The world of exhibitions is changing. With the competitive forces of online marketing and cheaper cold call telemarketing options, holding an exhibition can be a relatively expensive marketing exercise. In order to compete with the changing world of marketing, exhibition and trade show organisers are changing the focus of exhibitions.
Instead of marketing mainly to the public, the focus is becoming business to business marketing. Although there are still a few exhibitions that focus on public attendance, such as the Good Food and Wine Show, the majority of exhibitions are now open only to trade, expanding the business to business marketing and networking. Across the world, exhibition and trade show organisers are narrowing the market and allowing niche marketers to exhibit to specialised and targeted attendees, meaning every person who attends is more likely to purchase your product.
With the advent of the internet, more companies are thinking globally, but looking to purchase locally. This is where the targeted marketing of a well-organised trade event can really assist your business to break into new niche markets. Expect a concentration of exhibitions in the major geographical markets of the world, where it is easy to send delegates from the business to attend. Although corporate trade shows, where one major company exhibits its range of products, are currently growing, this trend is likely to see a backlash as most attendees prefer to attend exhibitions where the possibilities of comparing products offered by all the competitors in the industry are available.
Trade show organisers need to be aware of the changes in the finances of business, and the competition from other forms of available marketing. Streamlining show logistics to reduce exhibiting costs is important, as is ensuring the costs of exhibiting do not force small business out of the exhibition market. However, most trade show organisers are capitalising on the available space of the venue, by offering smaller stand sizes. This trend has opened the door for stand designers to expand their services by offering unique designs to maximise the use and attractiveness of the stand’s limited space.
Exhibitors are finding that education is playing a greater role in the marketing process of an exhibition stand. Consumers want information about the products and will want to be able to ask relevant questions. Exhibition stands that provide educational and learning opportunities will enjoy greater patronage during the trade show or exhibition.
As technology changes, consumers are expecting the exhibitions to show the greatest and latest technologies. Most consumers attend an exhibition to see what is new, and so exhibitors who use the latest technology will always attract attention. Another trend is for experiential and interactive consumer exhibitions. Gone are the days when an exhibition stand could get away with a two dimensional image, products that consumers could not touch, and a few posters. Exhibition stands that provide an interactive experience for consumers will succeed in the future.
While there is definitely a strong future ahead for exhibitions, the trends show changes in the industry, as organisers combat other marketing options with specialised business to business and targeted or niche market trade shows. Exhibitors who create interesting, interactive, and experiential exhibition stands, specifically designed to make the most of the reduced stand size, will show the way to the future for exhibitions.
