By Cathy Breden, CAE, CMP
There has been so much talk over the last couple of years about how technology and consumer behavior is changing the trade show model. In this age of having access to information, I subscribe to many news feeds to try and keep updated on trends in the larger business environment and how they might apply to or impact exhibitions.
An article I saw recently published by McKinsey & Company, “How the mall business can reinvent itself for the digital age,” resonated with me. The concepts in the article are the same we are using: how to reinvent or change the trade show model that has been in existence for decades. Certainly, the retail industry is in a period of massive disruption, brought on by the likes of Amazon. We compare the exhibition industry to the retail industry, because after all, our industry is a marketplace…
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