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The value of participation

by Andrea Serri

Over 106,500 people visited Cersaie 2016, almost 5,000 more than last year. This calls for a series of reflections on the importance of attending a trade fair which, for the last 34 years, has proved a fundamental and unmissable appointment for architecture for ceramics, sanitaryware and most of coating materials.
One of the first key elements to participation is numbers – although quality of stakeholders never comes second. In this respect, Cersaie ranks among the most important tradeshows, registering over 100,000 visitors – of whom over 50,000 come from abroad. This great participation generates value, if we consider that all Italian architects attending Cersaie are given one school credit just for visiting the fair – a clear recognition that visiting the stands and learning about the latest product trends count as useful professional updating.
Ceramics, sanitaryware and other surfaces – the sectors represented at Cersaie – require attendance and participation so that people can touch the products directly, observe them in their different sizes and volumes, and can be informed on different product variations which are not on display at the fair but can be available on catalogue; at the same time, people can discuss the current market situation and its future trends. These are all factors requiring personal attendance at the trade show.
On the other hand, Cersaie is a modern fair, where direct and physical attendance is accompanied by virtual participation, which is developed and carried out through the use of social networks for sharing events and product trends. A planet-wide echo response strengthening the importance of participation to Cersaie at a global level.

18 October 2016

[ Editorial of Cer Magazine NEWS n. 11/2016, the Ceramics of Italy e-magazine ]

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