Service Dealer has been talking with manufacturers and dealers during these early weeks of 2021, what they believe the outlook for trade shows and exhibitions for our sector might be this year.

In all fairness, it's a tricky subject to discuss with any great authority right now, considering just how up in the air the wider circumstances are.

This week we seem to be hearing quite positive news, with infections coming down and vaccination numbers going up and up. So perhaps some optimism regarding in-person events taking place this year may be warranted?

However, without wanting to be a doom-monger, we do know how quickly the mood can change. It's perfectly possible for unpredicted set-backs to occur and throw everybody's well intentioned plans into disarray.

Being the organiser of a trade show in 2021, certainly isn't an enviable role!

Equally, companies who might choose to take a stand at national or a local show also find themselves in an uncertain position. Pressure will be felt to commit to appearing - but from what we've heard in recent weeks, there's mixed feelings on this front.

Yes, companies see the value in meeting dealers and end-users face-to-face - but are there too many shows in our sector, taking place too frequently? 

Also the key unknown this year is, even if shows manage to open their doors on the dates they have scheduled, will enough visitors choose to turn up on site to make the endeavour worthwhile? Whilst there will likely be a swathe of people who are chomping at the bit to be allowed out and get back into the swing of things again, I'm sure there will be plenty of others who have an understandable nervousness regarding mixing in large crowds this year. 

An online answer?

So are virtual events the solution? We heard last week how one worked perfectly for Ernest Doe and their customers. They were able to accurately quantify just what a resounding success their show with a difference had been, due to the strong sales element which was part and parcel of its composition.

A more conventional trade exhibition doesn't so much have direct sales at its heart though. They are judged as a success by different criteria. A "good show" is deemed as such on its attendance or by more intangible factors such as contacts made, leads gained, future business planned, etc. Mostly elements which benefit greatly from in-person interaction. Hence why you might argue, that we haven't' heard too much enthusiasm for online exhibitions before now.

It doesn't seem unreasonable to imagine that organisers of shows for 2021, who haven't yet thrown in the towel for this year, will be feeling anxious about their event's prospects. If they can sign up exhibitors, and if they can open their doors on their planned date, will an audience turn up?

We feature a story today about the Cereals Event, due for June, changing things up and offering free entry to punters who sign up now for an early bird ticket. Organisers say this is so visitors will have a physical event to look forward to. Another way of looking at it might be, it's a move by the organisers to do their best to maximise visitors for the companies exhibiting?

Your thoughts?

So with all this uncertainty, we thought we'd ask you, our dealer readers, what your thoughts are regarding attending shows this year. We have a short survey today, with a few key questions, that we'd very much appreciate your thoughts on.

Fundamentally we'd like to know if you are planning on attending an in-person event this year. If so, which ones in particular; if there's a time of year you would prefer, and what format you'd be most interested in? We would also love to hear your opinions surrounding the trade show scene in general in 2021.

Once again we thank you for your feedback which will greatly help us in our conversations with suppliers and trade show organisers going forward. We will share the results and a selection of you comments in Service Dealer.

TAKE THE SURVEY