Insight |
||||
|
We soon saw a rapid race to fill the gap left by European produce. Exhibitors across the globe rushed to the show, eager to claim their share of the market redistribution. Producers from countries who typically couldn’ t compete with European suppliers in the Russian market suddenly seized the opportunity. The show saw an increase in new exhibitors, which ultimately became a resounding success. Visitor numbers also surged, and we managed to maintain relatively stable exhibitor numbers for a few years.
This story sparked a few conversations, and colleagues from around the world expressed similar findings in similar situations( notably during the Qatar blockade and other armed conflicts). The mutually agreedupon takeaway was that, even in times of geopolitical instability, trade needs to and will find a way. As exhibition organisers, our role is to provide an adequate platform to facilitate the conversations.
Businesses need to reevaluate their international value chains, exploring shifts in sourcing strategies, the potential for domestic replacement of
|
imported goods, and the feasibility of relocating manufacturing operations. Rest assured, organiser, this will all happen face-to-face. So what can you do today? Here’ s some of the advice I’ ve shared with the UFI MEA Conference delegates that is relevant to non-US events:
Start by assessing the direct impact of the situation. Identify how many US exhibitors or buyers are participating in your shows and, ideally, reach out to them proactively to understand their specific concerns or needs, reassuring them that you are taking steps to address any challenges they may face.
Keep a close eye on your visitor data for signals. Are you noticing an increase in registrations from a specific country, such as China? This could indicate an emerging interest in your market and, thus, the event. Additionally, are your at-risk exhibitors transitioning into visitors instead of participating as exhibitors? This shift might highlight potential concerns or changing priorities. Talk to them early, be flexible, and create new models of participation.
Ensure you provide best-in-class tools for connecting buyers and sellers effectively. Invest in building
|
“ Keep a close eye on your visitor data for signals. Are you noticing an increase in registrations from a specific country, such as China? This could indicate an emerging interest in your market and, thus, the event.”
Below: Barış Onay on stage at UFI ' s MEA Cairo Conference
|
a robust tech stack that supports seamless interactions, identifies key signals that indicate buyer intent, and captures interest at the right moments. Leverage your data intelligently to drive insights, optimise processes, and create a more personalised experience for both parties. Make sure your tools and strategies work together to deliver results.
Bonus idea: Visit your Chinese agent to explore new opportunities and strengthen your international sales strategy. This approach has been transformational for our international sales, helping us to expand our reach and build strong partnerships. At a time like this, when global connections are more important than ever and Chinese goods are looking for new markets, it could be a valuable opportunity for everyone to leverage local expertise and drive growth.
Let’ s hope that by the time you read this, all of the above will be irrelevant, and the trade wars will have settled before they actually started. EW
|
|
n Dr Barış Onay is co-founder and CEO Precision Communities, contact: https:// barisonay. com / |
||||
www. exhibitionworld. co. uk |
Issue 3 2025 27 |