The Future of Trade Shows
Trade shows formats are sometimes criticized as boring and unimaginative. Companies with exhibits at these shows are demanding more return on their investment, better leads because of their exhibit, and the assurance that their time at the trade show is well spent.
Huge trade shows are downsizing and becoming more target specific. Regional shows that address the needs of a specific sector of business can be more effective than an enormous show that tries to be all things to all visitors. Evening shows are an alternative to all day trade shows.
Pre-show marketing is more important than ever before; companies will utilize social networking tools more effectively. Vendors will increase their use of tools such as Twitter to alert trade show visitors about upcoming events at specific locations.
More companies will follow the lead of Hewlett Packard and decrease the amount of hard copy information passed out at booths. HP displays information at their booth, offering visitors the opportunity to print off only the brochures they want. In addition, computers are available to allow visitors email the information to themselves. This reduces the amount of paper tossed in the trash. Trade shows will become more interactive overall, sleeker, more effective, and will evolve into an even better marketing tool in the future.
