News at the end of last week concerning the acquisition of Whole Foods by Amazon struck fear in the hearts of some trade show organizers. At least it did for those who have lived through the pain of industry consolidation before.
The theory is that, as big companies gobble up slightly less big companies, there are fewer and fewer exhibitors on the showfloor.
Indeed, it does seem like there are now two big companies – Amazon and Walmart – who are fighting tooth and nail for the opportunity to sell everything to everybody. What makes it interesting to watch is the fact that, while Walmart has worked hard and made enormous investments to move online, Amazon is now trying just as hard to be an online vendor in search of a piece of the brick-and-mortar market.
The conventional wisdom for obsessive show organizers is that big companies like this don’t need a trade show to look for products and services to sell: The one-time exhibitors will go straight to Walmart or Amazon instead. It is true that plenty of vendors are camped out in Bentonville, Ark., but I have indeed seen attendees at trade shows with the name “Walmart” on their badges.
With just the shows I have personal experience with, I’m thinking of events like Natural Products Expo, American International Toy Fair and ABC Kids Expo. All these are shows that make room on the floor for innovations in their industries and for start-ups with new products.
Go to Natural Products Expo on a regular basis and, with every visit, you’ll see a new trend in natural foods nobody had ever heard of the year before. The same with toys at International Toy Fair. This is where the Walmarts and Amazons of the world go to find out everything they don’t already know.
And what about the entrepreneurs who are constantly sussing out the latest technology or overnight phenomenon and building a show launch out of it, providing a platform for companies nobody knew existed. Remember a couple years ago when you heard about the first trade show focused on drones? Or how about a few years earlier, when International CES introduced the Internet of Things to the world, and I discovered a handful of smart event organizers had been launching conferences on the topic for years?
As global commerce continues to consolidate, there will be less and less room for lazy event organizers, and more and more opportunities for fast-thinking entrepreneurs.
Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at firstname.lastname@example.org or 323-394-0902.No Fields Found.