Some are thinking that a vaccine is the answer. Olaf Schefel of Caotech BV told Kennedy’s: “We are of the opinion that trade shows only work when we are ‘free of COVID-19’, meaning there is a vaccine. Organising trade shows for the coming months will lead to a disappointment, as not many (international) visitors will be willing to take the plane. We understand the organisers, such as Messe Duesseldorf, will take precautions to ‘motivate’ people to come. Also, we should not forget all ‘social’ events, like dinners, receptions, etc., will be cancelled ‘around’ the fair, making it even more less attractive. So, we are considering our position.” Paola Frischini, Marketing Manager, Cama Group, is also not convinced and doesn’t think it should go ahead. “With reference to Interpack, I think the 2021 edition should be cancelled, bringing it back to its natural frequency – to reposition it in 2023. It’s clear a vast number of customers and prospects will not to visit the 2021 edition, among them the representatives of both the big multinational corporations as well as the majority of the other companies. Especially those located outside Europe. If tradeshow organisers wish to survive, the overall formula needs to change.” Greg Meredith, Managing Director of Ecomec UK Ltd. added: “For what it’s worth I’m surprised ISM/ Prosweets and Interpack are going ahead. They will be poorly attended and might be considered a waste of money by any attendees.” Kevin Wymbs, Director of Wymbs Engineering Ltd in the UK pointed out the difficulties and challenges of attending if he did decide to go. He told Kennedy’s: “Across the board our agents in Australia, South Africa, South America, Chile, Brazil, Uruguay and Mexico told us it’s unlikely they would attend. Even our agents in Spain, Italy and France said that unless there is a vaccine, they would be unlikely to attend either. “But that’s not the only issue with us. We are not a huge business and can’t have a big stand, so with the restrictions and distancing in place and with the size of the stand we have, after our two staff are on the stand, it only leaves space for just two visitors! It’s amazing that they were considering having a show. No more than four people will be allowed on our stand at one time. “Interpack has been a great show for Wymbs, but we have always been treated a little with disdain from their UK agents and feel we get pushed around and don’t feel any goodwill. Going forward, I think people will look for other ways to meet. The big shows are starting to become a little old fashioned, so I would rather spend money on targeted meetings with people that want to see us. It’s rather like fishing; at a show you just wait. We don’t find a customer at a show, they are generally people we know already so I think things are set to change.”
Editor’s View
NEWS
BREAKING ISM and
ProSweets Cologne
cancelled in 2021 due to the pandemic.
See next issue for full report.
We have attended Interpack for many years and like many of our clients and readers it’s clear that these are indeed challenging times for the exhibition companies. They need to survive – it’s as simple as that. What else can they do? Few are allowed to travel and nobody knows what’s going to happen. So, if there is a trade show, we all know that it’s going to be a fraction of its size and we won’t be allowed to do that much in terms of getting social. Isn’t that the whole point? Is it therefore cheaper to exhibit and attend now? How much do the exhibitors get refunded if they wish to pull the plug for Interpack and is that a fair deal? These are all things that will affect the long-
term future of the industry as people might look to do things in other ways. I spoke to many more people that preferred not to be quoted but feel that one should not be asked to travel at all as it’s an unethical thing to do, knowing that they are potentially being asked to take a health risk. Exhibitors will no doubt lose out after having
probably already lost money on hotels from their May 2020 bookings. Technology ages and much of the technology should have been ‘viewed’ in May 2020. Perhaps it is getting a little late to present and much of this process and packing technology is being now published and or being released. Subsequently the wow factor of waiting for the show has, I believe, waned considerably. Many deals could have already been done by the time the shows kick in. On the other hand, we spoke with both ISM and Interpack press offices and they are of course, really helpful and seem to be doing all they can. Let’s face it, none of this is their fault. Now this is all about offering outstanding customer service to exhibitors who already have endured a huge headache. Exhibitions like many of us, just got caught up in COVID-19. But we all have to accept that taking a stand will be very different from what it was. On the positive side, those of us that do go to trade shows, in general will be guaranteed to meet those that really want to do business. I also did a hotel check and did see some good hotel offers; now so that’s really is quite refreshing.
KennedysConfection.com Kennedy’s Confection November 2020 31
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