EIMA International and EDP, the "exhibition mix"
The showcase organized by FederUnacoma is the first example of an agricultural machinery exhibition with a mixed formula that includes a digital platform and a traditional physical showcase.
The health emergency has accelerated the spread of "remote" systems, and the spread of virtual reality platforms is also expected in the exhibition sector. The most effective model is based on a virtual exhibition alongside a traditional physical one. This is the direction of the EIMA project, the great global exhibition of agricultural machinery, which will hold its virtual edition from 11 to 15 November 2020 and the traditional. The new prospects of the exhibition sector were discussed during the annual General Meeting of FederUnacoma, the Italian association of manufacturers, held on 25 September in Bologna, attended by public authorities and industry experts.
Sabina Addamiano, professor of marketing at the University of Roma Tre, analysed the changes caused in market dynamics by the Covid-19 emergency. "The presence of Information Technology in the exhibition context is a process that will grow in the short term - added Addamiano - but it will not replace the experience of the physical exhibition, which is not only necessary in the case of capital assets such as agricultural machinery, but which in the psychology of the businessperson and the visitor represents the relational dimension and the emotional element, still fundamental in marketing."
Francesco De Nobili, consultant and trainer in the field of integrated digital marketing, addressed the issue of promotion and preparation of exhibition events through the tool of webinars. "With one-to-one and one-to-many videos and video editing techniques - De Nobili highlighted - the language of marketing is undergoing rapid changes, giving a fundamental role to the permanent training of companies' marketing staff and sales force".
In this landscape, which confirms the importance of traditional exhibitions, the organizational factor becomes decisive, and in particular the support of the Ministry of Foreign Affairs and International Cooperation, and the ICE Agency. They are committed to establishing forms of support for businesses and implementing "green corridors" that allow foreign visitors to participate in exhibition events under safe conditions and with fast health checks. The Director General of the Directorate for the Promotion of the Country System of the Ministry of Foreign Affairs and International Cooperation, Lorenzo Angeloni, noted the strong export vocation of the Italian agricultural machinery sector, which has shown that it can compete successfully on the main global markets.
"Today other opportunities may open up for Italian companies, not only in Europe and the United States, but - said Angeloni - also in Asia and Africa, where there are extremely interesting growth prospects. The work of our network alongside companies can help them seize these opportunities". Among the support tools developed by the Ministry, Angeloni mentioned the Export Pact, which follows six directions relating to training and information; communication of the Italian brand in the world; integrated promotion through the diplomatic network abroad; e-commerce; exhibition system (with green corridors); low-interest financing, also through the 394 fund. Managed by Simest and aimed at the internationalization of Italian companies, the fund provides for measures supporting exhibitions with an international profile.
