Trade shows are evolutionary, but not in the Indian sub-continent… I have been participating very regularly at various fairs all over the globe and it is fascinating to see how the fairs in Europe evolve in terms of product category, categorization of booths, and even service levels, facilitating an exhilarating experience for the visitors, appealing to their sense of taste and entertainment while also at the same time providing them with learning, all three at the same time and place.
Of course there is an ulterior motive of the organizers and the participants that the visitor spends more time at the fair and makes some informed decisions…
At European fairs I find that even the participant take the trade shows as a time to meet friends, since over a period of time the clients are the friends, otherwise when can one take the time off to meet clients at one place and also spend some time to not only showcase products, but also catch up with industry gossips, over a glass of wine and a few snacks!
We know that the business is all about give and take, and technology suppliers have a lot to give since they not only know how to run a factory, but also by virtue that he visits many factories around the globe he is privy to many innovative benchmark solutions and strategies…
I would say that the same spirit should prevail at fairs in this region… the participating companies should first understand that it is their fair and its success and failure is their success or failure… The first criteria to choose a fair should obviously be the one whose organizer has a deep understanding of the industry and also understands the need of the visitors and participants…, whose track record shows that he is well equipped to encourage and inculcate the culture change and innovate.
Sadly, the lack of expectation from the participant and probably their inert involvement adds to the overall complacency, allowing the fair to run in the old fashion way with the three critical factors – decent food, entertainment and learning – regaled to the backseat.
What are certainly coming up strongly are the private niche technology events that are more personal, inviting and focused. Bangalore was recently witness to such a show by the Turel Group, with the jeans manufacturing line from Vibemac capturing good audience and enquiries. Details of the show are highlighted under the story ‘The era of private niche shows dawn…’
Other interesting reads in the issue include an article which unveils the educative side of YouTube and suggested some interesting videos which the professionals on the shop floor can refer to for various operations. For the industry that’s always looking for new product options, the article “Making of a swimwear…’ has some interesting insights, offered by industry experts on how to convert a T-shirt unit into a swimwear unit.
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