Once a year, trade show professionals assemble in Las Vegas for the industry’s leading conference and exposition, Exhibitor. Professionals in the trade show business have the opportunity to attend seminars, touch base with current suppliers, learn about new products, network and look into the future of trade show marketing.
Our operations manager, Troy attended Exhibitor2013 this year and returned to the office with some fresh ideas. Based on his observations from the show floor, there are 4 major trends this year in the trade show world.
- Interactive technology: If you were looking for a keyboard at Exhibitor, you would have been disappointed, as there were none to be found. The importance of technology of the show has increased significantly due to both the rise of social media and advances in touch screen technology. Touch screen technology is being integrated into the displays themselves by way of large screens, into the staffers conversations with potential clients with tablets, and throughout the attendees’ experience via mobile devices. This is no different with our clients. We recently created a display for biomedical waste company BioServ that included 2 iPad stands. One iPad station will be used to run an E-procurement demo, while the other station will run a virtual golf game.
- Fabric graphics: Fabric graphics have become the preferred graphic medium of choice, thanks to the emergence of dye sublimation (or dye sub) printing. Dye sub provides display manufacturers the opportunity to produce a high quality graphic at a lower price. Dye sub graphics also save exhibitors a considerable amount of money on shipping and repair costs, since fabric is lightweight, easy to transport, very easy to clean and less vulnerable to irreparable damage. We have seen many of our clients move towards using fabric in their displays, including Curbell Plastics and Softlips.
- Creating an environment vs. fabricating a display: Exhibit designers are focusing their attention on creating an experience at an exhibitor’s booth. Display professionals have been taking a more holistic approach to exhibit design and using every tool at their disposal to create an ambiance that both engages attendees and represents the exhibitor’s branding.
- Relaxation of booth staff uniforms: Companies are moving away from mandating that booth staff wear the traditional suit at the company booth. Many exhibitors are choosing more “inviting” attire that helps create the feeling that staffers are approachable. Many exhibitors have a staff uniform that is reflective of both their industry and the brand itself. For example, attendees at high-tech shows are often dressed casually and the expectation is that booth staff will be dressed casually as well.
Just like every other marketing channel, the trade show industry is constantly changing in response to advances in technology, product development and improvement efforts, and shifts in marketing ideologies. The major trends for 2013 reflect changes that are aimed at increasing attendee engagement and creating an inviting experience for attendees universally.
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