Tradeshows and exhibitions are the oldest and most preferred forms of direct marketing. Companies used to participate in various trade shows, exhibitions, conferences. And other business events to gain multiple benefits such as leads, branding, marketing, brand building, and various others. The trade show industry has been constantly evolving and constantly experimenting. To give a better experience to both visitors and exhibitors. From a basic fairground displaying products to. Creating an experiential space for the consumer. The trade show industry has come a long way.
The reason we need to discuss the future of the industry is that trade shows are an integral part of the marketing techniques of businesses including major, middle, and small. The trade show provides a platform for both B2C and B2B sectors. Especially are the supreme platform for B2B companies to connect with their target audiences. Trade shows also provide numerous benefits to the exhibitors like enhanced brand exposure, a platform to connect with the audience, reinforcing brand credibility, networking, boosting sales, building business alliances, and many others.
Trade Show booth
But with the onset of the covid-19 pandemic, the face of the trade show industry completely changed. With a stoppage to all business events and people gathering, the trade show industry also experienced a huge dip. The year 2020 was hugely dramatic for the events industry and impacted it with adverse effects. You can imagine the loss faced by the industry with the fact that only in the months between May and June, 90% of large gatherings were canceled. And currently, almost 97% of businesses are in dire need of capital to survive (EEMA, 2020).
Virtual & Hybrid Events
Most of the businesses switched to virtual & hybrid events which again caused a huge economic loss to the event industry. But now the majority of event organizers understand that now they need to focus on viable alternatives that would be able to minimize the negative consequences and economic losses faced them.
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There can’t be a better platform than trade shows that brings together leaders, key professionals, and decision-makers of the industry on such a large scale. For an instance, WIN Eurasia is a renowned trade fair that attracts more than 150,000 visitors per show. In the past few years, trade shows and exhibitions have become much more than just mere events. Instead, they have become grand scale business platforms that attract experts, investors, potential businessmen, and industry professionals from various parts of the world.
A majority of exhibitions are held for 2-3 days, giving exhibitors participating in them ample time to engage with visitors and turn them into potential clients. Seminars, conferences, and workshops have also become a vital part of various trade shows and attract executives from across the globe. Seminars give the opportunity to exhibitors and attendees to learn about the latest innovations in the industry and keep them up-to-date with the new advancements. These platforms also forecast what could be the next big thing to watch out for in any particular industry. Therefore, due to innovative exhibitors and show organizers, the future of trade fairs looks promising.
Here we have mentioned some of the predictions that can be done for the future of trade shows.
Welcome Transactive Exhibits
Every exhibitor focuses the most on visitor engagement. Transactive exhibits encourage visitor engagement by enabling exhibitors to take part in the production process conducted at the exhibition stands. These exhibits are already getting popular in New Mexico and Canada.
The Focus will be on Technology
In popular trade fairs across the globe, a strong presence of techno has been felt. It is assumed that in the coming few years every trade show organizer and exhibitor will make use of the latest technologies in the pursuit to stay updated with their target group.
Get the most out of a Booth
The new-age exhibitors want to create an unforgettable experience for visitors. Every exhibitor wants to present something unique out of their Custom trade show exhibit builder for their customers. The future of trade shows awaits some new mind-boggling technologies that will sweep visitors off their feet. The exhibiting experience will not be confined to simple booths and will allow exhibitors to create something that will help depict a larger-than-life image of their brand.
Eco-friendly trade shows
With the increasing acknowledgment of global warming, many exhibitors from various countries across the globe are taking eco-friendly initiatives as an imperative step to save nature. In coming times we will witness the replacement of the age-old fairs with complete eco-friendly exhibitions. Usage of sustainable exhibition booths, eco-friendly gadgets, LED lights and various other sustainable products will be compulsory for participating in trade shows in the future.
Partnership will gloat
Currently, we see that trade show organizers pay close attention to the list of exhibitors. But in the coming times, we will see that trade shows won’t just be about making revenue but rather presenting a powerful coherent image of companies taking part in them. Exhibitors will be shortlisted on the basis of the required criteria of a particular trade show. The organizers of the trade show and exhibitors will work in tandem to present a spectacular show.