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
The old saying is true: You only get one chance to make a first impression. These days, we also know from experience that good branding is important and goes far beyond an eye-catching logo. While branding is definitely about the visual identity of your company it also encompasses your verbal identity: how you talk and write about the company is crucial. For your reader (AKA current/future clients), this communicates your brand personality and what your company values are likely to be, should they choose to hire you. It’s crucial to consider the physical spaces your target audience is likely to encounter your brand, in the same way we think about logos, fonts, tone, and voice.
The concept of buyer personas has only been defined since 2002. The practice of building a model representation of a typical buyer, defining their goals, understanding what drives their behavior, and how, when and why they buy is an incredibly valuable tool for marketers, especially in the digital age. We create content based on an informed understanding of who our buyer is and where she is on her buying journey.
You just wrapped a successful trade show event. You are back in your office. All your leads have been distributed to the sales team. You are reconciling final invoices against your budget. But before you’ve had a chance to gather feedback from your sales partners about any opportunities generated from the leads, you are called into a planning session for the next event on your marketing calendar.
Vertiv, located in Columbus, Ohio, approached Exhibit Concepts with a specific need: they wanted to transform an existing 1,975 square foot space into a Customer Experience Center. The Center needed to showcase the company’s breadth and depth of technology offerings that protect mainframes with precision cooling systems.
At Exhibit Concepts, this has become somewhat of an unofficial motto around our offices. After 39 years in the trade show, commercial interior, and museum industry, we know all too well that every project and each client is unique. When it comes to unique, however, nothing is more so than the wooden crates we use to ship property across the world for our customers.