Research
Redefining the future of the
exhibition industry
he first Exhibitions
Think Tank (ETT) has
launched its final report,
which gathered the
insights of more than 150 global
industry professionals to set out
recommendations for the future
direction of the exhibition industry.
The culmination of two global
surveys and close to 100 collaborative
online sessions, the report will be
used as a resource to support the
industry in adapting to changing
customer demands since the arrival
of Covid-19.
The report covers six key
categories – the value proposition,
exhibition set-up, digital services, HR,
commercial strategy, and marketing
and communications – and focuses on
why and how each of these needs to
change, as well as offering solutions
to take forward.
The report concludes with
recommendations for managing and
delivering change to achieve success
and ensure the industry doesn’t fall
back into old habits.
Matthias Tesi Baur, from MBB-
Consulting Group, the organisation
behind the ETT, says: “This report
is a resource of the combined skills
of 150 people from the exhibition
industry. It spotlights that change
in our industry is inevitable and
undoubtedly needed, which puts us
all on a mission to define this change,
before this is done by others.”
Key findings
While the report covers detailed
results across the six categories, it
also highlights some key findings
about the nature of change across the
industry.
Health and safety is not the only
focus – While Covid-19 is a health
crisis, focusing on health and safety
alone will not bring about the holistic
change needed to tackle the issues
caused by the crisis.
Covid-19 has made existing issues
more urgent – The arrival of the
global pandemic highlighted that
change is long overdue in many
areas, such as digital services,
and that this change needs to be
accelerated to adapt to new demands.
Holistic change is needed – Areas of
change are dependent on each other,
meaning it’s not possible to solve
challenges in one area, while ignoring
challenges in other areas.
Ways to influence change – Key
ways to influence change include
creating a more diversified workforce
in terms of skills, moving towards
more customer-centric strategies and
placing more emphasis on digital
services and hybrid events.
A need to embrace change – Success
will only be achieved if the industry
embraces change and avoids falling
back into old habits.
The ETT comprised 20 working
groups, spanning five continents
and four languages. Using an online
crowd-intelligence communication
process they discussed how change
could be achieved, integrating
feedback from the wider industry
gathered through online surveys.
The research included four phases:
• Defining the areas of change
• What exactly needs to change in
each area
• What a new solution looks like to
customer target groups
• How the exhibition industry can
manage this change.
Phase one highlighted 35 potential
areas for change, which were
grouped into nine key categories by
the ETT working groups. Six of these
categories were then taken forward
in phases two and three. The results
of all four phases are presented in
detail in the final report.
Continuing the discussion
Following the launch of the report,
MBB-Consulting founded the
Exhibitions Think Tank Club (ETT
Club), with a goal to continue the
discussion around innovation and
networking in the industry.
Tesi Baur adds: “The Exhibitions
Think Tank was the first of its kind in
an online format, and I want to thank
the team leaders, participants, media
partners and supporting companies
for the great contributions,
discussions and insights.
“We had countless skills, ideas,
input and inspiration throughout the
process, and everyone involved loved
the opportunity to network and come
together on a global scale to share
ideas and innovate.”
The full report can be downloaded
via the ETT website at
www.exhibitionsthinktank.com
MBB is a consulting company
specialised in B2B and the tradeshow
industry and can be contacted at:
[email protected]
26 Issue 4 2020 www.exhibitionworld.co.uk