I n response to the unprecedented halt of exhibitions worldwide during the Covid crisis , the Exhibition Think Tank ( ETT ) Club , an initiative from MBB Consulting Group supported by UFI , the global association of the exhibition industry , emerged as a groundbreaking platform for collaboration and innovation . It aimed to tackle the challenges posed by the crisis and bring people together in difficult times . Commencing in June 2020 with its inaugural online Think Tank , participants gathered to discuss strategies for navigating the crisis . The initiative swiftly evolved into a vibrant community of industry professionals dedicated to advancing the exhibition industry , then recognised as the ETT Club .
The Club ’ s membership witnessed steady growth , reaching a peak of 1,300 members based in 72 countries . It comprised a diverse , hierarchy-free community of exhibition organisers , venues , suppliers , associations , students , consultants and others .
“ Starting the ETT Club was one of the most rewarding projects of my career . So many industry peers came together from all over the world ,” said Matthias Tesi Baur , CEO MBB- Consulting Group .
UFI , which gave ETT unwavering support , became a business partner in 2020 , further validating the Club ’ s impact on the industry .
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The Club embraced various innovative online formats such as panel discussions , workshops , education sessions , monthly innovation talks , Town Hall meetings and innovation ‘ Sprints ’.
The ETT Club established subgroups with their own names and logos , and they worked in the background for several months meeting regularly offering invaluable information and insights . The ETT Middle East Event Professionals group still meets bi-monthly ( since 2021 ), the Value Proposition group created a full study on how to retain talent in our industry , and the Sustainability Group and the Data Monetisation Group created valuable content for the industry .
The introduction of umbrella topics , called missions , for extended periods allowed for in-depth exploration and genuine innovation . One , ‘ Journey to Reopen the Exhibition Industry ’ mission unfolded from March to June 2021 . Comprising 30 + online sessions with 70 + speakers and an overall audience of 3,000 + participants , this mission not only facilitated knowledge exchange and best practice sharing but also united professionals worldwide in navigating the challenges brought by the crisis , and advised on reopening exhibitions when organisations were lacking human resources in a dramatically changed situation .
The ETT Club invited C-level
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Matthias Tesi Baur |
industry professionals to lend their support to the missions and a cohort of over 130 professionals joined as ambassadors . They offered compelling personal messages and banners were created that served as a rallying call for others to join in the work for the safe and effective reopening of exhibitions .
There were subsequent missions , including Marketing and Strategy , aiming to further innovate and network within the industry .
The key to the Club ’ s success lay in its inclusivity , offering a voice to individuals across countries and cultures , fostering diversity , and placing innovation at its core .
In 2023 , the exhibition industry returned to pre-pandemic business conditions , and the focus of industry collaboration shifted back to in-person meetings , bringing MBB Consulting Group and UFI to the decision to wrap up this digital-only venture . MBB Consulting Group refocused on its core business as a consulting and education service provider for the industry , and UFI continues to offer Club members opportunities to stay engaged through its activities and channels .
The Club concluded with a Final Think Tank on the 31 January 2024 , a session that brought together members who reflected on achievements , lessons learned , and expectations for the future . EW
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