After a pandemic-driven pause, the trade show industry in the U.S. is on the upswing. According to a Statista survey, marketers and exhibitors planned to spend an average of nearly $1.4 million on trade shows in 2023, up 70% from 2022. This figure was also more than 9% higher than the pre-pandemic levels of 2019.
However, half a decade has now passed since 2019 and digital technology has made significant advancements in that time. Meanwhile, millions of Baby Boomers have retired and Generation Z has replaced them with wildly different habits and preferences. And, business is conducted differently with 14% of all employed Americans now working remotely 100% of the time.
What made for a great trade show experience in 2019 differs from what trade show attendees expect today. Let’s explore the latest trends in trade shows, circa 2024.
Trade Show Trends for 2024
1 – Immersive Technology
The days of standing behind a table and handing out brochures are long gone. To capture the limited time and attention of trade show attendees, exhibitors are turning to digital technology to create a more immersive experience. Augmented reality (AR), virtual reality (VR) and 3D holograms are rising in popularity to engage booth visitors with brands on a deeper level.
2 – Experiential Learning
Confucian philosophers said it best: “Tell me and I forget, teach me and I may remember, involve me and I learn.” This timeless piece of wisdom is on display in trade shows nationwide. Interactive workshops, skill-building sessions and live product demos are becoming the new standard of savvy trade show exhibitors. The next time you see a live cooking demonstration or a hands-on demo at a trade show, you’re actually witnessing experiential learning in action.
3 – Gamification
The third trend, gamification, combines elements of the first two trends on this list. Digital technology allows trade show booth visitors to experience a brand on a deeper level and have fun while doing it. The science behind this trend is undeniable. One study showed that companies incorporating gamification into their sales strategies see 47% higher sales revenue than non-gamified competitors.
4 – Personalization
Rather than deliver the same “pitch” to every trade show booth visitor, exhibitors are finding ways to deliver personalized experiences. More and more, content is being tailored specifically to each event and even each booth visitor. For example, scheduling 1:1 meetings with key prospects via social media. Creating custom videos that play when a valued customer enters the booth. Or, developing personalized product demos for certain prospects that focus specifically on the features and benefits known to be of interest to them.
5 – Data-Driven Planning and Preparation
Using the same booth and making the same pitch to attendees show after show has become a thing of the past. Much like predictive modeling in direct mail marketing, data analytics techniques are being used to continuously improve the trade show experience for attendees. Survey data gathered before, during and after an event makes it possible to isolate attendee behaviors and preferences with precision. This data, in turn, can guide enhancements related to the first four trends on this list and results in trade show experiences that are tailored for maximum impact.
6 – Sustainability
Sustainable business practices are on the agenda in board rooms nationwide and a heighted awareness of sustainability has come to the trade show industry. Exhibitors are finding ways to reduce waste in the marketing materials used at each show. Recycled and recyclable materials are being used to construct trade show booths, fixtures and signage. Promotional marketing giveaways are trending toward durable, reusable products such as high-quality water bottles and tote bags that will likely have long useful lives. Still other companies are choosing not to give away any physical items at all, opting instead to send digital e-cards to booth visitors or make donations to environmental charities on their behalf.
Signs, Graphics and Displays for Trade Shows
Taylor creates a wide variety of signs, graphics, displays and fixtures for trade show exhibitors. All are designed to deliver visual impressions for trade show attendees that build brands and drive sales growth. Everything you need is available through a single partner.
- Award-winning design and creative services.
- Deep knowledge of materials and hardware systems.
- In-house R&D, prototyping and fabrication services.
- A broad network of production facilities from coast to coast.
- Project management and turnkey installation services.
- The availability of recycled and recyclable materials such as our rSERIES™ fabrics and Recrylic®
certified recycled acrylic sheeting. - An opt-in signage recycling program that engages third-party recyclers to give your unwanted
materials an opportunity for a second life as something else.
See for yourself how Taylor keeps exhibitors ahead of the latest trade show and event industry trends.
Contact your Taylor representative to learn more.
