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
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.