At the end of the health crisis, while interactions for over 18 months have been almost exclusively digital, the limited duration of the physical show now appears to be a real burden in a world where, more than ever, business is carried out quickly, at all times and 365 days a year. The exhibitors of a trade show, in their quest for turnover, constantly need to show their products / services and their innovations to deliver information or to generate leads all year round. On the other hand, the buyers need to be continually informed or inspired in a world that is accelerating. All of this was true before the crisis, but this need for long-term density, coming out of the crisis, is now even more significant.
How do trade show organisers approach their new role as community leaders? What are their current challenges?
How can digital platforms offer them new opportunities?