Martin Besaris Describes the Best Industry in the World
In this episode, host Jeff Hannah interviews Martin Besaris (Martijn Besaris) of The Inside Standbouw, based in Amsterdam, The Netherlands. Martin describes the exhibition industry as the “best industry in the world” – and describes the amazing degree of fulfilment and excitement that it creates for him personally and professionally.
Jeff talks with Martin about how the Dutch have been dealing with the COVID-19 pandemic, and the never-ending stream of variants. They discuss it from an industry perspective, including how the government of The Netherlands worked with companies (early in the pandemic) to put together plans for dealing with employee reductions, finances, and business survival. Martin talks about the current outlook regarding recovery and return of the exhibition industry. He also discusses the return of international travel, and the administrative challenges with that.
Jeff and Martin take a deeper look into the Dutch mindset and culture regarding personal behavior, freedoms, and lack of written rules. People in the society are generally free to “do as they please” in terms of beliefs and behaviors. The Dutch tend to have a strong outlook on business, with a high degree of focus on international. Education is important and expected. It is typical to start learning English and German in preschool. Martin also talks about similarities and differences the Dutch have with other European countries as well as the USA.
Recent societal and business shifts in The Netherlands has led to more people working with their “heads” instead of their “hands.” This (along with the pandemic) has created a shortage of carpenters and other skilled craftspeople, especially for the exhibition industry. Martin urges industry associations, companies, and individuals to make a more concerted effort to expose youth to this unique industry so that they can consider it as a career option. He discusses how this industry is fun, beautiful and exciting – and offers a very broad range of exposure to other industries.
Martin talks about the various languages that he speaks, as well as how he found his way into the exhibition industry, with the help of The Inside founder, Michael Hermans. Martin discusses his current role, which primarily focuses on international sales.
Jeff asks Martin for his insights into trends and developments that he is seeing in the industry across Europe – and recommendations on how companies should adjust their approach. They discuss the value of good exhibit design and the importance of differentiation and the need to quickly capture attention on the show floor. Martin believes that companies need to more carefully consider the geographic location of where a show is located, and the targeted attendees. Too often companies create graphics in their own native language, which is okay for some situations. But in others, it’s not the best approach (i.e. Germany). Either way, companies generally use too much written text (copy) for their graphics, which nearly always gets overlooked. QR codes are growing in popularity, especially during COVID.
The Inside Standbouw (Stand Builder) has been in business for more than 25 years, and provides turn-key services for exhibitions, interiors, and events in The Netherlands, across Europe, Asia, the Middle East, and in many other locations. Michael Hermans is the founder, and owner / CEO. The Inside is well known for their award-winning design capabilities and their thoughtful, strategic, comprehensive approach to projects.
This interview was recorded during EDPA ACCESS 2021 at the The Diplomat Beach Resort Hollywood Curio Collection in Hollywood, Florida with host Jeff Hannah.
Email: Martin@the-inside.nl
