Eric Everard is the CEO and founder of Easyfairs, a privately-owned pan-European exhibitions company based in Brussels. It organises some 150 events in 14 countries, and also manages eight venues in Belgium, Netherlands and Sweden. Its principal B2B events are in the energy, packaging, logistics, transport and healthcare sectors. Everard was once a director of Reed Exhibitions, responsible for the Cannes-based Mipcom and MipTV. He founded Artexis (venues) in 1997 and launched the European Student Fair a year later. Sixteen years on, he formed Easyfairs International to launch exhibitions, and merged the two companies. In 2019, the company made €32m EBITDA on revenue of €166m, with CAGR of 22% and 10% respectively over the previous decade. The growth rate may be a result of a distinctive low-cost exhibitor strategy and of the company consistently re-investing 80% of all profits in launches and acquisitions. Easyfairs is one of the world’s 20 largest exhibition organisers and employs 600 people.
What were your earliest career ambitions and what happened to them?
During my last two years at the University of Louvain, studying Business & Management, I was also learning Chinese. When I finished my MBA in 1986, I decided to attend Taipei University to continue to learn Mandarin. I wanted to become fluent, in order to start making business between China and the rest of the world. In parallel, I launched the Belgian Student magazine.
I had to choose between those two quite different lives. I guess my girlfriend at the time preferred me to stay in Europe. She is still my wife today, so it was a good decision.
How did you start your company?
I launched my company when I was 22 during my final year at university. Not in a garage, like many others, but in a small student flat. I started publishing a monthly magazine for students. A business in a small country with two cultures and two languages.
From publishing Belgian Student magazine to organizing the Student Fair seemed to be a logical move in order to serve the community properly. I launched the show a year after the magazine and suddenly discovered the the power and profitability of a good exhibition. I immediately knew it would deeply impact my life. My startup funding was just 1 euro. Start-up mode. Fighting every day to survive – until 80,000 students came to the first show. All my financial problems disappeared overnight. We were saved. We then cloned the show in Barcelona. Three years later, we sold the company to Reed Exhibitions. I stayed with Reed for six years. Working with very talented managers there was a great experience. I learned a lot from them. After that, I decided to become an entrepreneur again and launched Easyfairs in 1997.
What’s so special about Easyfairs?
Easyfairs is focused on tightly targeted B2B trade shows. The shows last only two days and are serving national markets. I don’t allow exhibitors to build their own stands, and the largest space you can book is 4 modules of 12 sqm. A lot of digital products have been developed making lead generation so much easier and measurable. Artificial intelligence also contributes to improving this RoI and also the Return on Time for visitors. Consequently, exhibiting is very cost effective – and easy. Easyfairs loves geo-cloning successful shows in different European countries, creating a true series of tradeshows under the same brand. We run 150 shows every year.
What are your proudest of?
Having built a very profitable events company from scratch with a great team of managers and an amazing staff. It’s probably the event company with the biggest number of organizing offices in European capitals. That really contributes to successfully launching events (20 new trade shows this year!) and integrating acquisitions. It’s a true platform. Probably one of the most digitally advanced. I also love our mission statement “Visit the future” which pushes us to excel when it comes to content and serving communities.
What is your own primary role in the company?
The company is organized in national offices served by a strong HQ sharing best practice and technology. It’s a “glocal” company. Each country is relatively independent. My own role is taking care of the strategy and the M&A. Like many entrepreneurs, I really enjoy developing the company both organically and by acquiring smaller companies.
What are the vital ingredients of a successful trade show ?
We call them the “C” success factors. A clear Concept, attractive Content, strong Commercialization that attracts the maximum number of exhibitors, and great Communication to get the right visitors. At the end the show, it’s good if you serve your Community with Creativity and passion.
What will be the long-term impact of the pandemic on the trade show industry?
We will most probably evolve from event organizers to Community builders 365 days a year for 50% of our shows. Technology and artificial intelligence can dramatically increase the efficiency of trade shows that embrace them. Think of what a good, technology-led, matchmaking system does for visitors. The pandemic was, for sure, an acid test for the industry and – looking at the strong recovery of so many shows – I think we passed it successfully. But, in an increasingly digital world, we humans also need “real life” social media, face-to-face gatherings: “trade events”. So yes, I’m very optimistic about the future of trade shows.
Will the global trade show industry get back to where it was in, say, 2019? If so, how and when?
That is a difficult question because the industry is still impacted by Covid in certain region in the world. I think intercontinental travel will not come back soon and that will impact big international shows. But, on the other hand, some deglobalization, reindustrialization and pressure on the ecological footprint of trade shows will push up national, all-in shows. So, some will lose, others will grow. But the global industry will continue to develop.
Which (non-Easyfairs) exhibitions do you wish you owned, and why?
Probably the national, all-in, great shows that we still do not own in Europe…We are also looking at some community platforms that complement our events.
What are the best lessons you have learned in your business career?
Be obsessed with serving your clients. Operate O-O-O, (open-minded, objective and optimistic). Profit is a consequence, not a goal.
Which company (other than your own) do you most admire and why?
Probably Infopro. They truly serve several communities 360 degrees and 365 days a year. I also admire Informa for their concentration both on events and technology.
