But I Don't Care If You Don't

First of all, I am terribly sorry that the following criticism seems to be directed at a particular exhibition venue and an organiser, neither of whom can be accused of any particular failings (for

Photo: Tesa Robbins / Pixabay

I fear that these are generic issues on a large part of the exhibition industry). But, unfortunately, I did happen to notice them last weekend, when I visited two closely related events in a vibrant metropolis in the norther part of Italy. So I apologize that the Italian colleagues, of all people, are now getting my displeasure.

It's all the more tragic as both events were really great in terms of what they offered and how they were staged. I experienced gorgeous exhibitors with inspiring products. The atmosphere, both on the exhibition grounds, and in the city, was fantastic, the hospitality was typically great and I had the feeling of being in the right place.

If there wasn't this big "but": my customer experience as a trade visitor was a huge disappointment along the entire customer journey. And it affected the successs of my visit (in a negative way). While ticket purchase and registration were still comparatively easy, the preparation for the visit presented me with major problems. Although there was an elaborate app, its usability was simply not mature. Finding and evaluating the relevance of potentially matching exhibitors was painful and I didn't succeed. Well, I almost did, but I couldn't set up a bucket list with stand numbers, so I had to redo that all manually!

Once I arrived at the fairgrounds, I almost failed to use my pre-reserved parking space. As expected, the reservation confirmation was in the pre-selected language English, but the decisive instructions were only in Italian. I bet you imagine how it feels to be at the barrier with a bunch of honking Italians breathing down your neck!

I have to admit that it was my first visit to that venue - but after all, I am an experienced visitor and I am used to finding my way around in foreign surroundings. Unfortunately, in this case, I got lost quite often. The central access axis between the exhibition halls does offer a good overview and is also magnificently designed. But the transition to the desired hall was regularly difficult. Why there were halls 14 and 18, but no 16, and halls 6 and 10, but no 8, remained a mystery to me until the end of my visit (after my return I eventually found out that there is another level of halls where those were hidden).

Getting from one hall to the other was the next challenge. Either I was forced to climb two floors to reach a terribly dilapidated passage, or I had to go into the rainy open-air area. For such a pretty young fairground, this was truly no mean feat.

The next day: different event, different setting, similar problems. But again, I speak of a great event, and that is its undoing here. The app showed some 800 showrooms spread all over the city. If you only have one day, like me, you are grateful for any orientation. But here, too, the support could be greatly improved.

To make a long story short: I fear that even after three years of the pandemic, we as an industry still haven't learned our lesson in digitalisation. Because that's what it's all about here in the first place: the digital professionalisation of the customer journey so that the show is a success - for me as a visitor! As is often the case, the exhibitor side was well catered for here. As a visitor, however, I often felt like a third wheel. But changing that would require an intensive examination of visitor needs - a target group with which organisers have traditionally been estranged, because they contribute - at least at first glance - far less to the operating result than the exhibitors, who have always been pampered.

I'm afraid we won't be allowed to get away with it for much longer if we continue to focus so strongly on our exhibitor's needs. "The Cure" described it aptly in their song "Let's go to bed": "But I don't care if you don't". Someone will have to make the start, and I'm pretty sure it will have to be us as organisers.