"Measurements are slow, painful experiences".
The European trade show industry is still doing very well, especially compared to other economies. That's according to Stephan Forseilles, Chief Technology Officer of Easyfairs.
"Easyfairs strongly believes that the business model with main accent on rental business is outdated. As an organizer, we need to offer more. We need to create platforms for individuals and companies where they can experience their future and where they can meet people who will help shape that future. That's why we call trade shows social networks for real life."
"For Easyfairs, technology is not a goal in itself, but merely a tool, albeit a great one. It's the definitive end to lugging around tons of brochures in plastic bags! We also provide our exhibitors with state-of-the-art lead capture tools to ensure they don't miss an important visitor and get the most out of their trade show participation."
"Digitization is no more responsible for the disappearance of a CeBit or an Interbike in America than the steam engine is for the disappearance of horse-drawn carriages. It's simply the path to better services and products. That said, I believe the bigger an organization or event, the harder it is to adapt. That may be why big events suffer first."
"One thing is certain: our industry will continue to evolve. Today, we all get brilliant, unique experiences from brands like Tesla or Apple. It's about super-personalized, real-time experiences, like those offered by Amazon or Uber. In comparison, trade shows can be slow, alienating, sometimes even painful experiences. Digitization is not the culprit - on the contrary. It gives people a better experience, both personal and business, and they now expect trade shows to operate at the same high level."
Read the full interview in the print edition of Expodata Live Kommtunikation on August 22, 2019..
