The trade show of numbers
How much does it cost not to attend the fair?
Historically, for a company, participating in a trade show was the best way to get known by a wide audience. In 2018, in a digital world, is it still the case? The numbers answer: yes. And here’s why.
At the beginning of each trade show year, many companies take stock—understanding what is happening internally and comparing themselves with what others are doing. There are quick ways to grasp the direction in which competitors are moving and to get a glimpse of their next moves.
One of these is consulting the annual report on European trade fairs (Euro Fair Statistics), published every year by UFI¹ (the Global Association of the Exhibition Industry) and AEFI (the Italian Association of Exhibitions and Trade Fairs). It reveals that, in Italy—as in the rest of Europe—small and large companies have realized that carving out some time to present themselves to the world in their best (and most “human”) light holds unexpectedly high value, and thanks to new technologies, this value is measurable.
