What can The Simpsons tell us about trade shows?

MF: I saw your presentation at a conference for independent exhibition organisers. You showed a clip from an episode that exemplifies how exhibitions inspire entrepreneurialism but at the same time, the stands were using outdated sexism and objectifying women to sell products.

SB: Ah yes, ‘Mr Plow’. It’s an episode that creates a lot of debate. On the one hand, we see the inspirational impact of a trade show to motivate Homer into starting his own snow ploughing business but on the flip side, the episode doesn’t shy away from historic and antiquated exhibiting techniques such as using promotional showgirls. It serves as both an inspiration and a cautionary tale of how our industry is still perceived. We need to accentuate the positives and eradicate outdated practices. 

MF: Are there any purely positive examples of trade shows in The Simpsons?

SB: There’s an episode in season three where Herb Powell launches his baby translator at a trade show, winning instant acclaim and gaining market feedback. He makes his fortune. The episode brilliantly captures how exhibitions are the perfect platform to showcase innovation and gauge an audience’s reaction. That’s not to say that some of the other exhibitors in the episode aren’t gently teased though.

MF: Satire aside, what observations do you offer on how both The Simpsons and exhibitions have evolved since the Nineties?

SB: Technology and societal changes have had a significant impact on both exhibitions and how The Simpsons reflect human behaviour. However, at their core, the fundamentals remain the same: The Simpsons is a storytelling medium that reflects the zeitgeist, and trade shows are platforms for human interaction and business opportunities. What changes is the way these stories are told and how these interactions occur. Now, with virtual trade shows, online streaming and advances in event technology, the challenge is to maintain that authentic engagement. It makes the lessons we can draw from The Simpsons even more relevant as we navigate these shifts.

MF: The Simpsons often uses meta-commentary to poke fun at its own structure and tropes. How can trade shows employ a similar self-reflective approach to keep things fresh and engage an ever-sceptical audience?

SB: What a great idea! The brilliance of The Simpsons lies in its self-awareness. Trade shows could certainly borrow a leaf from this book. Imagine a trade show that opens with a satirical keynote, acknowledging the common clichés: the overpriced food, the labyrinthine floor plans, or the awkward networking sessions. By laughing at itself, the event disarms the audience and creates an atmosphere where genuine engagement can happen. If it’s good enough for The Simpsons it should be good enough for us.

MF: The Simpsons is also a dab hand at predicting the future isn’t it?

SB: You’re right, it has predicted everything from smartwatches to the Trump presidency. If it is featured on The Simpsons, the chances are it’s something we should all be paying attention to.