What caused Brexit, and how will it affect the International tradeshow marketplace?
The answer is in the title of this blog: keep calm and market on.
Kai Hattendorf, Managing Director and CEO of UFI, the Global Association of the Exhibition Industry, recently stated in an interview that the biggest challenge created by Brexit is the mounting insecurity. “Until the UK actually leaves the European Union, factually nothing will change. But while markets and businesses can deal with difficulties and challenges, they don’t like uncertainties.”
If it weren’t Brexit making us uneasy, something else would be–climate, war, currency fluctuations, etc.–and we wouldn’t like it.
This appears to confirm the advice that it’s best to adopt a “business as usual” attitude.
Kai Hattendorf, however, made another statement about how tradeshows, especially International ones, play a crucial role in bridging borders, and this is what spurred me to write this blog. He said:
“As leading figures and companies gather at their international trade shows, they will take stock of the situation. There will be exchange, collaboration, and trade. And, in addition to the economic context, trade shows will continue to bring together people from different nations, cultures and religions to work together and help their respective industries and economies grow.”
This statement made me think. It reminded me that the inherent face-to-face nature of tradeshows–the very thing that makes them the powerful marketing tool that they are–ALSO makes them a powerful social tool that can help guide us all into a new, collaborative, and dare I say it, peaceful future.
Grandiose thinking? Perhaps. But if not us, who? And if not now, when? For my part, I am recommitting myself to help my clients, especially my International ones, create marketing programs that not only sell, but also unite.