Post Link: Trade Show Trends: How Trade Shows Are Evolving

Trade Show Trends: How Trade Shows Are Evolving

For decades, trade shows have been an important lead generation, sales, and exhibitionplatform for brands across industries, and they remain so today for many businesses.

The nature of the trade show is changing, however, as buyers walk onto the floor moreinformed than ever, and brands seek to create impactful experiences that connect with andengage attendees. Here are some of the biggest ways trade shows are evolving with the times.

Trade Show Trends

1. Buyers are coming more prepared.

The modern buyer is an educated buyer. The days in which prospective customers would cometo a trade show simply to “see what’s out there” may be over. Attendees are well-informed, andbrands and sales reps are no longer their main source of product or brand information.

Before arriving at a show, attendees may already be familiar with a brand’s product line, brandidentity, target customer, etc. Simply by trolling the internet to look at your website, past press,and customer reviews, a buyer can get a good idea of what your brand is about, and how it’s

perceived in the marketplace.

The effects of this are varied. First of all, brands must have an established, strong onlinepresence. In other words, keep information readily available online for the retail buyerssearching for it. Building brand awareness before the show is key, as many trade showattendees will already have formed a list of brands that they plan on visiting at the show.

2. Technology is changing the playing field.

Technology is increasingly becoming a necessary component of any brand’s trade showmarketing and sales strategy. It’s affecting every aspect of the trade show experience, from howexhibitors build their booths and engage prospects, to how attendees interact with brands. Hereare a few examples of how technology is improving the trade show experience:

Digital marketing collateral●

According to Global Experience Specialists, 75% of trade show brochures and productpamphlets end up in the garbage. In order to provide attendees with the content they’re actuallyinterested in, brands are using electronic collateral/literature, allowing attendees to select whatthey want and have it sent instantaneously to their inboxes.

Virtual/Augmented reality experiences●

Virtual reality is becoming one of the most popular ways to engage trade show attendees.Oculus Rift VR technology, for example, is helping wholesale brands present innovative virtualproduct experiences that keep people engaged with the booth and brand. Augmented realityexperiences are easier to create, as they allow attendees to use their smartphones or tablets tosee graphics and other sensory stimuli superimposed on their physical environment.

Drones●

According to Global Experience Specialists’ 2015 Trend Tracker, “drones are here, and they arebeing put to use....providing new touchpoints [at events].” Drones with cameras mounted onthem can live-stream video, analyze foot traffic, or even provide a way for brands to deliverdelightful experiences to attendees. In one example cited by GES, Pepto-Bismol launched acampaign at Six Flags Theme Parks, where people could “Tweet for Relief” and have Pepto-Bismol delivered by drone drop.

Digital Order Writing Technology●

In addition to the bells and whistles that improve the way brands market products to prospects,it is even more key to have a streamlined method of writing a basic order. Brands using mobileorder writing technology are able to display products on a digital catalog, write orders, and sendemailed order confirmations with just a few taps. There’s nothing worse than creating a modern,innovative brand experience, only to have it downgraded by a paper order form and a 2-weekwait for an order confirmation.

3. Social media interaction is becoming more of an important success

indicator.

Social media engagement is running high on the priority list for many exhibitors, and brands arefinding innovative ways to encourage valuable social media engagement with buyers beforethey even step into the exhibition hall––81% of whom having purchasing power, according tothe Center for Exhibition Industry Research.

Some marketers are using solutions like Sprinklr to identify influencers, view their pastinteractions with the brand, and begin targeting them before a show even begins. Others areusing solutions like InGo to find new potential event attendees via social networks.

Social media engagement is also becoming an ROI success metric. Bloomberg Businessweekeven ranked exhibitors at the Detroit Auto Show by number of Twitter interactions, with Fordcoming out on top.

It’s becoming clear that those brands who’ve built more social engagement in their pre-showmarketing strategy will have a major competitive advantage when a trade show begins.Expanding social media engagement beyond pre-show marketing and into an ongoing year-round strategy is the strongest way to engage attendees when the event rolls around.

4. Data is driving business.

Trade show exhibitors are taking advantage of real-time data to measure performance. Thosewho have just a foggy, experience-based idea on how they “did” at a recent show are becomingthe exception rather than the norm.

With sales order management software, for instance, brands can get real-time reports on totalsales, sales per rep, and what products are selling best. Likewise, trade show exhibitors aregetting better at measuring trade show ROI, evaluating which trade shows are worth attending,and making any necessary improvements or adjustments to strategy for future events.

Despite (or perhaps because of) these changes, trade shows will continue to be key sellingevents for many wholesalers. Questions about any of the trends we talked about here? Let usknow in the comments below. Want to know more about how technology can boost your salesat trade shows? Click here to find out.Post originally located at: https://www.handshake.com/blog/trade-show-trends-evolving/

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