Among all the marketing tools available and all the possible typologies of corporate events, trade fairs and congresses, perhaps, are not the flashiest but certainly the most effective ones. A well-designed stand allows the brand to showcase the best version of itself in front of hundreds of potential B2B clients. And besides, trade fairs themselves are some sort of separate galaxy the marketing universe and, hence, they deserve a separate review. That's why we bring you the 4 international trade fairs that, in our opinion, you cannot miss in general, and particularly in 2023.
Salone del Mobile di Milano
Our first recommendation comes a bit late, at least this year, because the Milan Furniture Fair usually takes place in April. But since it's an absolute must for us, we already have our eyes set on next year's edition.
The first "Salone" was held more than six decades ago. The main idea of this fair, in a post-war Europe that was rebuilding its trade, was to showcase the Italian furniture industry. With a special emphasis on craftsmanship, and therefore, uniqueness, as well as design, regardless of whether of how famous, or not, the brands were. The original sponsors were furniture manufacturers from the Federelegno-Arredo Trade Association.
It goes without saying that Italian design is a brand in itself. Therefore, a platform that gives it visibility has grown exponentially over the years. Currently, the fair brings together about 2,500 companies and over 700 designers. But also 27,000+ attendees from all over the world who come to Milan for this annual event. Additionally, in odd-numbered years, it coincides with Euroluce, the Biennial Lighting Exhibition, which is a perfect complement for interior design professionals.
CPhI – Convention on Pharmaceutical Ingredients
With over 30 years of history, this convention has become one of the leading platforms promoting the evolution and growth of the pharmaceutical industry through innovation, learning, and networking.
In terms of volume and organization, it is a true giant. It has a virtually non-stop calendar of events throughout the year, gathering over 100,000 industry professionals worldwide. To give you an idea, in 2023 alone, they have scheduled events in Shanghai, Bangkok, Delhi, Seoul, and Barcelona (the latter taking place in late October). And for 2024, events in Philadelphia, Tokyo, and Riyadh have already been confirmed.
The live events throughout the year are complemented with a powerful digital strategy. It helps keep the community united through online activities and the constant creation of relevant content.
Fruit Attraction
Another of the 4 international fairs you cannot miss is Fruit Attraction. Within the food industry, it may seem less impressive and more niche, compared to, for example, ANUGA in Cologne or SIAL PARIS. However, we would like to highlight it specifically for a couple of characteristics that differentiate it from its counterparts.
Firstly, because it has grown from the scratch, which is quite an achievement in a world saturated with trade fair activity. But what's more, this fair, based in Madrid and aimed at professionals in the fruit and vegetable sector, was conceived from its origins with a strong focus on the Congress area, unlike other similar events, which is one of its main attractions.
The next edition will take place in early October. Don't miss it!
IBC – International Broadcasting Convention
In the field of technology and innovation applied to the entertainment industry, trade fair activity is frenetic. There are numerous events around the world with quite a tight schedule. However, there is one that we would like to draw your attention to, the International Broadcasting Convention, commonly known by its acronym IBC. It’s an annual trade fair held in September at the RAI Exhibition and Convention Centre in Amsterdam.
Under the motto "Transforming media, changing perceptions" the 2023 edition positions itself as a space where the future of the global media and entertainment industry is defined and materialized. One of the main goals set by the organizers is to provide the necessary boost to the entertainment market by promoting content creation and fostering discussions about where the industry is heading among creative, technological, and business communities with the aim collaboration, learning, and unlocking new opportunities.
Furthermore, there is also a congress inside this fair offering lectures by top speakers and great networking opportunities.
