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| 6/17/2002 | | | Trade Shows & Trade Marketing | |
| THE JOHNSON COLLECTION, Legend Tells Secrets of the Trade Show | | | | Lewis P. Johnson has been an innovator in developing the new interactive environments in museum exhibitions and has over four decades of experience in making the ordinary extraordinary.
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It's a new year and in many ways an entirely new world. Our lives have changed because of forces little recognized prior to the terrorist attacks on New York and Washington, D.C.
Those among us who constantly preach "peace to all" and "they did no wrong" unfortunately were not among the victims of this most heinous of criminal acts. We are in a global conflict despite the fact that the war is one of retaliation, the U.S. versus a terrorist housed and protected by Afghanistan.
The impact on our economy has been beyond belief. We were in a decided downturn, but its depth and length have been severely impacted by the actions of the bin Laden murderers. They are killers, have no doubt about this, and we must do everything possible to stop their war against our way of life.
From all analyses and reports, we are still in a recession. It's interesting to watch and listen to the comments and debates all with the intent of determining just what has happened. The "talking heads" on television are having a great time stating their points of view as to how we can return to a more bullish economy and some form of recovery.
Neither political party has all the answers and they still continue to lack the ability to cooperate in some concerted fashion. The terrorist attack and its resulting war did create a bond and the results appear to have been the development of a stronger and more dedicated nation, a nation willing to sacrifice in order to bring a terrorist rogue and his followers to some form of justice.
We are looking at a country changed by the war. Many of the freedoms we have taken for granted are now a thing of the past. It's amazing to me how quickly this change has evolved. The personal sacrifices are just now being realized and, to a large extent, accepted. But will this last?
Reestablishing our personal as well as economic goals may be a long time in coming. Priorities are still with the local, regional and national communities. Job losses have far exceeded the level this writer felt was practical. It would seem, however, that some corporate leaders are taking an unfair position in eliminating jobs, or workers, with 9-11 as the raison d'etre for their actions.
It has been interesting to follow the levels of the stock market during this entire period. In December the Dow Jones Averages maintained a strong upward push. It would appear this trend could stay constant and prices continue their upward movement. In this very early period of 2002, we are not certain as to where things are headed.
If the war lingers or is expanded into one or two additional theaters, we will experience a reaction from the American public, which may negate any of the positive factors currently in play.
I dwell on much of the above simply to set the stage for its impact on the business of trade shows, meetings, travel and even the field of museums.
Trade shows are a very special category in the field of marketing communications. Shows have a history and dominance in their ability to take goods or services from the inception of a product to potential success in the field in which it operates. A solid trade show program may well mean the ultimate success of new items and service.
In keeping with this scenario we must look to the ever-expanding ability of markets to handle the introduction of goods and services to the end consumer. The convention center industry is maintaining an increase in size of its facilities and marketplaces that seem most unrealistic. Secondary and tertiary markets are building to a point of excess. Yet, while this is happening, some of the major locales seem to be waiting out the activities. New York remains a major player in this area of inaction. It will take the city at least a decade to begin to catch up. Completely inadequate facilities and no solid long-range plan have hampered the areas potential for a competitive position. Too bad!
An interesting element in the rapid expansion of facilities around the country will be their ability to handle regional shows. There will be, in the months and years ahead, a rapid growth in both the number and size of regional shows. The cost of doing business will make this form of show development a necessary element in the planning process. An additional factor, however, is the specter of the virtual trade show. The electronic era has ushered in a competitive factor, which for now can be useful as an informational tool. This can change and will change as the systems mature and add the capability of becoming total show operations.
The next five to ten years will be an exciting era to watch as the competitive elements and creative approaches will work towards a resolution which will benefit the end users. We may become viewers of the electronic systems. I still like the personal, and human, touch, however.
The virtual approaches are great for site inspection and basic information on the shows involved. They are not the total answer to success in this area of marketing communications.
While electronics continue to be a much-discussed factor in the planning process, the subject of surveys is equally in the forefront of companies using the trade show medium. For years, exhibitors have been promised meaningful data developed through research conducted by professionals in the field. To date the necessary material has not been forthcoming, although there have been a few inroads. Why, oh, why, is this such a problem? If you are selling a product or service, total revelation of detail on the benefits involved make the transaction more effective and certainly quicker to achieve.
It's time for the leaders in business, show management, service contractors, exhibit builders and exhibitors to mount a concerted effort to make solid research a part of every show activity. Even
CEIR could be looked to for their potential contributions to this activity. Hopefully they will do more.
While nothing of note seems to be happening elsewhere, Exhibit Surveys has announced an Exhibition Attendance Certification Service. This program meets the need for reliable, verifiable attendance statistics conducted by a third party operation. This service will provide clients and exhibitors with the much-requested accurate figures and demographic profiles.
The bottom line on this is the ability of the users of the service to figure their return on investment based on verifiable information. At long last, we may be offering exhibitors, and the shows in which they participate, truly meaningful data. It's a start, folks, and I for one wish them nothing but the best in their efforts.
With a new mayor in New York City, this writer is waiting to see what changes may be in the works to bring this part of the country back into a competitive position. September 11 has had its unfortunate consequences, but the importance of shows and meetings will help to offset the negatives. We need meeting venues and all the additional aids possible. More on this in the next issue.
Museums are fighting back, under trying conditions. With the weakened economy and in the aftermath of 9111, many institutions are still working for survival. It will be months or even years before there is a clear picture as to the future. The new National Lighthouse Museum on Staten Island, is very much a part of this concern. As a member of this organization we are in a position to report on developments. In the next issue, expect to hear more details on where the museum community may be heading.
A recent trip, or trips, to Los Angeles gave us an opportunity to visit the new Getty Museum, the Museum of Contemporary Art, the Los Angeles County Museum of Art and several others. Attendance appeared to be down in most of the centers, but the feeling existed that much of this was temporary. We certainly hope so.
With a first visit to the new Getty, I still feel that the old Getty was a finer museum. The architect, Richard Meier, has received praise for his work and millions of dollars. The new center is more of a Disney operation complete with hillside funicular, extensive grounds and multiple buildings serving a variety of functions -even art. At best, this institution makes it difficult to enjoy and understand the various art presentations on display.
A surprising contrast to this was the Museum of Contemporary Art (MOCA). The building design was attractive and its galleries were functional. Lighting was effective and made the art on display a much more enjoyable experience. MOCA is also using the Geffen Contemporary as the site for an interesting display on New Architecture in L.A. It's called "What's Shakin" and features, among others, the newest bent metal sculpture by Frank Gehry. This architectural event is the new Walt Disney Concert Hall in downtown Los Angeles, scheduled for completion in 2003.
I'm certain this will appeal to some but most of the viewers will probably wonder just what it is. Without the large Disney sign on the structure most passersby would be totally confused. Gehry continues to work his marketing magic, this time for the Mouse.
Forecasts will be in the March/April issue along with comments on a variety of subjects. Have a great year as you journey further into 2002.
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