The European Trade Show Dilemma

Adrian J Cotterill, Editor-in-Chief

It’s very quickly becoming clear which trade shows are coming to the fore and where vendors and suppliers should spend their marketing Euros (it is Euros as we are talking specifically about Europe here).

Late last year we promised that we would put something together as to what shows we rated and why but to be honest we are not sure that you need any of our usual insight now. Almost half way through the year and we think it is obvious what works, what will work and what doesn’t.

It’s plain to see that in Europe for 2009 there are two shows you need to be at: –

  • ISE, Amsterdam in February
  • ScreenExpo Europe, London in April

Already, a couple of vendors we know have told us that they will pulling out of sector specific shows – events organised at sign manufacturers or specifically at retailers for example.

We have heard some good reports about the In-Store show, on at Earls Court, London at the moment and it is in fact one of our favourite shows BUT it hardly counts these days as a big show and is not even that European in nature. We will be there on the last day Thursday.

Anyway, you know what? It’s probably in the industry’s interest to have fewer, higher quality events.

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