Contacts

Excitement at the Trade Fair

, by Francesca Golfetto - ordinario presso il Dipartimento di marketing e direttore scientifico del Master in marketing e comunicazione della Bocconi, translated by Alex Foti
Informational stands are being replaced by experiential stands, as visitors try to get the feeling of the big picture, rather than placing orders. The senses better capture change, including business change, and fairs now feature social happenings, not catalogs

Visitors to Europe's most important fairs have ceased to list among their motivations making purchase orders or finding information on products. They rank highest what is familiar to experiential marketing experts: seeking emotions, experiences, relations, live events. These have become the main attractors to trade fairs. Such interest became first apparent in consumer fairs. Today, only few people go to Turin's Salone del Gusto or to the Motor Show to learn about the merchandise on offer. What pushes visitors is the experience of the event itself, in order to get immersed in the system of experience, contacts, meeting, which either stimulate or reassure visitors about their individual values and lifestyles. For instance, visitors report that their propensity for organic food or body wellness is strengthened by meeting like-minded individuals at suppliers' stands. Similarly, people report the excitement of having discussed a new motor bike with a racing champion or having planned a rally across the desert with other fans. Thus the relationship with products and other consumers is more important than product information or relations with suppliers.
In the case of business fairs, the process has started more recently, given that fairs are still among the main information tools that orient purchase decisions in firms. However, already a couple of years ago it emerged that fair visitors were keener on understanding where the industry is going, through meeting extreme trendsetters and perceiving changes in collective behavior, rather than compiling orders. They do not necessarily seek to imitate competitors, but to find new ideas through intellectual excitement and perceptions of the business climate. This requires a full immersion of the senses in order to get a grasp of future market developments. The experience is different in trade fairs with respect to consumer fairs, because the latter are driven by hedonism, while the former are geared to improve one's business activity. The more there is variety in suppliers, innovations, and perspectives, the more experiential immersion is fruitful. Mindful of this, visitors cherish the social energy surrounding such events, and cities and firms organize ad-hoc urban spaces, facilities, and events catering to them. Such is the case with Milan's Salone del Mobile, where the Fuori Salone has successfully established the tradition of attracting design professionals and creative youth to a formerly industrial section of the city. They seek inspiration and excitement by looking at displays, take part in parties, showcases, and other social rituals, and by observing the behavior of the most sophisticated consumers, the Italians.