Post photo: Horse market 2020
Markets have existed since time immemorial. In the beginning they were used for the exchange of goods and for the transfer of technology and ideas between the individual groups of people and thus ensured the further development of all mankind in addition to long-distance trade.
Since the Middle Ages, market rights were the preliminary stage to city rights and ensured that cities like Heilbronn were able to develop.
Later, in addition to the most diverse markets, trade fairs were added, which enabled producers and sellers to prominently display their goods or services and, as a result, to sell them well.
The markets and trade fairs not only offered the visitor food and drink, but also other amusements, which ultimately further increased the attractiveness of the respective markets and trade fairs.
In order to make the whole thing even more attractive for visitors, market and exhibition halls were built in the larger cities, which still set standards today, with the market halls became real attractions in many places and brought the respective city international reputation.
In the meantime, the Internet and the World Wide Web have provided other and, for many people, far more convenient ways of shopping or finding out about the latest products and trends. In addition, these digital markets and trade fairs enable everyone to take part and participate in them, regardless of where they are.
This challenge, which is actually no longer entirely new, can be met by increasing the entertainment component on the one hand and strengthening the core competence of a market or trade fair on the other.
Since the former tends to result in your own event being in competition with you festivals and celebrations and thus not only "poached" in other areas, but also runs the risk of further reducing the actual and necessary clientele for the relevant stand operators.
That's why I think it's necessary to remember the actual core competencies of the respective market or trade fair and to promote and expand them vehemently. Because by increasing the core competence, these events regain the necessary reputation to be able to hold their own against their digital competitors, as well as a unique selling point compared to the other festivals and celebrations, which additionally strengthens their attractiveness to the entire audience.
Festivals and celebrations are an important part of human coexistence, but it has always been the markets and trade fairs that make up cities and help society as a whole.
"A person who can acquire no property, can have no other interest but to eat as much, and to labor as little as possible."
Adam Smith, The Wealth of Nations (1776: Book III, Chapter 2)
