What’s the Future of Trade Shows?


What's the Future of Trade Shows?
What's the Future of Trade Shows?
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Trade shows provide an opportunity for brands to connect with customers one-on-one in a physical environment. Companies get a platform to promote their services or products to the exact target audience. This is because the events bring customers where they can actively search for what they need.

Unfortunately, the COVID-19 pandemic brought many unprecedented changes that halted trade shows. Correspondingly, many people wonder what the future of trade shows looks like. 

For one thing, most businesses made a shift to remote operations and changed how they interact with their customers. Statistics show that in 2019 the B2B trade show industry in the United States stood at about $15.58 billion. Sadly, it sharply declined to slightly above $5 billion in 2020.

Signs of Recovery

All the same, there are signs of recovery in the industry. Forecasts show that it’ll rebound to approximately $14.5 billion by 2024. While the industry might not recover as fast as it suffered the mishap, the gradual recovery is a big welcome.

A turn out of several thousands of participants might have been a complete failure a few years ago. However, as the industry adjusts to the new norm, exhibitors would deem such a turnout good enough. Stakeholders believe that although the turnout may be low initially, it could indicate a higher percentage of quality leads.

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Undoubtedly, there will be changes in the way marketers exhibit their products at trade shows beyond 2021. A recent poll involving various business leaders in the field revealed the following about the future of trade shows:

Some Events Won’t Change Much

According to the Founder and President of Lippman Connections, Sam Lippman, some industries will only make modest changes. For example, he notes that jewelry, fashion, and other industries that rely on tactile experiences fall in this category. Most will remain as they were before the pandemic.

Lippman continues to quote JCK as an excellent example. The company only slightly modified its trade show floor space for the past August event in Las Vegas. JCK provides companies in the watch and fine jewelry marketplace a platform for vital business connections on and off the show floor.

Technology Will Play a Significant Role in the Future of Trade Shows

The future of trade shows will incorporate technology in virtually every aspect of trade show programs. As it is, this trend has already taken shape, with interactive experiences being commonplace in trade show exhibits.

The most compelling evidence is the presence of tablet kiosks, badge scanners, and customized apps. All these factors influence how exhibitors interact with attendees, but that’s just the beginning. Think of a future where booth staffers could wear internet-enabled earpieces and glasses. The glasses would scan the attendees’ badges as they enter a show. Similarly, the earpieces would provide specific information about each individual, allowing for a dynamic conversation.

As the future of trade shows anticipates more technological advances, digital signage is already playing a critical role. Exhibitors can present themselves in the most appealing ways by staying up to date with the latest digital signage systems.

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Undeniably, trends are emerging around digital signage, with cutting-edge products becoming available to enhance trade show participation. Interactive digital displays boost any trade display, giving booths a unique appeal.

Benefits of incorporating interactive digital signage include:

  • Appeals to young professionals
  • Offers a greener marketing strategy with an attractive ROI and cost savings
  • Engages trade show attendees at a deeper level
  • Serves more than one purpose, including promoting brand awareness, educating your audience, and being a source of entertainment.

With this intention, ideas for incorporating digital signage include games, virtual tours, creativity stations, and demonstration or simulation. 

The Marketing Space Will Become More Creative

Traditional marketing techniques like promotional logos, banners, and static signs will no longer be effective on their own. Tradeshows have inundated attendees with promotional jargon in the past, but to stand out, companies will have to become more creative.

In this regard, the new marketing space requires them to utilize every inch of space available at the trade show. This means leveraging as many marketing elements as possible to make the brand stand out. For example, bright colors, unique light displays, and overhead signage will play a role in attracting more passersby. Expos and Trade shows, especially in Las Vegas, which is known for its prominent expositions, are bound to get revolutionized. Consider checking out Exposition services Las Vegas if you’re planning to host a trade show or an event in Las Vegas – in a grand style.

Booth Designs Will Incorporate Safety Measures

Safety is and will continue to be a primary concern for event planners. Given the ongoing pandemic, 55% cite safety concerns as a significant obstacle to hosting live events. Many show organizers worry about sending employees to these events locally and internationally.

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Conversely, those that plan to push on with the events require attendees to follow safety protocols like observing social distancing and wearing masks.

In designing their booths, exhibitors will need to cater to this to ensure enough space for attendees. This explains why digital signage will continue to play a crucial role in the future of physical or virtual trade shows.

Final Thoughts

The trade show industry was one of the hardest-hit sectors by the ongoing pandemic. Fortunately, it’s preparing for a strong comeback, and the future of trade shows seems promising. Exhibitors can enhance the planning process by staying on top of the latest trends outlined above. This way, they can boost attendance and enhance engagement, whether virtually or in person.


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