Miles Baker-Clarke, strategy and creative guide Fusion Media submits his opinion Velophollies.

Trade exhibitions became industrial trade reports, connecting the threads from each corner to one place at the same time. They have always been important, after all, business is usually done through coffee, beer or… frits, even if contracts are signed in the meeting rooms.

As one of the most famous agencies of our space specialists, it is not difficult to justify the participation of exhibitions. The extent and place of the exhibition usually causes the most internal conversation when we find out our holistic goal of visiting. Trade exhibitions mean brands that are very important to me as the head of business development and strategy Fusion Media, but brands almost always mean the media.

Because of that two -way option, we often descend to exhibitions. Some work directly with our customers on display, on the side, with launch or other independent activity-to spend time supporting many international media output, attending most of the larger shows. Then I spend time with clients in a business relationship or upgrade business and find out how the industry solves its latest problems.

Velofollies is a great example of this, but I will recognize a certain degree of skepticism, as a seemingly less well -known show can provide enough value throughout the agency, never before participating. To reduce the punch line, my prejudice could not be more incorrect. Where I depicted a small, very local, perhaps regional exhibition, which is mainly led by retailers and distributors, I was met with all the gorgeousness and Polish, which you expected in more well -known exhibitions such as Eurobike or Taipei.

The big halls were packed with brands and consumers and energy. Although it was hidden by local brands and, of course, local teams, I was pleasantly surprised by the international participation of some major industry players, including our client Van Rysel. Consumers will also feel the same bustle with a lot of things to see, to drink products, beer and Rouleur Live, reminiscent of Rouleur Live, London.

This observation question: what do people really want from the trading exhibition? While this is very different in view of the person as an agency, we want a healthy dose of inhalation, the right people in the room and are socially sufficient to have a good atmosphere for work. After all, most shows require days of home, hotel room pillows and tens of thousands of steps a day, so there must be some balance.

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I think Velofollies introduced all three of these things. This year, he saw several new bicycle launches coordinated with the show-kuris, as a bicycle Geik, always welcome to the former Benelux, Dach and French regions wandering with halls or signing autographs on their stands. A great combination of the brand, starting with smaller local brands or Benelux distributors to large international brands with many central and local teams. Finally, a great vibe, with the Belgian brand spirit, well visible in each hall, from music to food to Belgium Ales. The respected mention for Cortrian is, of course, one of the less well -known Belgian cities from my perspective, but with easy transport links, suitable restaurants and accessible hotels.

All in all, Velofollies earn yourself a solid 9 out of 10. I am going to give a point for a few things. First, how In the past, this is a year. You barely come back from the Christmas break and jump to Eurostar and France. Of course, this is a meaningful sales cycle, but as an agency, January is enough dryness; Why not turn it on with the early classical season would definitely gather things. I also think that the organizers still have to fully understand the international potential they have in the exhibition, with transit, booking and information about information about the big German show. Also, I can’t help to make more of the wonderful city mobility in Cortrijk, promoting, for example, transit to an exhibition on e-curses. The weather is finally. It is not their fault – it is Belgium -, but all the time we were in Cortrian, which means you have little choice but spend all your time in the halls, no daylight and no respite. All relatively small things, but when someone is visiting, perhaps 10 shows you a year, you notice these things.

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