I see the relationship begin with a handshake; a friendly yet professional commitment between a retailer and supplier. This symbolic gesture, offered at a trade show, has withstood the test of time. Trade shows themselves, however, are barometers of the economy, experiencing parallel ups and downs. Ten years ago, I would not have predicted the breadth of the economic fallout we’re seeing now.

To survive, we evolve. We try to produce the kind of marketplace our constituents need now. The New York International Gift Fair® (NYIGF®) and the Gourmet Housewares Show® are constantly evolving to meet the needs of thousands of gourmet product buyers and suppliers from across the globe who depend on these markets.
Technology, in particular social media, has become part of the equation. But it’s not the only factor that has changed trade shows. The location, timing and composition of our events also have changed to improve the experience for our customers.

The Evolution
We’ve weathered past economic ups and downs by listening to our customers — both buyers and suppliers — to ascertain their needs. We improve our shows accordingly.
Buying patterns have changed over recent years. Retailers need to see new products more frequently to keep their merchandise mix fresh. Still, they’re looking at more financially viable buying options, so regional shows have become important. We’ve always offered East and West Coast opportunities for regional buyers.
The purposeful co-location of complementary shows is another part of the evolution. It makes sense to combine compatible marketplaces in the same location and time frame. Retailers can buy broadly and deeply across product categories. Exhibiting companies benefit from a critical mass of attendees.

The Gourmet Housewares Show’s move back to San Francisco this summer is a perfect example of the benefits of co-location. This show is vertical and specialized, and because it is a smaller show, buyers can spend more time building relationships and developing programs with suppliers. The product categories nicely complement what’s offered at the San Francisco International Gift Fair® (SFIGF), which takes place at the same time. Plus, there’s the added benefit of being in San Francisco, the heart of the culinary world.
The Gourmet Housewares Show is a nationally recognized and acclaimed event. The SFIGF is an important regional show. The timing and synergy work for the industry. Plus, together, they draw the largest possible attendee base.

The Online Effect
Over the past decade, the advent of Internet retailing has impacted brick-and-mortar stores, allowing them to expand their geographic reach. Smart retailers have become familiar with the ins and outs of social networking. Trade shows also have to incorporate technology, but it won’t replace the shows as a place to find new suppliers, or as a three-dimensional venue for product introductions.

For the past two years, dmg world media shows have included both a directory search and an Online Catalog Gallery on their Web sites. These tools save buyers considerable product-sourcing time by enabling them to view products prior to market, schedule appointments in advance and arrive prepared to place orders.

It’s also a valuable post-show tool for buyers who have limited “open to buy” at the show and need to finalize their buying. Naturally, reorders will increasingly transact online.

A Certain Future
Trade shows remain essential to our industry. Nothing can substitute for the handshake, for the interpersonal relationship. Yes, NYIGF now has a Facebook and Twitter presence. But we also put the entire industry in a room for nearly a week; that’s impossible to replicate online. Buyers come to the Gourmet Housewares Show and the gift fairs to learn about what’s new in the marketplace, to find the unique products that give competitive advantage, to increase business acumen through educational programs and to socialize with industry colleagues.

Right now, we’re all concerned about price. Large retailers all are offering the same thing, at the same price. Consumer discretion is the backlash, so entrepreneurs are stepping up to meet the demand for distinctively different products. Gift and home trade shows showcase the new and unique. The dmg world media shows excel in bringing these cottage industries to market quickly, putting small companies on a level playing field with the big guys.

The role of the trade show doesn’t change in a rough economy. Its purpose, its significance, remains to bring buyer and seller together, face to face.

As the executive vice president of business-to-retail for dmg world media, Alan Steel oversees all corporate strategic planning and direction for the B2R sector, which includes all GLM operations, dmg world media’s North American gift business on the West Coast and in Canada, and Surf Expo group. Prior to this, Steel served as executive vice president, GLM®, a dmg world media business, with responsibility for all marketing efforts, new business and e-commerce. He joined GLM in 1982, bringing more than 15 years of experience with the British government in a number of trade-related positions. He’s a member of the International Association of Exhibitions and Events (IAEE), and has been named to Home Furnishings News’ “Power 100” annual list of executives in the home furnishings industry consistently since 2004.