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.
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.
“Safety First” is a catchphrase that’s been around for years and applies to many situations. Convention and exhibition centers worldwide strive to provide a safe environment for visitors during trade shows and conferences as well as to everyone in the hall during installation and dismantle. Exhibits are designed and built to adhere to safety regulations so booth staff and guests don’t have to worry about the booth catching fire or structural pieces falling.
Munich (München), the capital of Bavaria, is considered the “Heart of Bavaria”, is a major trade show and event destination. The rich heritage of the city isn’t just about beer gardens and festivals. Founded by Benedictine monks in the Middle Ages, Munich today is a world-renowned financial and publishing center.
Are you ready to learn more about choosing your space at the next trade show? In the second part of this series, we will discuss considerations for your location, size, and configuration. Just like buying real estate, consider the “neighborhood” when reviewing space selection choices. Look at the floorplan from previous years for a historical perspective. Is the show getting larger or smaller? Can you see any trends for what your competitors have been doing with their location and size?