And there were a lot of people. Have a look.
So, certainly, the expo is alive and well as a species. But not every expo is thriving.
Here are a few things we took away from the people we talked to and the sites we visited:
- Size matters. The size of the expo and the size of the site. People go to Bauma because people go to Bauma. They’re there to see, be seen, wheel and deal, and get ideas. But the smaller sites were poorly patronised and you have to wonder whether they were worth the investment, especially when there’s so much to be gained from just walking the halls.
- Looks matter. The stands that had people thronging around were the ones that were interesting and thoughtfully designed. And don’t let your product be your excuse. One of our favourite sites was promoting disc brakes for mining equipment. The discs were so cleverly arranged, it was like artwork. The take away: Don’t just show up. If you’re going, go hard.
- Time matters. The people who told us they got the most out of the experience were the ones who filled every minute, talking about the industry, establishing their credentials, meeting prospects and suppliers and generally squeezing every bit of value out of the event.