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6 ways to future-proof your trade show

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6 ways to future-proof your trade show

05-Jun-2019 by: Natalie Campbell-Reid

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.

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2,900,978

Event survey responses

2,700

Events globally already 
benchmarking with Explori

17

Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium
  • Explori makes creating and reporting on surveys quick and easy. We are able to work with the team to maximise responses and analyse the results to instantly see how our existing shows are performing. Explori allows us to not only look at the what we must do in the next 10 minutes, but also what we must do over the next 10 years.
    Rikki Bhachu
    Marketing Director, MA Exhibitions

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