Indubitably, the 67th edition of the Milan Bicycle Show was successful beyond all expectations.
We feel that key success indicators included:
- the satisfaction voiced by the exhibitors, an unprecedented number of them expressing a very favourable judgment
- surge in visitors quantity: 45,000 during 3 days and a half;
- high incidence of professional visitors: thousands from all over Italy and several hundreds – a most pleasant surprise – for 35 different countries
- strong institutional content, as borne out by the presence of Minister Prestigiacomo and other representatives from the Ministry of the Environment, and by the sheer number of people attending the workshops on the incentive program;
- the outstanding resonance of the event on the national media
- the high quality of side events, and especially the international forum “2009, the Bike Boom” attended by Italian and foreign personalities from the worlds of culture, journalism and politics.
We are aware that there is still much to be done and we are already at work to fine-tune, remedy, improve, make everything even better.
But this year’s edition of the Show is an extremely positive starting point because now we have certainties we can rely on:
- we know that the formula works: show – boutique / paying special attention to professional visitors / seeking the involvement of institutions and media;
- and we know the timing is right (hence in 2010 : from Friday 17 to Monday 20 September)
With these premises we can add a touch here and there, do more to improve our organisation and to step up our communication efforts, especially abroad.
It is a difficult task we are confronted with: to do better every time.