6 ways to future-proof your trade show05-Jun-2019
What does the future of trade shows look like?
For our 2018/19 Global Visitor Insights Report created in partnership with UFI we analysed 13,000 responses from 135 countries about their trade show experience. From our findings we were able to establish 6 key indicators of future success for trade show organisers. With themes such as festivalization, sustainability and personalisation it is clear that the industry is ripe for innovation.
Here are 6 things you should consider to future-proof your event:
1. Strike a balance between business objectives and enjoyment
Whilst entertainment is not a high priority for the majority of visitors in developed markets, organisers can expect to see this evolve as Millennials and Gen Z comprise an increasingly important part of their audience. The experience during a trade show will become as relevant as achieving business objectives in driving visitor satisfaction.
2. Continue to place a high value on the role of exhibitor
Whilst the relative importance of enjoyment and the ability to meet business objectives may change over time, the critical importance of showcasing the most innovative solutions, particularly through a high-quality exhibition floor, is likely to remain a key driver of visitor satisfaction.
3. Resolve the tension between providing personalisation and the “wow-factor”
With some organisers seeking to deliver a highly personalised, curated experience for their visitors, whilst others are investing in high impact, memorable moments to delight visitors, we may see a decline in mid-size events and a polarisation towards the very niche, community focussed event or the super-sized (super budget) scaled event.
4. Reject the one-size-fits-all approach
From differences in age, sector and geography, to personal preference and length of relationship, most organisers agree that personalisation will be an important part of their future marketing and event strategies. The event of the future will be tailored not only to the global preferences of its target audience, but also to the individual visitor themselves.
5. Welcome the possibilities of event tech
Successful organisers will continue to horizon scan for new technology but will only implement solutions that complement the objectives of their visitors and help them to meet them, whether they are technology led, people led or a blend of both.
6. Demonstrate a strong commitment to sustainability
Organisers in all regions will need to clearly demonstrate their commitment to running trade shows in a sustainable way to serve the needs of their current visitors and attract new visitors, particularly those from developing markets.