challenged tradeshows to pivot, change was already knocking at the door. Modern Technology, implementation failures of new processes, and a variety of fluctuating infrastructure, were existing undercurrents. However, a radical change noted by Rankine and Giberti was the new generation.
New generations are not only joining the workforce but are also target audience for future shows. These new laborers, and the new target audience for the industry, are shocked with old-world practices. Adapting for the new generation , such as registration and sales into a touchscreen format, is a must for the future of tradeshows.
Brick-and-mortar stores have been replaced by online shopping. Magazines and newspapers have suffered with the instant delivery of news and advertisements through the worldwide web. Advancements are here and the trade show industry must adapt. Luckily, there are hybrid options depending on the market and the audience your business is trying to reach. Technology is here to stay, but person-to-person will remain vital. Conducting business is not just about camaraderie or change but continuing to develop relationships. Afterall, it’s the relationship between people that built this industry and what will continue to allow it to shine.
This story originally appeared in the Q1 2024 issue of Exhibit City News, p. 84. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q1_2024.
