Just lately it feels like we have been reporting on one industry event postponement after another.

If it wasn't for the ongoing Briggs & Stratton saga, we could consider changing the name of this publication to the Service Dealer Weekly Cancellation Update!

It was ourselves last week, taking the tough decision to call off November's Conference & Awards, who added to the list of 2020's casualties. Prior to this though, nothing has managed to escape the effects of the pandemic. 

National events like SALTEX, BTME, APF, Tillage Live, and GLEE have all succumbed. As have international shows like GIE+EXPO and SIMA. Also, let's not overlook all the county and countryside events this year that have fallen by the wayside. 

These gatherings often form a very important part of a dealership's calendar. Profiles are raised locally and new customers often acquired from these smaller events, which may run under the national radar. 

As an aside on this subject, I actually heard from one dealer this week who told me that on a personal level, not having to manage staffing and logistics regarding exhibiting at their local show this year, had actually made their life a lot less stressful. That said, even with the headaches they may cause, they still hoped to see them return as soon as they could.

Returning to the major shows though, we have story today which puts a slight twist on the theme of an event having to cancel due to covid. This time it's a manufacturer choosing to pull out of an exhibition that they'd committed to.

AGCO are saying they will not now attend EIMA in Bologna which has moved from the back-end of this year to February 2021, citing ongoing concerns regarding coronavirus.

More than this though, they go on to say that in the future their marketing approach will take the form of "a mix of virtual and hybrid events". They say this attitude has been informed by what their customers and dealers are telling them they want - which is less time attending live events.

In their statement, Torsten Dehner, senior vice president, general manager, Europe/Middle East says, "As the situation allows, our brands will provide omnichannel digital and individual experiences to engage with our customers in a more holistic way."

What this says to me is that 1) Mr. Dehner has swallowed a marketeer's dictionary and 2) AGCO are seemingly going to appear at fewer shows and events in the future.

This then begs the question, will other major manufacturers follow suit?

Are the days gone of arriving at a showground or exhibition hall and finding all of your suppliers handily together in one space?

It will be interesting to see what happens when we get to back to some degree of normality. Will other manufacturers look at what AGCO are proposing and think that's both an economical and safe way to reach to their customers?

Why should any company take that financial hit of attending an old fashioned show with all its direct and surrounding costs when they can run their own modern version, predominately online, and still get their message across directly to who they want to hear it?

It's difficult to know how popular an attitude that will be? My own thought is that there won't be a mass exodus from shows once they can start up again - not immediately anyway. One suspects that many will still see the great value in meeting their customers and potential customers in the flesh.

However, due to necessity, all manufacturers have been finding alternative, remote means to reach their dealers and customers this year. If these prove to be successful, will some be reluctant to go back to the old ways?

What do you think? If you ran an outdoor powered machinery exhibition, would you be nervous?