the trade show ecosytem with kappes additions ch
TRANSCRIPT
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Session # T218
The Trade Show Supplier Ecosystem –
Today and Tomorrow
Chris Kappes, SVP, Strategic Alliances
3D Exhibits
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Chris Kappes is a senior-level business builder and difference-maker. Over three decades, he has led national sales/marketing organizations for George P. Johnson, Sparks, Contempo Design and was president of Matrex Exhibits. He is presently SVP at 3D Exhibits where he has a one-word job description: Growth. Chris writes a popular blog (http://exhibitionpro.wordpress.com), is recipient of many industry awards and co-author of a new book: "The Noise of Business. How To Make Trade Shows Work." M121
The Trade Show Supplier Ecosystem – Today and Tomorrow
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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 impacting
ecosystem (US. and global) ……………………………..Page 19• Future ecosystem models ……………..………………...Page 21
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ELC#1
• What is an ecosystem: The concept first appeared in Harvard Business Review in May/June 1993.
• What is an ecosystem?
• How does it function and
• why does it serve a vital role in the industry?
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Defined by HARVARD BUSINESS REVIEW, 1993
A 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 next round of innovations.
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Business Ecosystems
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ELC#2
• Tradeshow ecosystem. Learn about the 10 broad service categories that comprise the ecosystem and produce 11,000 tradeshow in the US per year. Who are members and what do they do?
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Tradeshow Ecosystem Today
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By the Numbers• US hosts most number of tradeshows• 1.8M corporate and business meetings per annum• 11,094 meetings with conventions• 10,000 BTB tradeshows • Largest % hosted by hotels• $263B in spending• 1.7M US jobs• $106B contribution to GDP
Source: The Economic Significance of Meeting to the US Economy
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ELC#3
• US Ecosystem vs. Global ecosystems: Learn about the different global models; fractured and varied, consolidation is difficult but underway..
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Global Expansion
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Ecosystem Challenges in Emerging 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
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ELC#4
• Genesis of the US tradeshow ecosystem: formalized in the mid-1900’s as local service firms, created graphics, props, floats and decorations for national fairs and expositions. This system has evolved with business needs, wants and expectations.
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Four distinct stages:
1.Birth expansion
2.Leadership
3.Self-renewal – or,
4.If not self-renewal, death.
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Trade Show Birth
MarketplacesMercersTrade routes western europePayment systemGuildsSteam shipping vessels
First World’s Fair, 1851, Londonmachine assisted production rail transportation
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Guilds flourish
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1851 Worlds Fair: Paris
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First Auto Show: 1900
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Trade Show Expansion (1900-1950s)
Interest in sample fairs waneShows reformed to narrow product/visitor baseTradeshow name coined to discern from consumer showsTrade associations form Mass manufacturingUnions formalizeCommercial flights, 1930’sInterstate highway, 1956General contractors proliferate
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1st Trade Association, 1883
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Trade Show Leadership(1950-1980)
Manufacturing and middle classProduct InnovationLas Vegas launches new rotunda and 90,000 sf. HallMcCormick Place, 1st purpose built, 500,000Tradeshow methodology
TODAY: 1197 exhibition venues globally32.6 million sq. m of indoor exhibition space
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Original Las Vegas Convention Center
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Original McCormick Place
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ELC#5
• US GDP drives exposition growth: shows grow exponentially in the 1940’s due to industrial production expansion, product innovation, new distribution channels, faster and affordable modes of transportation, growth of middle class and consumer affluence and demand.
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ELC#6
• Ecosystem member roles: once distinct roles are now blurring. Discover why? Is your tradeshow program aligned with the proper partner?
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Big sea, many supplier fish
Our Industry: Past
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Big sea, shrinking supplier population, several big fish
Our Industry: Present
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Our Industry
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Company Landscape
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Trends
Exhibitor: Quantifying and reporting value
Ecosystem impact: tools to demonstrate/prove value
Exhibitor: budgets flat at 39% of BTB Marketing Budget
Ecosystem impact: doing more for less
Exhibitor: aligning event portfolio
Ecosystem impact: diversification
Exhibitor: budget shift to rising operational expenses
Ecosystem impact: service bundling a challenge
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Exhibit Partner Trade-offsSmall ($25M or less) 34-companies
+ -Big fish in a small pond Single location
AE-centricity Resources
Owner engagement Financial strength
Buying power
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Exhibit Partner Trade-offsMedium ($50-100M or less: 9 companies)
+ -Large client pond/diversity AE Exclusivity
Team approach Consumption of resources by large clients
Multiple offices
Scale & Resources
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Exhibit Partner Trade-offsGiant ($100M+: 6 )
+ -Resource breadth and depth Overhead burden/expense
Management structure Lots of balls in air
Multi-location Large clients focus
Buying power
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ELC #8
• Environment challenges that will impact the ecosystem (US. and global): The list of challenges is long: Technology, Aging Population, Generational expectations, Security, Economic Strength, Security, Ease of attendee travel, Environmental impact, Transportation system, Sufficient housing , Corruption, Tax rates and regulations, Work ethic, Cost vs. value. Learn about how the ecosystem is adapting today and for the future.
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Challenges Ahead
Cost vs. value
New buyer predispositions and expectations
Quantifying and reporting value
Buyer base consolidating
Technology
Aging Population
Generational expectations
Environmental impact
Shift of key shows to emerging markets
Shows smaller and more personalized
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Where do we go from here?
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Proper Alignment
* B2B Expert Series: The Rise of the Digital Native
1980
Digital Immigrants Digital Natives
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ELC #9
• The future ecosystem models: a hypothesis of what the future will bring to tradeshow ecosystems.
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