SISO
Evolving great expectations
Vincent Polito , CEO of the Society of Independent Show Organisers ( SISO ), says The Recovery is in full swing and 2023 has been the year of ‘ What ’ s Next ’. Based on conversations with members , for-profit show organisers , he flags some trends he expects to see for the rest of the year
1 . Expect the second half of the year to show a lot more innovation and development as organisers have “ recovered ” and can now look to innovate . In March at SISO ’ s CEO Summit , proving the value of trade shows to stakeholders was a key discussion point . Some of that proof includes expanding and enhancing the attendee / visitor experience using technology , data , and creativity .
We will see organisers investing more and more money and resources in using data to create connections between exhibitors / sponsors and buyers , as well as buyers to other buyers . AI will come into play as it gets more sophisticated , with enhanced matchmaking between buyers and exhibitors and buyers to buyers .
Some trade shows have begun industry digital market places , and others are following suit . These 24 / 7 market places provide another way to help exhibitors and sponsors connect with buyers and deepen relationships with the show brand . Show organisers will continue to look for more digital revenue streams .
2 . Customer needs and expectations are changing , and organisers need to pay attention and adapt . Green initiatives and sustainability are front and centre to the next generation of employees joining the workforce . Gens Y , Z and Alpha want guided networking at events , and as result , we will see more teambuilding activations on the show floor . These will range from whisky blending to hackathons , to
Vincent Polito
charity projects .
Visitors are looking for convenience and cost savings . Second and third tier cities will see an uptick in business as communities take advantage of the unique benefits they offer . Safety is another consideration in deciding what live events to support or attend in post-pandemic times .
Lastly , exhibitors and visitors are searching for experiences they cannot get online or digitally . It ’ s up to organisers and exhibitors to provide them .
3 . Expect more disruption , more launches and the 2nd and 3rd ranked shows in the market are likely at risk . Second and third ranked shows will be at risk . Industry leading events will prosper and continue to grow based on the numbers so far this year . Additionally , there will be new shows and conferences popping up all over the US as a new group of entrepreneurs who left corporations behind during Covid are following their passions .
4 . Talent acquisition will continue to be a challenge , as the industry will be poached by others at both the entry level and mid-manager levels . Expect greater co-operation between competitors to work on the appeal of the industry to those unfamiliar .
The changing / evolving expectation of the customer will dominate the second half of the year . While this industry has prospered by listening primarily to the needs of the suppliers / exhibitors , there will be more than a subtle shift toward the needs of the buyers / attendees / delegates gaining considerably more influence on how events are developed , and how they are experienced . Expect these changes to feel more like a change of kind versus one of degree .
www . exhibitionworld . co . uk Issue 3 2023 13