Trade fairs represent the wealth of a nation
By Toni D’Andrea*
A month or so has passed since the PULIRE Eurasia exhibition was held in Istanbul. Today, a number of assumptions have become convincing truths. The results or consequences of decisions, whether conscious or unintentional, are often revealed at a much later date. Sometimes it takes a few weeks, other times a few months, for the results of a trade fair to be fully understood.
The dynamics generated in a place of reactions and relationships – exemplified by trade fairs – inevitably bring about some kind of change. They produce change in relation to the market, to the participants, exhibitors and visitors, and also to the course of history.
I have always believed that trade fairs play an important role as a generator of opportunities and as an incubator of ideas and projects. In this analysis PULIRE Eurasia I would also add to the list catalyst of processes.
Trade fairs are also accelerators of a number of events, which, right or wrong, produce deep and irreversible changes in the system. When these processes lead to conditions of patent modernity, it can be seen in the great social revolutions, which always move in a forward direction.
They never retreat back from where they came. The acquisition of modernity is something no one wants to sacrifice. The reasons that push each of us to conquer that glimmer of modernity, even while risking one’s own, is the physiological need to ‘evolve’. Our operating system contains a tiny algorithm which, for the sake of convenience, we’ll call ‘the need to progress’ that determines and influences the choices we make in our lives.
A critical review of the recently held Istanbul trade fair’s results reveals a number of processes underway that may be responsible for modernisation of the market, the evolution of certain social actions, and the acquisition of knowledge by key players on organisational and functional issues.
To put it very briefly, the trade fair was half a success. I will now explain why…
The classification of various trends over the history of trade fairs has allowed me to represent the reasons for some of the unusual behaviour. Let’s start with the numbers: 2,785 visitors in the most recent edition, against 1,794 in 2010; exhibition space showed growth of 11%; while the opinion of cleaning as an essential variable was shared for the most part by all.
What didn’t work then? I believe that in the two years between one edition and the next, little was done to solicit more participation and involvement. The communication tools between industry professionals have not produced the desired results.
The news of an important B2B event in the professional cleaning industry did not circulate among sector professionals; it failed to penetrate the network of priorities of distributors and users, create interest, capture their need to know about new products, and in general failed to pique their curiosity.
This list of statements gives us plenty of room for reflection and food for thought on where to start in determining a new direction, a new path. A critical interpretation of the events contains the seed of renewal, as well as change.
I feel that little was done to increase involvement. In my view, a schedule of regional road shows is absolutely essential to bringing supply closer to demand.
Turkey is a large country, in terms of geography, and it is hard to believe that only movement of words, even if positive, between attentive interlocutors, can generate interest as such a great distance. Dividing the country into four quadrants to create macro-regions for targeted promotion and information actions would help decrease the distance and concentrate interesting experiences in that specific geographical area.
I also believe it would be beneficial to involve professionals with interesting ideas, explain to them the reasons behind the trade fair and the great advantages of a place of major aggregation. I also feel that it would be important to create a platform of distributors, retailers, exclusive and competent dealers in the cleaning industry and share with them the experiences of the great global markets that have constructed operating networks in the region.
Turkey is the model for many emerging economies in Asia and the Middle East. Turkey would be the ideal place to revive the qualification process of the cleaning industry, including through these markets. There are certainly simpler and perhaps just as effective activities we can start with immediately.
The first is to have a more productive dialogue with representatives of the industry, associations, business organisations, and institutions and find, with their help, the contents of a useful debate.
Cleaning is quality of life; in the social modernisation process to which we all contribute it is absolutely essential to provide support to its progress – no ifs, ands or buts. Trade fairs are a resource that the market must be able to use and which should produce benefit. To make this happen, it is important that it is supported and that it survives on active involvement.
I cannot but emphasise my disappointment for the departure of some leading brands from the trade fair this year. Their absence has weighed on and negatively influenced the opinions of some. Trade fairs are designed as a venue to build the market of tomorrow, not to produce immediate results.
Trade fairs represent the wealth of a nation, even more so when it is represented by an association of companies and deserve the support of the market. Trade fairs are the meeting place par excellence. Giving up on trade fairs would mean giving up on dialogue. Trade fairs are effective vessels of experiences and the most efficient tool for acquiring new customers. Trade fairs are a celebration of the ability of each to be competitive.
Remember, there are only two things that can never be gotten back, an arrow shot from its bow and a missed opportunity.
*Toni D’Andrea is managing director of leading international cleaning and hygiene event organisation Pulire