Julian Agostini
Judging the
industry
Mash Media MD Julian Agostini
wonders if exhibitions could benefit
from a truly open platform for feedback
“I
“Tripadvisor has
changed the
world, but where
is Expoadvisor?
Check-a-trade
has given all wary
consumers trust,
but where is Check-
a-contractor?”
t’s a fix, it’s a fix!”
I don’t think I’ve ever been to a raffle
where this proclamation hasn’t been blurted out
by one or more members of the audience.
It’s normally said in slightly pointed jest of
course and somehow still manages to generate at
least a titter from the other rafflers in the room.
Mainly because they are in the same losers’ boat
as there can be only one winner, so if I don’t win,
someone must be cheating.
Do we really think like that? Probably not but
there is a lack of trust in these processes which is
also evident at any business awards ceremony that
I’ve attended.
We have just completed another EN Awards; a
night for which we always receive many thanks
and accolades. I thoroughly enjoy the event every
year, as do many of the shining lights in our
industry, despite always being cornered, at some
point later in the evening, by a disgruntled loser
who wants to question the judging process.
The frustration is completely understandable;
show me a good loser and I’ll show you a loser, so I
get it. In these moments of anxiety, often alcohol-
fuelled, there seem to be very few considered
thoughts of self-analysis and reflection. The
only possible, reasonable explanation is that the
powers that be had decided who they wanted to
win, irrespective of who entered.
In the main, I am thrilled that our awards mean
so much to people and that winning, or rather
missing out, creates such an emotional response.
However, it would be irresponsible of me to ever
allow any thoughts of skulduggery or foul play to
be harboured in terms of the judging process.
I remember a year when one single company
won seven awards. There was pandemonium
afterwards: ‘fix, fix’, ‘you just give it to whoever
spends with you’. Surely that would be the worst
devised fix ever…wouldn’t you spread it around?
In the cold light of day, everyone is calm
and probably accepts the reality that the best
performances win, but you will never convince
everybody no matter what process you use.
Now the EN Awards is a Red-Letter Day in our
calendar, and I don’t want to be shooting myself
in the foot, but is there a better way of pleasing all
the people? The modern world gives everyone a
platform to be a publisher or a critic.
Social media keeps us all on our toes at all times
and that’s not a bad thing. The way in which we
seem to buy everything these days is via customer
reviews, whether it’s a holiday, a cleaner or a car,
there will be a site which reviews performance,
quality etc.
Tripadvisor has changed the world, but where
is Expoadvisor? Surely it’s a matter of time before
something like this exists. Check-a-trade has
given all wary consumers trust, but where is
Check-a-contractor? Around the corner perhaps?
Of course, nearly every exhibition will conduct
its own research, but that’s not the same as
an open platform, which can be very powerful
in terms of testimonials but also leaves you
vulnerable as you have no control (and there are
some nutters out there that will write anything!).
Would the creation of sites like these be the fairest
way to judge our industry in the future? Maybe,
but that’s only if you trust the reviews and who’s
writing them, no easy solution.
See you at the EN Awards next year or, as
Phillip Schofield referred to them on national TV,
‘the Oscars of the events industry’...now that’s a
review!
April — 67