The Show Must Go On!

If you’ve been amused by Jim’s blog about the unbreakable mobile phone that breaks you will have followed the link to a demonstration (that goes badly wrong) at the Consumer Electronics Show in Las Vegas. But didn’t the recession kill off all those huge events? Weren’t they supposed to be replaced with an internet equivalent? A recent Economist article argues that big trade shows should bounce back from the downturn.

The article contains links to the Consumer Electronics Show (CES) which boasted more than 20,000 new gadgets, many of which will find their way into the shops over the next year or so. There were 3D television sets, web-enabled radios for cars and sleek, tablet-style portable computers. Does the positive vibe at the event show that the global economy is on the mend?

During the recession, companies rushed to reduce costs, slashed marketing and travel budgets and exhibitor and visitor numbers fell at trade fairs. Last year’s CES welcomed 113,000 delegates, down from the 152,000 that flocked to the show at its peak in 2006. But this year things picked up slightly - figures suggest the show attracted more than 120,000

So visitor numbers are recovering, slowly. This matches the trend seen in previous recessions.

The article also points out that in industries that received big government handouts in the financial crisis, such as carmaking and construction, trade shows have been hit badly as companies have been embarrassed by accusations that they are sending staff on a ‘jolly’ in glamorous places like Las Vegas at the taxpayer’s expense. So this year’s Detroit motor show is going to be a more modest affair than in past years. But not all types of trade show have been suffering. Those showcasing “clean” technology, for instance, have been given a boost by the prospect of huge spending on green initiatives promised in government stimulus packages.

And what about the idea that conventions would be replaced with virtual meetings? They would certainly be much cheaper. Research seems to have found that there is little appetite for virtual shows, even in the consumer-electronics industry, whose members should be among those most comfortable with interacting online. People still want hands-on experience of the gadgets they might soon be buying, and like to “press the flesh” with customers and suppliers.