elements of a brand speak to the right stakeholders , communication becomes a true dialogue . Indeed , a company is now seen as a veritable individual with whom to relate , especially by the so-called Generation Z .
What are the next steps after this innovative transition ? I would say the correct geographical positioning – and here I can mention one of our main exhibitions : Ecomondo / Key Energy ( the latter will be an Ecomondo spin-off in 2023 ). Once the exhibition ’ s specific leadership catchment area has been identified , in this case focused on the Mediterranean Basin including Africa , the possible regional ( Naples ) and foreign ( in Mexico in joint venture with Deutsche Messe and in Chengdu ) offshoots can be decided . For far too long , Italian operators have only focused on taking collectives to shows staged by others while we at IEG aim to be the actual organisers .
Five steps to community catalysts
EW talks to Corrado Peraboni , CEO Italian Exhibition Group , and gets a new sense of ‘ community ’ in approach
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IEG ’ s ambition to be the ‘ community catalyst ’ of its industries means ? The theme of community will be central in the coming years . In fact , the business plan presented at the end of July includes IEG ’ s ambition to act increasingly more as the community catalyst of the industries represented in its events . In other words , it aims to strengthen its function as an organiser of trade show events by taking on an ever more active role in attracting , satisfying and evolving the future of those communities .
How will this transformation come about ? To put it simply , we will proceed through five steps , starting with the most obvious which is to enhance the annual / biennial physical moment in terms of the various sectors ’ representation and business opportunities . The second challenge is to succeed in generating value for all stakeholders , not only for exhibiting companies but also for associations and local and national authorities , stimulating innovation and including subjects and topics apparently unrelated to the trade show business , such as professional and scientific training . When all the salient
Above : Corrado Peraboni , ( second from left ) at IEG ’ s recent Vicenzaoro show
“ We would like to use the quality of the data at our disposal for what they actually are : the bricks with which to finish building our communities ”
What innovation projects has IEG activated ? The Rubicon project , which we devised and launched during the pandemic , will allow us to complete a digital transition with realistic and concrete objectives : the digitalisation of business processes and the improvement of customer experience . Besides , of course , improving the quantity and quality of the data at our disposal , which we would like to use for what they actually are : the bricks with which to finish building our communities . Digital activities are fundamental for interacting with communities in the periods between physical events .
And IEG ’ s fifth step to being a ‘ community catalyst ’ of its industries ? The fifth step is the one we may have already reached and that starts with an observation : you cannot be a community catalyst if you are not a community yourself and IEG is an extremely close-knit community . EW
www . exhibitionworld . co . uk Issue 5 2022 43