In the 1980s and 1990s taking part in trade fairs was practically the only way of making yourself known and having direct contact with customers and would-be customers. So we can truly think of that time as the golden age of fairs as they represented a key moment in the annual planning of every company in every sector.
Trade fairs in battle against the digital world
After the boom in the 1980s and 1990s, it looked like fairs were going to succumb to new digital technologies. But there’s no mistaking: our desire for meeting each other is part of our nature
The advent of digital technology, with its enormous potential and promise of bringing people together even over long distances, led many people to believe that the era of fairs was rightly on the wane. All the same, even though the numbers were no longer as high as in previous decades, the desire to meet people in person has always prevailed.
While balancing its resources and commitments, Carcano has always considered it important to take part in appropriate trade fairs; they have always proved to be a useful way of strengthening relations with existing customers and meeting new potential ones and, why not, of picking up notions, ideas, problems and desires so as to continue with growth and development.
So the pandemic made everyone go back to trade fairs
The Covid-19 pandemic, which forced everyone to maintain social distancing, really did enhance technology, but it also had an opposite effect and made people re-evaluate the role of trade fairs
Just how important these occasions are was made clear to everyone in the long years of forced distancing due to the Covid-19 pandemic. It is true that technology helped us to reduce the distances; all digital tools enabled us, though only partially, to maintain that contact that is so essential in every human relationship, but one thing became immediately clear: in the end, seeing each other face to face was something we all missed.
And so, when we were finally able to meet each other again in relative safety, fairs were a welcome way of catching up: and the fairs in 2022 were enjoyable occasions for everyone, both for Carcano staff and for customers old and new. Occasions for touching our products first hand, talking about them together, strengthening long-standing relationships and creating new ones.
In short, taking part again in trade events in 2022 had an agreeable feel we thought had been lost in the years preceding the pandemic, and it was wonderful to rediscover the pleasure of these moments for meeting together and sharing ideas and opinions.
Carcano at trade fairs with its lifting systems
Alongside the important investments in digital technology and its great potential, Carcano also focuses its attention on maintaining direct contact with its customer base. Starting with trade fairs
2022 marked a return to trade fairs, but 2023 will also play its part, and in particular: Carcano is planning its appearances at the upcoming fairs and we will be delighted to welcome our current and would-be customers and sector operators at our stands in various locations throughout the world. What is more: our STROPS brand also made its debut at this year’s events, alongside our tried-and-tested CARTEC lifting systems.
This certainly does not mean we will be abandoning our way in the digital world - quite the opposite: we have run lots of projects and they have all been extremely useful for us, our customers and our sustainability objectives. And those waiting to start are just as many and just as important. Our long-standing conviction has always been that digital technology and human relations are not alternatives but co-existing realities: we can say we were right.