“As an industry we should act as a role model”

Interview with John Swaab, Leveranciersdagen

Mr. Swaab, what is the situation on the Dutch market?

John Swaab: I have never experienced such a situation in the twenty years I have been organising trade shows. Yes, of course there were crises and times when it was difficult to keep one’s head above water. Haptic advertising lives from economic growth and is quickly written off as being unnecessary when times are hard. But this time, the crisis has a very clear reason and unlike other crises, there is a “scapegoat”. That’s why I am hoping that the market will recover faster than in the past – even if Corona is presenting almost all companies within the industry with great challenges and unfortunately not all of them will survive.

The PromZ Live that was originally scheduled for May has been postponed to May 19 and 21, 2021. You are, however, planning to stage the Leveranciersdagen in September. Under which circumstances can the show take place?

John Swaab: Trade fairs and congresses have been permitted to take place in the Netherlands since July. Appropriate security measures are of course a requirement – e.g. Temperature scans at the entrance, appropriate hygiene measures and compliance with the 1.5 m distance. We’re not talking about public events with tens of thousands of visitors, but about trade fairs that can be organised so that they are “Corona-proof”.

Which measures will you implement in this connection?

John Swaab: The Leveranciersdagen are being held at the Expo Houten on September 2 and 3. We will be occupying around 5,000 m² and are expecting between 120 and 140 exhibitors to participate as well as an attendance of around 600 visitors a day. We will be adhering to the guidelines of the professional association, CLC Vecta. The safety distance of 1.5 m will of course be observed, as well as hygiene-promoting measures such as the frequent washing of hands. We will provide masks to those people, who require one. Part of our health check at the entrance is also the temperature scan in a bid to guarantee the safety of our exhibitors and visitors as well as possible. Furthermore, the visitors will only be granted access after pre-registering, so that we know how many people to expect. If necessary, we will work with time slots in order to distribute the number of visitors throughout the day more efficiently. Several aisles will also be turned into “one-way streets” with the aid of clear sign-posting.

Won’t these measures reduce the attractiveness of the trade show?

John Swaab: Everyone has spent so much time sitting in front of their computer and telephone displays during the past months that I really do believe in face-to-face contacts now. It is possible to conduct a good trade fair in spite of necessary hygiene and safety regulations, where – even at a distance of 1.5 m – the focus lies on the personal exchange. A trade fair where we can discover new products again, see, feel and smell them.

Are there doubts among the exhibitors who already registered for the trade fair prior to the Corona outbreak?

John Swaab: Panic prevailed shortly after the outbreak of the pandemic and everyone pulled the emergency brake, but now it is sort of all becoming habit, a new reality that we have to learn to deal with. There will probably be less exhibitors compared to the previous year. This hasn’t anything to do with the fear of becoming infected, but indeed has more to do with the economic situation of the respective companies. Many are shying away from spending money.

What advice do you have for potential exhibitors, who are still hesitating to participate?

John Swaab: There are several reasons why it is important at the moment to show presence: The last quarter has always been the most important in terms of turnover for the distributors and suppliers, but now since the second and third quarters practically came to a standstill, the companies have to implement measures after the summer break that will save the year. Beyond this, the months of the lockdown made it clear how important trade shows are as a sales market for promotional products. Around 30% to 40% of the industry’s turnover are earned in connection with trade fairs and events, in other words with visitor gifts, give-aways or clothes, for instance. Now, where so many events have been cancelled or postponed, we the promotional products industry should act as a role model. The ball has to start rolling again somehow and we have to take the initiative. All visitors, who take the trouble to attend the trade fairs have to go home with fantastic products and inspiration. The least we can do for them is to demonstrate how it is done. The show has to go on!

Have there been a lot of changes to the programme?

John Swaab: During the Leveranciersdagen, we normally organise a get-together on the first evening that is sponsored by the Dutch industry association, PPP, which is followed by a copious evening meal with an award ceremony and around 330 guests, which over the course of the years has really developed into a big-scale event. Due to the restrictive circumstances, we have decided not to have an awards dinner this time. The judging process necessary for the award ceremony is also hardly realisable. We weren’t able to visit the nominees, the jury members can’t just sit down together to discuss the entries and the usual selection criteria doesn’t apply this year either. We will still have a get-together with drinks, which will take place outside this year.

Will “Corona products” also be on display?

John Swaab: In high numbers. In the twenty years I have been organising fairs, I have never seen an exhibitor selling face masks, but I am sure that lots of masks will be presented this year. Hygienic key pendants, which one can use to open doors or press buttons – which isn’t a new product incidentally – will be numerously represented. That is what makes our profession such fun: The flexibility, with which the companies react to the trends and demand.

Which developments are you expecting in the near future?

Our industry has been really creative over the past months regarding new products and fields of business, but that doesn’t suffice alone to compensate for the turnover losses we have suffered. The entire event marketing sector has for example completely come to a standstill. Now, where life is gradually getting back into the swing of things, the brands are starting to battle for the consumers again too. Haptic advertising offers huge options here. But we shouldn’t just lean back and wait, but instead do some lobby work for our own cause ourselves. Even, if it is difficult: The only way is to think and act proactively. I think it’s time for both suppliers and distributors to show their guts and be at a show, to be active. If we don’t do this as an industry, we can’t expect it from our customers either. In any case, we want our trade shows to contribute towards getting the communications within the market going again.

This text is based on an interview, which appeared in Dutch in the magazine, PromZ Vak. Printed with the courtesy of Het Portaal Uitgevers.