It’s hard to believe that years ago decisions to participate in trade shows were, “because we always exhibit at the show, because our competitors will be there, because a sales person wants to go to the show.” Exhibitor managers now have better metrics to determine what exhibitions will achieve strategic objectives and provide valuable ROI. Trade shows and in-person event participation for both exhibitors and attendees continues to skyrocket post pandemic.
Trade shows and in-person conferences are rapidly returning so what can companies expect and how to prepare? Marketing budget allocations may have been redistributed during the pandemic so current data analysis may prove shifting dollars back to trade shows will yield the best marketing ROI. Marketing and trade show budget allocations are changing rapidly. Exhibitors need good data, pre and post show to make qualitative decisions about their participation in the show.
The trade show and in-person event world has experienced many changes in the past seventeen months, including adding virtual trade shows. The pandemic has presented many opportunities to develop new ways to engage attendees in-person and digitally. Trade show booth designs have adapted so attendees and staff feel comfortable in exhibition venues. Current data shows what many marketers already knew, there is no substitute for face-to-face marketing.
The trade show and live event world have experienced many changes in the past twelve months. Digital formats will continue expand exhibiting companies’ presence by giving customers an option to attend outside of the live environment. Live trade shows will continue to increase their opening in the coming months and now it’s time to start planning now for your upcoming events even for dates in Q3 and Q4 in 2021.