The King is dead...long live the King? An oft repeated phrase, and one that perhaps has been brought sharply into focus in the last month with the latest appearance of the triennial show, Ceramitec.
For the last few years, European ceramic shows have struggled. Events that were previously the cornerstones of the industry, the principal talking shops and meeting points for the great and good of the ceramic sector have seen their importance eroded, and their relevance questioned. The most recent Ceramitec admitted a 32% drop in attendance, whilst in exhibitor terms its four halls could easily have been distilled into three. A similar situation is seen at Tecnargilla, where wide walkways and artistic displays mask the fact that, in reality, the shows are shrinking. Of course, there should be no great surprise in this respect: Munich has no ceramics base to fall back on, and whilst Tecnargilla has a symbiotic relationship with Cersaie, and benefits to some degree in visitation in that sense, there is the feeling that the show has become less important in its last few outings.
In many respects, this is a great pity. European shows have a certain degree of order and calm about them, and there is something about being able to bring the World together under one roof.
However, in times where every Penny, Cent and Euro is scrutinised, marketers are becoming much more savvy about positioning their companies in the key areas that their customers are located. After all, you are surely more likely to land a deal by going out and meeting your potential customer on their home territory, minimising their disruption and displaying a commitment to their cause? Surely sales is about meeting your customers’ needs, rather than expecting them to dance to your tune?
There is a phrase that runs something like: “if you build it, they will come...” However, this is quite clearly no longer the case. It is for this reason that the ceramics industry has moved increasingly towards regional, focused shows. Ceramics China has always been a giant and a continually important global meeting spot, whilst Indian Ceramics has established itself as a premier show to hit the sub-continent and beyond and looks set to grow again in 2010.
The lessons are simple. To exhibit in a “neutral” venue, requires a great deal of faith. After all, you are expecting the entire World to come to you and in the modern era, who can really expect their customers to come knocking on the door? The dynamic of the ceramics industry shifted long ago, with the move towards Asia-based manufacturing. It should come as no surprise, therefore, that the exhibition industry, the last bastions of European dominance, are also now severely under threat.
