The Tradeshow Ecosystem presented at Exhibitor Show


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This presentation focuses on the evolution of the tradeshow ecosystem...where we've come from and where it's going. It's a snapshot into a crystal ball...the future will judge how

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The Tradeshow Ecosystem presented at Exhibitor Show

  1. 1. Session # T218The Trade Show SupplierEcosystem –Today and TomorrowChris Kappes, SVP, Strategic Alliances3D Exhibits
  2. 2. Chris Kappes is a senior-level business builder and difference-maker. Over three decades, he has led national sales/marketingorganizations for George P. Johnson, Sparks, Contempo Designand was president of Matrex Exhibits. He is presently SVP at 3DExhibits where he has a one-word job description: Growth. Chriswrites a popular blog (, isrecipient of many industry awards and co-author of a new book:"The Noise of Business. How To Make Trade Shows Work." M121The Trade Show Supplier Ecosystem –Today and Tomorrow
  3. 3. Table of Contents• What is an ecosystem……………………………………Page 2• Tradeshow ecosystem …………………………………..Page 4• US Ecosystem vs. Global ecosystems ……………….Page 6• Genesis of the US tradeshow ecosystem……..……...Page 7• US GDP drives exposition growth……………………...Page 13• Ecosystem member roles………….……………………..Page 15• Environment challenges impactingecosystem (US. and global) ……………………………..Page 19• Future ecosystem models ……………..………………...Page 21
  4. 4. ELC#1• What is an ecosystem: The concept firstappeared in Harvard Business Review inMay/June 1993.• What is an ecosystem?• How does it function and• why does it serve a vital role in theindustry?
  5. 5. Defined by HARVARD BUSINESS REVIEW, 1993A company viewed not as a member of a single industry but aspart of a business ecosystem that crosses a variety ofindustries.In a business ecosystem, companies co-evolve capabilities arounda new innovation: they work cooperatively and competitively to supportnew products, satisfy customer needs, and eventually incorporate the nextround of innovations.
  6. 6. Business Ecosystems
  7. 7. ELC#2• Tradeshow ecosystem. Learn about the10 broad service categories that comprisethe ecosystem and produce 11,000tradeshow in the US per year. Who aremembers and what do they do?
  8. 8. Tradeshow Ecosystem Today
  9. 9. By the Numbers• US hosts most number of tradeshows• 1.8M corporate and business meetings perannum• 11,094 meetings with conventions• 10,000 BTB tradeshows• Largest % hosted by hotels• $263B in spending• 1.7M US jobs• $106B contribution to GDPSource: The Economic Significance of Meeting to the US Economy
  10. 10. ELC#3• US Ecosystem vs. Global ecosystems:Learn about the different global models;fractured and varied, consolidation isdifficult but underway..
  11. 11. Global Expansion
  12. 12. Ecosystem Challenges inEmerging Countries• Economic strength• Currency stability• Convention facilities• Available square foot/meter capacity• Infrastructure• Ease of attendee travel• Transportation system• Corruption• Security• Tax rates and regulation• Work ethic
  13. 13. ELC#4• Genesis of the US tradeshowecosystem: formalized in the mid-1900’sas local service firms, created graphics,props, floats and decorations for nationalfairs and expositions. This system hasevolved with business needs, wants andexpectations.
  14. 14. Four distinct stages:1.Birth expansion2.Leadership3.Self-renewal – or,4.If not self-renewal, death.
  15. 15. Trade Show Birth (pix)MarketplacesMercersTrade routes western europePayment systemGuildsSteam shipping vesselsFirst World’s Fair, 1851, Londonmachine assisted productionrail transportation
  16. 16. Guilds flourish
  17. 17. 1851 Worlds Fair: Paris
  18. 18. First Auto Show: 1900
  19. 19. Trade Show Expansion(1900-1950s) (pix)Interest in sample fairs waneShows reformed to narrow product/visitor baseTradeshow name coined to discern from consumer showsTrade associations formMass manufacturingUnions formalizeCommercial flights, 1930’sInterstate highway, 1956General contractors proliferate
  20. 20. 1stTrade Association, 1883
  21. 21. Trade Show Leadership(1950-1980) (pix)Manufacturing and middle classProduct InnovationLas Vegas launches new rotunda and 90,000 sf. HallMcCormick Place, 1stpurpose built, 500,000Tradeshow methodologyTODAY: 1197 exhibition venues globally32.6 million sq. m of indoor exhibition space
  22. 22. Original Las Vegas ConventionCenter
  23. 23. Original McCormick Place
  24. 24. ELC#5• US GDP drives exposition growth:shows grow exponentially in the 1940’sdue to industrial production expansion,product innovation, new distributionchannels, faster and affordable modes oftransportation, growth of middle class andconsumer affluence and demand.
  25. 25. Tradeshow Renewel(video)
  26. 26. ELC#6• Ecosystem member roles: once distinctroles are now blurring. Discover why? Isyour tradeshow program aligned with theproper partner?
  27. 27. Big sea, many supplier fishOur Industry: Past
  28. 28. Big sea, shrinking supplier population, several big fishOur Industry: Present
  29. 29. Our Industry
  30. 30. Company Landscape
  31. 31. TrendsExhibitor: Quantifying and reporting valueEcosystem impact: tools to demonstrate/provevalueExhibitor: budgets flat at 39% of BTB Marketing BudgetEcosystem impact: doing more for lessExhibitor: aligning event portfolioEcosystem impact: diversificationExhibitor: budget shift to rising operational expensesEcosystem impact: service bundling achallenge
  32. 32. Exhibit Partner Trade-offsSmall ($25M or less) 34-companies+ -Big fish in a small pond Single locationAE-centricity ResourcesOwner engagement Financial strengthBuying power
  33. 33. Exhibit Partner Trade-offsMedium ($50-100M or less: 9 companies)+ -Large client pond/diversity AE ExclusivityTeam approach Consumption of resources bylarge clientsMultiple officesScale & Resources
  34. 34. Exhibit Partner Trade-offsGiant ($100M+: 6 )+ -Resource breadth and depth Overhead burden/expenseManagement structure Lots of balls in airMulti-location Large clients focusBuying power
  35. 35. ELC #8• Environment challenges that will impact theecosystem (US. and global): The list ofchallenges is long: Technology, AgingPopulation, Generational expectations, Security,Economic Strength, Security, Ease of attendeetravel, Environmental impact, Transportationsystem, Sufficient housing , Corruption, Taxrates and regulations, Work ethic, Cost vs.value. Learn about how the ecosystem isadapting today and for the future.
  36. 36. Challenges AheadCost vs. valueNew buyer predispositions and expectationsQuantifying and reporting valueBuyer base consolidatingTechnologyAging PopulationGenerational expectationsEnvironmental impactShift of key shows to emerging marketsShows smaller and more personalized
  37. 37. Where do we go from here?
  38. 38. Proper Alignment* B2B Expert Series: The Rise of the Digital Native1980Digital Immigrants Digital Natives
  39. 39. ELC #9• The future ecosystem models: a hypothesis ofwhat the future will bring to tradeshowecosystems.
  40. 40. AppendixInsert any applicable appendices here:• Forms/Graphs• Suggested reading• Checklists• Bibliography• Additional reference materialUse additional slides if needed
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