{"id":18320,"date":"2020-03-17T16:00:45","date_gmt":"2020-03-17T15:00:45","guid":{"rendered":"https:\/\/www.expoconsulting.eu\/?p=18320"},"modified":"2020-03-17T09:54:45","modified_gmt":"2020-03-17T08:54:45","slug":"trade-shows-resilience-is-new-normal","status":"publish","type":"post","link":"https:\/\/www.expoconsulting.eu\/en\/trade-shows-resilience-is-new-normal\/","title":{"rendered":"Trade shows and events: Resilience is the new normal"},"content":{"rendered":"

In spite of a troublesome situation, events and trade show organizations are looking ahead to the future<\/h2>\n

This is not a lucky season<\/strong> for trade shows and events, despite the industry\u2019s innate resilience.<\/p>\n

Times of uncertainty are looming on the horizon, and not just for Italy and Europe.
\nThat is why big shows have been postponed and even cancelled<\/strong>, while others are putting in place severe restrictions to safeguard the health of all the stakeholders.<\/p>\n

For the time being, the impact of the coronavirus outbreak on the trade show business is unpredictable. <\/strong>Though insiders have already started to calculate the loss caused by the virus.<\/p>\n

Hard times call for hard measures<\/h3>\n

In Italy, for example, several prestigious events like the Furniture Show<\/strong> (Milan), Vinitaly<\/strong> (Verona) and Cosmoprof<\/strong> (Bologna) have been postponed, an unavoidable decision while waiting for the emergency to be over.<\/p>\n

Similarly, Fira Barcelona<\/strong>\u2019s organization has already re-scheduled some of its major trade shows, like Alimentaria and Hostelco<\/a>. Catalonia is one of Spain\u2019s biggest industrial regions, if not THE biggest, and Barcelona is the heart of it, being the perfect entrance to the Spanish market.<\/p>\n

 <\/p>\n

\"resilienza<\/p>\n

Italy and Barcelona: a thriving partnership<\/h3>\n

The difficult, yet inevitable, choice to postpone events may not be totally negative. In fact, it will give Italy<\/strong>, one of Barcelona\u2019s privileged business partners<\/strong>, more time to recover and come back with all its resources.<\/p>\n

The Italian presence at Fira Barcelona<\/strong>\u2019s events has always been relevant and welcome<\/strong>, reaching its highest peak in exhibitors\u2019 numbers<\/strong> between 2003 and 2010<\/strong>. Also the number of visitors has been increasing ever since.<\/strong><\/p>\n

What to do, now?<\/h3>\n

The keywords are \u201cbe proactive and prepare for recovery\u201d<\/strong>. The trade show industry is resilient<\/strong>. Remembering the setbacks of the past, it will get back stronger than before.<\/strong><\/p>\n

And trade show marketing<\/strong> is an option that should always be considered<\/strong>.<\/p>\n

Even if it may sound counterintuitive, crises represent the best time to look for the help of professionals<\/strong> and rely on their expertise<\/strong>.<\/p>\n

Most of Fira Barcelona<\/strong>\u2019s Italian exhibitors are small and medium enterprises (SME)<\/strong> willing to enter the Spanish market, looking for local agents<\/strong>, distributors<\/strong> or other channels, in order to build and develop their business<\/strong> on the territory.<\/p>\n

Trade show marketing: essential even in times of trouble<\/h4>\n

Despite a period of economic downturn, SMEs should not overlook the potential of trade show marketing.<\/strong> It is true that the digital revolution<\/strong> opened a new world of opportunities, but it will never replace face-to-face meetings<\/strong> or in-person relationships.<\/p>\n

Specialized trade fairs are the backbone of SME\u2019s internationalization and export strategies.<\/strong> Regardless of those who, several years ago, predicted they would disappear with the advent of the digital technology.<\/p>\n

Italy is an export-oriented country<\/strong>, which makes its companies in need of professional support<\/strong> in their path towards foreign markets<\/strong>, even more so in times of budgeting<\/strong> and low investment rates<\/strong>.<\/p>\n

Expo Consulting<\/strong>, with its 23 years of experience<\/strong> and expertise in the exhibition business, has already survived economic downturns in the past. The knowledge of international markets<\/strong> (Spain, in particular), of the Catalan industry and economy<\/strong>, and the privileged relationship maintained with Fira Barcelona<\/strong> during many years, allow us to offer Italian companies the right tools and continuous support<\/strong> to find the business opportunities<\/strong> they are looking for.<\/p>\n

Hope for the best, expect the worst<\/h3>\n

What we take home from these weeks of instability is that trade show marketing is strong, resilient and will weather the storm.<\/strong> We will have to work hard<\/strong> and welcome the economic recovery<\/strong> with enthusiasm and willingness to do once again our best to succeed<\/strong>.<\/p>\n

Fira Barcelona<\/strong> is taking action to maintain the top-notch quality of its shows<\/strong> and, by so doing, to give us and our international colleagues the chance to continue providing a high-level service<\/strong> and assistance to our customers.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Not a lucky season for trade shows, despite the industry\u2019s innate resilience. But even in a troublesome situation, we are looking ahead to the future.<\/p>\n","protected":false},"author":2,"featured_media":18313,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115,117],"tags":[129,130],"class_list":["post-18320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expo-consulting-answers","category-fira-barcelona","tag-exhibitions-and-events","tag-trade-shows"],"yoast_head":"\nTrade shows and events: Resilience is the new normal - Expo Consulting<\/title>\n<meta name=\"description\" content=\"Not a lucky season for trade shows, despite the industry\u2019s innate resilience. 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