Why Trade Shows Still Matter: Martha on the Power of Human Connection
At SILMO Paris, we sat down with Martha, Marketing & Communication Manager at Promosalon Netherlands, the organization that connects Dutch professionals with international trade fairs across multiple industries.
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From optical and design to wine and food events, Martha works with a wide range of sectors. Her role focuses on promoting international exhibitions to Dutch audiences and helping professionals discover opportunities beyond their own markets. And according to her, one thing remains clear: trade shows are still incredibly valuable.
Where ideas and people meet
In a world where many things happen online, trade fairs offer something that digital platforms simply cannot replace: human interaction.
“Of course online tools are important,” Martha explains. “But the human connection, that can’t be replaced by AI or digital communication.”
Trade shows bring together people who might otherwise never meet. Visitors discover new ideas, products and partners, while exhibitors gain direct feedback from the market. Often, unexpected collaborations emerge simply because people start talking.
More than networking
One of the biggest advantages of trade fairs is efficiency. Instead of weeks of outreach or calls, professionals can meet dozens of potential partners in a single day.
“You meet more people at a trade show in one day than you would in months of outreach”Martha Elsdijk
🌍 Internationaal Marketing & Communicatiemanager Promosalons
Beyond networking, trade fairs also provide inspiration. Visitors can see emerging trends, experience products firsthand, and explore innovations before they reach the consumer market.
Preparation makes the difference
However, simply showing up is not enough. For companies visiting a trade fair, preparation is key. Martha advises teams to define clear goals before attending:
- What do you want to achieve?
- Who do you want to meet?
- Who in your team is responsible for which meetings?
- Planning appointments in advance and organizing follow-ups afterward can turn a visit into real business opportunities.
“Don’t overthink it: just come, but prepare well.”Martha Elsdijk
Internationaal Marketing & Communicatiemanager Promosalons
The return of human connection
During the corona pandemic, the global trade fair industry came to a halt. When events finally returned, something remarkable happened. People realized just how much they had missed meeting face-to-face. The energy on trade show floors was stronger than ever. It became clear that even in a digital world, physical events remain an essential part of how industries connect, learn and grow.
A place where industries come together
For Martha, one of the most exciting aspects of her work is the diversity of industries she works with. Every event has its own atmosphere and audience, but the underlying principle remains the same: bringing people together. And when the setting happens to be Paris, with its culture, design and international energy, that experience becomes even more special.
As Martha puts it:
“Sometimes you discover things at a trade fair that you didn’t even know you were looking for.”Martha Elsdijk
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Watch the full interview
Trade shows remain powerful because they bring people, ideas and opportunities together in one place. According to Martha from Promo Netherlands, human connection and unexpected encounters are things the digital world simply cannot replace.
