In a world where innovation is more rapid than ever before, standing still is equivalent to going backwards. Whether that innovation is in product development, new technologies, or the events space, the same rules apply.
There’s a legacy in some quarters of the exhibition industry of organisers pulling a disappearing act once there’s a signature on the dotted line, only to re-emerge when there’s another contract to service. It’s an ugly truth, and one that needs to be laid to rest.
It’s no accident that many exhibitions wax and wane in a matter of just a few years. The short-termism of purely transactional dealings is so often the death knell.
Disruption has the potential to be problematic if it’s done for its own sake, but with the right tools in place it can change everything. For InstallerSHOW that has encompassed putting together knowledgeable, dynamic and agile teams across sales, marketing and content to ensure the relationship between exhibitors and organisers is a partnership where both parties are invested in long-term success. There’s no cynicism attached, simply a desire to generate mutual reward.
Completing the trifecta is the visitor base. Post-pandemic, attending an exhibition is far from the jolly it might once have been. Without delivering informative and engaging live content – and promoting that content as widely as possible well ahead of time – no event will survive for long.
With all of this in mind, we’re once again expanding our reach for InstallerSHOW… but without ever taking our eye off the ball in terms of what has made such a successful event to this point. The mechanics of our evolution will always be guided by the wants and needs of industry to make certain that relevance and value for our stakeholders sit firmly at the top of our priorities.
Yes, we are disruptors – but if it isn’t a contradiction in terms, we’re determined to make that disruption as seamless as it can be. We will never stand still.