As the first “widespread” edition of ISE approaches, with four dates for next June, in our Region we are also reflecting on the trade fair market and its recovery for the second half of the year. Here some tips in the interview with Luca Baldin of Smart Building Italia.
Obviously such a long period of stop, which also led to many experimentation of digital events of different settings, has not passed in vain: it is now clear that events in presence are not replaceable, but that the events business will have to renew itself and treasure the experience made. Less but better? This seems to be the recipe for fairs and events of the recovery, also according to Luca Baldin, Project Manager of Smart Building Italia, who approached the subject in an interview with Mercato Totale.
If trade fair organizations have done and are still doing a lot to offer suitable venues and methods to host events in person, even in the transitional months ahead, on the other hand the desire and, we would like to add, the need to do business in person, will most likely lead a real boom in participations. However, as Giancarlo Emanuel of Mercato Totale points out, in the past seasons we have witnessed the proliferation of events organized by distributors and resellers themselves, which, however, have had the probably unforeseen, but certainly not welcome, effect of weakening the super partes proposals, to the detriment of the entire supply chain. As Luca Baldin says, it will be necessary to restore the strength of the pre-competitive fairs, which create product culture and where visitors can meet innovation, thanks to the alliance between all the players in the sector: it is only when the fair is over that competition between companies begins, the positive competition that feeds the market. Furthermore, large and solid fairs are needed to attract an interesting audience, especially from abroad.
In Italy, the industry’s response to the need for meeting opportunities will be in the autumn: the dates of Smart Building Expo, Sicurezza and Made Expo will converge on November 22, 23, 24, for an event that promises to attract over 100,000 visitors and will occupy seven pavilions at the Rho Trade Fair. The next appointment will be the edition dedicated to visitors coming from South Italy, which has been postponed to 13-14 May 2022. We will not miss them.
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