By Jeff Korchinski, VP of Sales & Creative
If there is one constant in the trade show industry, it is this: there is always some new development or trend emerging. As the new year is well underway, I’m excited for another great year of innovation in the trade show industry. Here are five (5) trends that I think are here to stay. As you work your events and walk show floors, keep an eye out for these.
Trend One: It’s All about Technology
It will come as no surprise that incorporating technology into trade show spaces will continue to be a major trend in 2017, as it has in years past. It’s the topic on everyone’s mind. We are a highly connected society and the tradeshow floor is no exception; visitors are expecting information to be delivered in new, innovative ways.
Technology doesn’t need to be complicated, however: it can be as simple as a touch screen or the incorporation of small devices like Bluetooth® beacons that integrate with client’s products. Bringing these items into a space helps draw people in, while also gathering data and delivering a brand’s message in a compelling way.
At Exhibit Concepts, we have an Engagement Strategist on staff who actively works to assist our account executives in incorporating technology into trade show environments for our clients.
Trend Two: Keep a Human Touch
While technology is can be paramount in attracting visitors to your booth, it should never be at the expense of quality human interaction. An authentic conversation is still your most valuable asset. It should add another layer to what a company brings to the table. There is no better way to uncover and understand customers’ needs than by properly staffing trade show spaces with the right people who are excellent listeners. And make sure that they are properly trained on your brand story.
Look for booths that draw visitors in with unique elements that engage the senses while also delivering a meaningful message delivered in an honest and compelling way
You’ve made the decision to attend a trade show and you’ve
You’ve decided that investing in face-to-face marketing will achieve your brand
Recently, over 100 individuals from our industry gathered to speak to our representatives on Capitol Hill during Exhibitions Day. The annual fly-in is led by the International Association of Exhibits and Events (IAEE), and 2017 was the fourth installment, with attendance growing each year. While there are no exhibits, it is the epitome of the time-limited face-to-face marketing influence that is central to our industry.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.