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| 6/13/2002 | | | THE JOHNSON COLLECTION | |
| by Lewis P. Johnson, CMP | | | | Lewis P. Johnson has been a leader in developing the new interactive environments in museum exhibitions.
The question was posed recently, "Where do we go from here?" What is the future of the trade show industry as we approach the year 2000 and beyond?
The answer Dear Brutus is in ourselves. How we respond to changes happening, or about to happen, will determine the vitality and the future of this form of marketing communications.
We all purport to be marketers. Marketing has become an industry buzzword almost on a par with install or dismantle. Every paper, every journal which you encounter seems to be enamored of the communications super highway. Isn't it about time we steered some of this highway traffic into the trade show arena?
Adapting Electronics
Electronics, used to carry or amplify a basic message, may bring improved results. This idea applies whether you are show management or a relatively small exhibitor. The new generations have been raised and involved electronically since inception (or should that be conception?) and are totally at home with this environment.
The idea of treating trade shows as an electronic business theme park may not be too far off. The thought bears investigating and perhaps even a set amount of research into the acceptability of the new concept.
Computer based technology has been used for hotel reservations and guest services. This has been tied to Convention and Visitors Bureau planning as well.
Exposition managers can benefit by becoming part of this and using electronics to create a more informative and more readily managed event.
Accessible information and directional kiosks could be an initial step. Interactive displays would add to the immediacy of the information flow. Involvement in all levels of the visitor experience will create a productive and memorable event. The need for show management to provide exhibitors and visitors alike a diet of informative, useful, readily understandable data must be accepted and acted upon now.
Using Digital Compression
The new digital compression technologies will offer show management and their exhibitors an excellent showcase for product and service data.
The potential benefits for attendees as well as exhibitors is almost endless. As a follow-up to attending the meeting or show, visitors receive a complete reprise on matters which they have just experienced. The disc can contain highlights of the exhibitors presentations and can also be made interactive. This allows the potential clients an opportunity to review or to ask questions relative to specific product" or services.
Associations and show management will certainly benefit by this ongoing program of client follow through. It also provides an excellent record of exhibitor performance and may well set themes for future shows.
Full Service Concept
We note, with more than passing interest, the expansion of some of the larger exhibit design and construction companies into the expanded full service concept. At one time, full service simply meant you handled installation and dismantling as well as exhibit fabrication. The new definition will move the exhibit companies from being merely a creative force to one offering research, targeted marketing and integration of the client's activities in this field of dimensional marketing.
This is an evolutionary process which has not been undertaken by the advertising agencies responsible for their client's advertising programs. As stated on numerous occasions, the agencies appear to balk at becoming involved in the trade show medium. This too shall change.
Targeted Marketing
Signs of the changing scene are appearing. Agencies are entering the fields of custom publishing and entertainment marketing. Much of this is apparently different forms of media campaigns but with a target audience in mind. The fragmentation of the mass market and mass media has made it necessary to develop non-traditional approaches to advertising and sales promotion.
It would seem to follow that the more positive thinking advertising agencies would consider trade shows in their planning for client media campaigns. Targeted marketing or niche marketing are areas where the show medium produces the best results. It is up to us to promote this idea and to provide potential users with all the necessary research relative to their campaign planning.
The Crystal Ball
More thoughts on the future of possible developments in the trade show field would include some of the following:
* There will be an increase in research activity brought about by demands for information from virtually all sectors of the industry. A data base will be developed to give trade show users and suppliers a more complete picture of the industry. The Trade Show Bureau will play a vital role in this area.
* There will be an ever increasing interest in participation in the medium by educational institutions. Research and promotion in the field will foster this growth.
* Electronic communications will play an important part in the growth and acceptance of trade shows as a major business communications marketing activity.
* There will be greater pressure brought to bear on associations and show producers to provide more meaningful seminars and learning sessions. There are tax implications and educational concerns which will assist in bringing this into greater focus.
* The growth of the trade show industry will remain somewhat level until the year 2000. An upward cycle will prevail for the next 8 - 10 years created largely by the disappearing trade barriers and the growing importance of a true global economy.
* The much discussed "Integrated Marketing" theory will aid trade show growth. Research, properly applied, should be a factor in this area.
* As more shows are managed or created by independent show managers there will be a higher incidence of sales of exhibitor goods or services on the show floor. This can create a different approach to planning and designing effective exhibits.
* With the expansion of existing convention halls and the addition of new centers there will be a gradual change in the length of trade shows. In the foreseeable future the average exposition will grow from 3 to 4 days to 5 to 7 days in duration. This added time will create a new set of procedures for both exhibitors and attendees as to how they can benefit from a more flexible timetable.
The World of Museums
Museum professionals are discovering the importance of a properly planned and organized children's museum. Creating and implementing a desire for knowledge in our younger generation is a primary objective. How this is achieved takes many forms and a wide array of approaches.
The "Please Touch" concept, while basic, has been very successful. Barriers, which previously existed, have been broken down by this method. The museum has become friendlier and a more readily accepted learning center for its young visitors.
From this the transition to interactive exhibits and interactive video was merely a matter of time and obviously budget. An increasing number of science museums, in particular, have turned to video technology as their primary exhibition device. The young visitors will learn from this but too often they become mentally exhausted by an excessive amount of electronic challenges.
Proper programming alignment is needed in these situations. A carefully developed balance between hot (participatory) exhibits and cool (more passive), will expand the learning experience greatly. Consider the museum activity as a well written book. From the various chapters it will follow as to where the emphasis should be placed to successfully relate the story elements.
As we have stated before, educating our younger generations must be a primary task for museum professionals. With the disappearing international barriers and a coming globa economy education and knowledge will be our means for survival.
While we appear to be concentrating our comments on children and science, all ages and all disciplines in our community of museums should be concerned with their direction. Progress and change are vital elements in the life of a museum. Keep the community alive!
Washington Watch
We had not intended to comment in this issue on the latest developments from that center of power within the Beltway. Whitewater, however, has become such a controversial story, it seems to be pushing all other matters off the front page.
Who did what to whom and when, is still to be determined. The investigation will drag on ad nauseum. If our co-presidents were involved, the public should be told. If they are innocent, let's get on with the business of governing. Above all, get Arkansas' dirty linen out of the headlines.
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