Our director Germany, Saskia Stolper, recently spoke to Cision News about the need for trade shows like CEBIT 2018 to evolve or risk dying out forever.
Here’s some of the key quotes from the article:
On trade show attendance:
With exhibitor and attendee levels dropping dramatically in recent years, people are increasingly questioning the value of the big tech trade shows. Footfall is generally down – and so is the quality of the audience. Attracting students or those with a general interest is all very well, but exhibitors need to connect with the right audience for them.
On CeBit 2018:
Today’s successful tech trade shows like Mobile World Congress and CES need to provide creative, interactive experiences that can’t be replicated digitally. Smart exhibitors are taking advantage of the opportunity afforded by new technology and tools and looking to leave lasting impressions by providing a standout experience.
In previous years, CeBIT had clung to its time-worn format. Generally, it sold some stand space to a few big players and looked to sell more space off the back of that. But recent shows have seen plummeting attendee and exhibitor numbers.
On the role of tech PRs
As trade shows progress, the PR and media activity around shows needs to evolve too. With a press release providing all necessary data and the spokesperson on the stand often just repeating the same information, busy journalists and editors are questioning the value of attending trade shows.