Industry musings, opinions and thoughts along with helpful and constructive information about marketing trends.

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manor marketing curve
12 Jun

Tell me, I forget; show me, I remember; involve me, I understand

With increasing budgetary constraints across many markets as global economies continue to shift, the aging question of the value of trade shows often come under scrutiny.

Whatever your view on trade shows and similar events, I take the position that they remain valid, productive, and highly worthwhile.

“Why?”, you ask.

As I often say, “There’s still no substitute for face-to-face”, and consider this, abridged from a recent report from the IABM (an international organisation well-placed to know). Asia-Pacific is the fastest growing region in the world and is home to some of the world’s largest economies, including China, Japan, India, and Australia – not forgetting burgeoning economic growth potential in places like Indonesia and Malaysia.

And let’s also not forget that the Asia Pacific region is vast. The Pacific Ocean, from which the regions borrows its geographic name, covers 30 percent of the earth’s surface.

Better to take a flight to Singapore, where more than 40 countries will come to you.

As referenced in the IABM report, “According to Rapid TV News, revenues from television episodes and movies on OTT platforms in the APAC region will grow from the $21 bn in 2018 to $48 bn in 2024.”

And that’s only one segment of our industry. Consider if you will that accessing even a tiny slice of, say, .005 percent of $48 bn equates to $2,400,000, which would not only pay for the trip to Singapore but possibly secure your future. On the other hand, you could spend it all on visiting the companies you missed by not attending ConnecTechAsia, BroadcastAsia, CommunicAsia, and NXTAsia when they would have been handed to you along with a delicious bowl of Singapore chilli crab.

It’s your call, but I know where I plan to be.

In terms of the broadcast and media industries, one of the most singular aspects of the APAC region is that it is incredibly diverse. One size most definitely does not fit all. What is an issue, challenge, or opportunity in one region can for a variety of reasons be an afterthought or non-starter in an adjacent region. I still believe that you have to talk to people first-hand to know the difference.

It’s also true that various transitions to a range of formats, resolutions, and multi-platform delivery workflows are moving at pace, but at very different stages in disparate regions. If you don’t already have a full-time presence in the region, to truly identify the individual requirements and reach not only those markets, but the people in them, you need to develop, expand, or introduce your products and services in a way that is relevant. And for that, you need to have an understanding of what is important to them. To borrow the Chinese proverb, “Tell me, I forget; show me, I remember; involve me, I understand.”

That’s why I, the clients I am going there to support, and those I plan to meet or reacquaint with are going to ConnecTechAsia – to remember, be remembered, and most important, to understand - and it’s why you should be getting involved, too.

Otherwise, you’ll forget.

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