WHAT’S CHANGING WITH INDUSTRY EVENTS & TRADE SHOWS IN 2023?

3 Minute Read

2 years after the trade show industry and the world were turned upside down by COVID-19, some things are different. Event organizers are less concerned about social distancing and more worried about trying to adapt to fit eventgoers’ preferences and the latest trends. 

Our last blog discussed the trade shows and events that wrap up in Q4, but this short guide will hopefully help you and your team kickoff conversations about the upcoming year! We’ve put together some of the latest attendance figures, market projections, and some tips for attending in person.

It’s not the new year yet, but we’re thinking ahead! Grab a booth and let us exhibit some useful information!

To jump right into some interesting tidbits of data and current news:

  • The marketing group behind CES, one of the world’s largest trade show events, has announced that their attendance estimates and presales have exceeded 6 figures for the first time since January 2020!
  • From an industry report by Exhibitor Insight, ‘…trade shows are back! Companies plan to exhibit at an average of 47.2 in-person events – 19 percent fewer than in 2019 (but 6 percent more than in 2018).’
  • EI also says that 9 out of 10 companies that attended events before 2020 say that they will attend the same number of events (or more) by the end of 2023.
  • How could organizers change prospective attendees’ minds about…attending?
    • 63% of respondents said  ‘…reduce the cost of a booth/exhibition space’
    • 40% said ‘…guarantee a minimum attendance’
    • 37% said.’…provide audited attendance data’


Even with those exciting projections, note that, according to that same report, 39% of businesses still planned exhibitions at fewer events in 2022 than they did before COVID-19. Unfortunately, they not only worry about costs, but many also have genuine complaints and concerns with organizers, like:

‘Exhibitors need a seat at the table. We pay the bills, yet it usually feels like our voices aren’t being heard and that organizers see us as little more than a necessary evil. If you aren’t going to work with us, at least try not to work against us.’

‘Focus on connecting attendees to the exhibit hall…if attendees come for the education but never set foot on the show floor, it’s a missed opportunity for us and them.”’

Are you in the B2B manufacturing industry? Do you want to limit travel and exhibition costs? Check out Nam’s website calendar here for remote events and seminars.

Now, let’s take a closer look at some basic advice that we always recommend to our clients when discussing events and trade shows:

Be Proactive—Plan, Prepare, & Prosper!

  • Do you have everything you need? Can you carry it all yourself?
  • Do you know where the event is and do you have travel/lodging handled?
  • Have you purchased tickets? When do they go on sale?
  • Which events will you attend? Do you have enough time? Who do you want to meet?
  • How will you make sure that prospects and important connections remember you?

Are you one of those companies that plan on buying a booth or two in 2023? Do you want awesome, vibrant, and creative collateral? Schedule a call with our team to discuss your needs and see how we can help!

Be Open To New Trends & Creative Strategies

In the months leading up to an event, peruse the internet for fun ideas related to marketing your brand. From promotional swag to QR code technology, there is always something new to try that could boost performance and make your job easier!

Scared about trying something new? Don’t be—it’s as easy as 1-2-3!

  1. Plan a brainstorming session to discuss the potential benefits (and costs) of implementing a new idea—be honest, be creative, and try to remain objective and forward-thinking!
  • Assign a key point person and set some deliverables with hard dates. When planning events, they’re sometimes months in advance. Without someone to have their eye on the ball, you might forget and get caught by surprise!
  1. EXECUTE! When you’re on that showroom floor, you don’t have time to doubt yourself or your team’s decisions. If you’ve planned correctly and budgeted appropriately, you should be able to recoup something from most marketing endeavors, whether they succeed to your expectations or not.

Running into some obstacles? Running out of time? Need a hand? Schedule a call with one of our creative experts and we’ll get you up and running with a leg up on the competition.

Travel safely!

Sources:

  •  https://www.cnet.com/tech/ces-2023-could-attract-100000-in-person-attendees/
  • https://www.exhibitoronline.com/topics/insight/IndustryUpdate9.28.22.pdf

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