The future of exhibitions

Myself and Tamara from Liv Design went to the Motorcycle Show at the NEC this weekend. I've personally been nearly every year for the past 15 years or so, so as usual I was full of excitement at seeing the latest manufacturers products, visions of upcoming technology and the latest designs. Now I already knew that Honda had pulled out, a result of it's ongoing struggle to save costs in light of the credit crunch, so fair enough. What we weren't prepared for though was what could only be described as a route by the rest of the motorcycle manufacturers. Now given that the show is described as 'international motorcycle and scooter show' you would think that the whole industry had gathered to showcase it's wares to the hungry and lucrative UK market. Not so. Missing were Harley Davidson, Honda, Moto Guzzi, Aprilia, MV Augusta, Peugeot and Gilera. Ducati had a tiny stand with just TWO bikes on and US brand Buell are no more having been scrapped by owner Harley Davidson.

So with all these leading marques not showing, and the show being smaller than previous years, you would think that the ticket prices would be cheaper? Sadly no. At £17 each ticket, plus £8 to park (you have no choice in the matter) and nearly £5 for a burger it's not a cheap afternoon out. I won't go next year. And how many of the manufacturers also won't go? My fear is that this will have a knock on effect. Nothing to tempt the public there means less visitors and less exhibitors.

But why should companies exhibit? Or why should the public visit? There was a time when new models were showcased, everything was new. You went to the Bike Show to find out the news. Now, with the internet the news is already out. We've seen and read reviews of the models on the websites, we can check out the bikes in the flesh at the dealerships. So what is the purpose of the show? And having to pay £17 to have a look at something you've already seen? The Car Show used to be at the NEC, alternating with London, and that no longer comes 'up North' as it's not profitable. Fewer manufacturers exhibit there each year too. Could this be the future demise for all shows? It's becoming something of a dinosaur, complete with lads having photos taken with lycra clad ad girls. In much the same way as TV advertising has had to change, so too must exhibitions. They're expensive, time consuming to design, build and manage. And do they actually result in direct sales? I think not for the bike manufacturers. It's sad to see, but times have changed for all sectors of the retail market. It's not simply a case of just showing your product and expecting people to buy it. It's hard to suggest an alternative. We'll just have to see if this is a natural dip or a slippery slope for wither the Automotive sector or retail in general. Let's hope not...