SHOWS OPINION


Brands are more valued than ever


Why your brand may be worth so much more now as 2020 trade shows were cancelled by Angus Kennedy, Editor, Kennedys Confection


W 20 Kennedy’s Confection December 2020


e really are in new territory. Early December 2020 saw the postponement of Interpack for the second time, after a much more painful ‘first cancellation’ (well, they did try to stage it again,


so let’s give them that!). But it was too close in our opinion, to ISM and ProSweets anyway; it was all looking complicated.


Sighs of relief are heard across the industry, with many agreeing that it was the right decision to cancel Interpack February 2021. However, many have been left with hotel bills, travel plans and no refunds. But find us an industry that has not been disrupted. Whatever our governments are trying to achieve, they have achieved one thing – the collapse in many people’s support for authority and a huge growing feeling of distrust. Many industries have been decimated almost entirely – the exhibition industry being one of them.


There are hardly any shows now. I believe Gulf Food is running in February 2021 still (correct at time of writing).


Now we will be looking for new ways to sell, promote and be heard, and yes, consume too. Yes, we too are fed up with Zoom already. It’s not the same, and it’s likely the exhibitions that have been part of our entire media planning focus will come back hard with lost ground to make up. Perhaps many will have found new ways to promote and meet clients, because we have had to. Many things have changed for good and a new type of media landscape will emerge next year where many of us find new ways to meet and share our product promotions. Exhibitions could be ‘part of’ and not the main focus. Some people say it was time for change anyway, to make way for smaller, better value, micro events. So, only time will tell what is in store for 2021.


KennedysConfection.com


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