The construction industry, like many others, has witnessed a growing scepticism towards traditional trade shows. Even before COVID-19, rising costs coupled with the emergence of digital alternatives led companies to increasingly scrutinise the return on investment (ROI) of attending these events. The ongoing impact of the pandemic has further weakened participation in some major international construction shows with both visitor and exhibitor figures struggling to reach pre-2020 levels.
Amid this changing landscape, however, niche construction events, such as those organised by Mediapoint & Exhibitions, are thriving. Both GIS, Mediapoint’s exhibition focused on lifting, access, industrial handling, and heavy transport, and concrete show GIC have consistently grown year on year since they were first held in 2009 and 2016 respectively.
In what has been a challenging time for the events industry overall, Mediapoint has also successfully added new events to its portfolio – Pipeline & Gas Expo in 2022, HydrogEn Expo in 2023, and the recent CYBSEC-EXPO in May 2024 – to cater to specific segments within utility construction and security.
So, what’s the secret behind Mediapoint’s ongoing exhibition growth? According to Fabio Potestà, the company’s director, it all boils down to format: short, highly targeted, and competitively priced.
A winning formula
Whereas events such bauma, Conexpo, and Intermat encompass all aspects of the construction industry, Mediapoint homes in on specific sectors to ensure as many of the visitors and exhibitors are as relevant to each other’s businesses as possible. They’re also smaller, making it more efficient to meet new contacts and get a snapshot of the industry.
And in contrast to the week-long bauma, Mediapoint’s events take place over just three days, meaning there is less expense and less time away for participants from the day-to-day operations of their businesses. Notably, when Intermat returned in April after its six-year hiatus, it had reduced in length from six days to four.
Mediapoint has been listening to industry uncertainty regarding major construction events and is determined to offer something different – affordable, practical, unintimidating, and laser-focused on facilitating the right industry connections to foster progress.
This targeted approach is certainly resonating with Mediapoint’s exhibitors. When SE10 conducted surveys at GIC 2024 in April and Pipeline & Gas Expo 2024 in May, 72% of exhibitors said that specialised events facilitate higher quality visitor interactions compared to broader construction exhibitions. In other words, while the overall visitor numbers may be lower, they meet more decision-makers and generate more new business leads. Additionally, some exhibitors said they appreciate the friendlier atmosphere of smaller events, which helps to build rapport with visitors.
With this format, Mediapoint’s exhibitors remain convinced of the value proposition of trade shows. A resounding 79% of exhibitors we spoke to said they consider trade show attendance a cornerstone of their sales and marketing strategy, with 100% committed to continued participation over the next two years.
Furthermore, the pandemic’s enforced shift to digital alternatives has underlined the importance of face-to-face interactions. At GIC 2024 and Pipeline & Gas Expo 2024, 74% of exhibitors we surveyed said they feel there is a stronger desire for in-person connection within the construction industry post-pandemic – and a staggering 95% said they prefer face-to-face events over digital ones, where it is easier to listen to customer needs, demonstrate complex technologies, and build trust.
This enthusiasm does not translate to indiscriminate participation, however. Most exhibitors said they are highly selective, attending only two to three events annually. They also recognise the power of digital communication.
Integration of digital and in-person marketing
Some exhibitors explained how they use social media to raise awareness of their participation at events and lay the groundwork for in-person relationship building. Interestingly, 16% of those we spoke to recent Mediapoint exhibitions said they are increasingly pre-arranging meetings with customers to ensure product experts are both available and well prepared to give them the most valuable experience during events. This highlights the strategic integration of digital and in-person strategies to maximise the impact of exhibition participation.
In an increasingly digital world, Mediapoint’s success underscores the enduring power of trade shows, albeit with the right format. By providing a platform for targeted interactions, efficient relationship building, and valuable industry insights, the exhibition organiser has proven that the value of face-to-face conversations within the construction industry remains irreplaceable.
Want to make the most of your exhibition participation? Get in touch. It would be our pleasure to discuss it with you.
By Hannah Kitchener
Associate Director
About the Author
Hannah is an associate director based in the UK, who leverages her strategic, campaign management, and written content creation expertise to support clients in the construction, energy, and materials handling sectors across Europe, the Middle East and Africa (EMEA). With a professional qualification in Journalism from the National Council of Training for Journalism in the UK, Hannah has strong interviewing and writing skills that enable her to craft compelling content for clients across multiple platforms. Her experience and knowledge of the construction, energy, and materials handling sectors, meanwhile, have helped her build a strong network of trade media contacts across the EMEA region, enabling her to secure meaningful media coverage for clients. In addition to her journalism training, Hannah’s academic qualifications have further honed her ability to communicate across cultures and languages. Having studied French and German at BA level, and with an MA in Translation, Hannah has a passion for inter-cultural communication, which is invaluable to SE10 in executing PR campaigns across multiple markets and in several languages.
