6 Ways to Future-Proof Your Trade Show

January 2, 2020

Sophie Holt

Sophie Holt is the Global Strategy Director of Explori. An experienced event marketer who has worked with a number of respected organizers and producers over the course of her career, Sophie has launched 11 B2B and consumer events in sectors as diverse as healthcare management and gaming. 

In Explori and UFI’s 2018/19 Global Visitor Insights Report supported by SISO, 13,000 trade show visitor responses were analyzed and 135 countries were represented to create the largest study of trade show experience. The findings suggest six key indicators of future success for trade show organizers. With themes such as festivalization, sustainability and personalization, it is clear that the industry is ripe with innovation. 

Here are the six things trade show organizers should consider in the coming year and beyond to continue attracting and retaining keen visitors.

1. Strike a balance between business objectives and enjoyment

While entertainment is not a high priority for the majority of visitors in developed markets, organizers 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

While 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 personalization and the “wow-factor”

With some organizers seeking to deliver a highly personalized, curated experience for their visitors, others are investing in high-impact, memorable moments to delight visitors. We may see a decline in mid-size events and a polarization towards the very niche, community-focused 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 organizers agree that personalization 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 organizers will continue to scan the horizon 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

Organizers 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.

 

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on TwitterFacebookLinkedIn and Instagram!

Add new comment

Partner Voices
Here at Mandalay Bay, venues are inviting and innovative. As one of the most iconic names on the Las Vegas Strip, the Mandalay Bay Convention Center has recently undergone an exciting upgrade. This renowned venue now offers everything your business needs, with a refreshed convention space designed to inspire productivity and creativity, as well as an impressive selection of world-class restaurants and amenities. If you're searching for a venue that is both inviting and innovative, Mandalay Bay is the place to be. Mandalay Bay is committed to investing in a new wave of enhancements, not only in the convention space but also throughout the entire resort. With new restaurant openings and remodels, spectacular entertainment, and updated rooms, Mandalay Bay promises to deliver new and exciting experiences to its guests until 2024. To create a truly effective conference venue, Mandalay Bay has carefully considered what businesses require. The right technology, capacity, and inspiration are essential to take ideas to the next level. The refreshed Mandalay Bay Convention Center has been designed with your business in mind. Every room is equipped with newly-upgraded technology, enhancing our ability to support bandwidth demand and overall data capabilities. Additionally, the addition of 10 new digital walls provides bigger and more dynamic ways to display customized content messages. Mandalay Bay offers world-class conference space and service. The venue options range from ballrooms to ample pre-function spaces, catering to teams of any size while accommodating multiple large groups simultaneously. Our certified planners work collaboratively with you to understand your specific event requirements, anticipating your business needs and offering the best-fit solutions. In addition to providing exceptional conference facilities, Mandalay Bay is also dedicated to sustainability. We strive to give our guests an unforgettable experience while minimizing our impact on the environment. As part of our sustainable energy efforts, you'll find refillable water stations throughout the property, eliminating the need for single-use plastic bottles and reducing unnecessary plastic usage. Mandalay Bay is proud to offer an upgraded and enhanced experience for businesses seeking a venue that combines innovation, convenience, and sustainability. Whether you're hosting a conference, meeting, or other business event, Mandalay Bay's refreshed convention space, world-class service, and commitment to sustainability make it the ideal choice. Come and discover the new wave of experiences awaiting you at Mandalay Bay on the Las Vegas Strip. Wherever your organization is going, getting there starts with being here.