Today I found two symptomatic examples on how the exhibition industry handles (or ignores?) its future role in marketing: Image videos from German Spielwarenmesse and German Exhibition Association AUMA.
Professionally made, of course, and charming. Still focusing on venues, stands, and products, however.
It's - of course - where exhibtions come from: Sales promotion. But: Shouldn't we at least start focusing on new, additional benefits, beyond that? Is it brainless, froward, or calculating (to focus on history and present, instead of focusing on the future)? What do you eventprofs think?