Are Trade Shows Dying or Evolving?

As a business owner, you may wonder about the best path to follow to draw attention to your products or brand. Not long ago, marketing at trade shows delivered impressive results, but is that still the case? Are trade shows dying or evolving?

Below, learn how trade shows are changing and whether businesses should still use them, as shared by Oser Communications Group’s industry professionals.

Why Trade Show Attendance Is Lower

It’s true that overall trade show attendance around the world has been slow to recover since the COVID-19 pandemic. The transition to digital platforms has touched all aspects of business and, while this accelerated during the pandemic, it continues to affect in-person trade show attendance. Businesses looking to save some money may prefer to have direct sales calls compared to attending trade shows, and some trade shows have even moved onto virtual platforms.

Businesses were able to receive many of the same benefits from these virtual networking events that they previously received from attending in person, but are trade shows dying? Not exactly.

How Trade Shows Are Evolving

In-person trade shows are not dying – they’re in an evolutionary phase. Businesses still regularly perform a trade event search because they’re still interested in in-person connections and attendance. Fortunately, you don’t have to choose one or the other.

Your business could take advantage of the digital transformation and evolution of trade exhibitions as follows:

Hybrid Trade Show Designs

Some trade shows, industry fairs, and business conventions sport a hybrid design – a healthy mixture of in-person events and virtual participation. Those who appreciate the face-to-face interactions of an in-person trade show booth can take advantage of this benefit. Others can visit the booth virtually, cutting out the hassle and expense of traveling.

Maintaining Safety Protocols

Mask usage has fallen away at most trade shows now. However, everyone still appreciates the guarantee of sanitary conditions before they agree to attend. Today’s trade shows oblige by implementing certain protocols to improve visitor safety, including:

• Enhanced air circulation systems and air filtration
• Fewer touch points for attendees
• Limitations on the total number of attendees
• Improved sanitation practices
• Technology that eliminates viruses

The Evolving Trade Show Booth

In addition to your marketing, your physical trade show booth should appeal to in-person attendees. However, virtual attendees are now also in focus when you’re thinking about your design elements, such as product demonstrations and video boards. You need robust follow-up strategies that work with either type of visitor to gain the most benefit from every interaction you have at the trade show – in-person and virtual.

Learn More About Modern Trade Shows and How They Can Benefit You

Oser Communications Group is on the pulse of modern trade shows that strike a balance between trade show booth ideas, marketing setups, lead generation ideas, and successful marketing experiences. Are trade shows dying? Not when you have a trusted team to help you leverage the latest market trends and put your brand’s best foot forward.

For more information, call Oser Communications Group at (520) 721-1300 today!