Dan Sundt is an adjunct Brand Strategist and Master Designer for Design Studio by Maritz. By applying advanced experience design tools to events, he helps organizers deliver much better satisfaction and business results to all stakeholders.
How do you completely reimagine a trade show after a global pandemic and a three-year hiatus? Helping trade show organizers rebrand to boost attendance, increase engagement and deliver greater ROI/ROO for stakeholders is never easy.
But with a proven process, a committed organization and cross-functional teamwork, it can be done – and done successfully. Here are five strategies from our work with the Wine & Spirits Wholesalers of America (WSWA), as we helped them transform their event from “Convention” to “Access Live.”
1. Dive Deep
Any event reinvention requires empathy and a thorough understanding of the needs and wants of the host organization, sponsors, exhibitors and attendees. Be sure to unearth all existing research and knowledge while identifying and pursuing any gaps in intelligence. There is no such thing as too much information, so long as it’s sound research that is well-organized and easily understood by all parties. If needed, deploy additional research so you are working with the latest data.
2. Identify Meaningful Personas
Without a personalization process in place, it’s tough to address the needs of diverse sellers and buyers, which is critical to crafting meaningful and rewarding trade show experiences. Take the time to identify the most meaningful personas at your show to fully optimize experiences that resonate with the audience and create the right atmosphere for the buy-sell dynamics critical to success.
3. Create the Journey Those Personas Crave
It’s not enough to understand the primary personas at your event, you must then activate around their needs and wants, while connecting sellers and buyers before, during and after the trade show. Guide stakeholders to discover what they need to know, see, feel and do to accomplish their objectives and ultimately create a more rewarding experience. Matchmaking is an excellent, complementary strategy to help create those journeys.
4. Design Compelling Experiences Everywhere
Too often, we rely on history to inform our event design, when audiences crave novelty and discovery. Designing compelling experiences that speak to the needs and sensibilities of both buyers and sellers can buoy emotional resonance, drive interest, and foster inquisitiveness.
5. Help Close the Loop
It’s never over. But sometimes we, as busy professionals, tend to move on to the next thing too quickly. Consider what you can do to help drive relationships before, during and after the event days. How can you extend the experience by fostering deeper relationships that create continued ROI/ROO/ROE?
The result? WSWA found great success with a refreshed event for 2023. Find more details in our case study here.
Are you exploring the idea of redesigning your trade show? We encourage you to ponder these tips as you begin to reimagine your event as more immersive, more personalized and more effective at pairing like-minded buyers and sellers.
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