Without a doubt, trade shows are becoming more innovative and engaging. And let’s face it, they need to be in order to keep attendees coming back. PCMA Convene Magazine recently highlighted four shows they believe are on the cutting edge. Here is a high level overview of what trade show organizers are doing and how trade show technology can impact the attendee experience.
Trade Show Trend #1: Sustainability
At The Agenda Show they repurpose materials from one show to the next. Lauren Radie, Account Manager at Global Experience Specialists, who puts on the show shared, “They were able to have the consistent look but still use the pieces in different ways and maximize their investment and be cost efficient all around.”
Additional ways to be sustainable are to cut down on paper and utilize trade show technology rentals, such as iPads and lead generation devices to replace paper. Anyway you can reduce, reuse and recycle products is a great way to show off your corporate sustainability.
Trade Show Trend #2: Engagement
At the Sony Zone they offered attendees a two-story experience at the Sony Open Tennis Tournament in Miami. .
On the first floor, which was called a fan engagement zone, they had:
- Displays of Sony smartphones, tablets and televisions
- A PlayStation 4 gaming area
- Autograph area for pro tennis player signings and
- Charging kiosks for mobile devices
Upstairs there was a hospitality suite with an enclosed air-conditioned area and a patio looking over the tennis courts.
Jay Batavia, Director of Sponsorship Marketing at Momentum Worldwide, who produced the Sony Zone stated, “This year we followed a bigger, bolder and better mantra. We wanted not only to create a visually prominent experience to engage fans, but also business guests by integrating our hospitality lounge on top.” The results were fabulous – booth attendance was up 40% from the prior year.
Trade Show Trend #3: Flexibility
When the US Army in Europe was looking to participate in European trade shows last year, they wanted a booth that was open and uncluttered. In addition, they wanted it to be cozy and private. In the end, they were able to accomplish both initiatives.
In the center of the booth they had a private meeting area and in the outer areas they had tradeshow displays where attendees could read the screens, look at imagery and step away and come back.
In addition, the US Army in Europe’s booth was flexible and adaptable based on the size of trade show attendance; not to over or underwhelm their audience.
Trade Show Trend #4: Customization
At the AudiologyNOW! trade show, Siemens customized the user experience based on their needs. In order to accomplish this, they offered a variety of ways for attendees to learn more about their offerings. They could listen to the sound quality of Siemens’ devices, watch a video on a high quality Plasma display, hear a staffer present the attributes of the devices or go into a small room and learn more.
All of these offerings created an environment of exploring and discovering for the attendee, which allowed Siemens a deeper connection with them.
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