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ECJ looks back on 20 years - Rob den Hertog, Amsterdam RAI11th of April 2013
ECJ celebrates its 20th birthday this month. To celebrate our birthday we look back at the key trends affecting the industry over the last 20 years, with the help of some of the best-known names in the industry. Today, Rob den Hertog of Amsterdam RAI.
Today’s trade shows have a growing international overview. Where we used to have regional suppliers, current shows offer more global operating manufacturers. With more and more focus on seminars and demonstrations, exhibitions tend to develop into events. Maintaining and building relationships and networking instead of only displaying products.
Another interesting trend is that companies send fewer people to trade shows - 20 years ago the average number of employees per company was around four, the average now has dropped to 1.4.
Since trade shows compete for time, organisers need to validate why the visitors’ time is well spent. The most important argument is that visitors will be able to meet so many contacts face to face, see all the latest products and try them.
As a result of reduced budgets manufacturers will select their trade show participation more carefully. ROI expectations and the reach of (potential) customers are higher than ever before.
Also visitors will be more critical, they will ask themselves where they can meet and see the most potential suppliers.
Many opportunities will come for this industry to show its value in preventing health related issues and also demographic changes will lead to new products, innovative solutions and services.