You too wish for the old trade show formats

What trade show organizers and exhibitors should now pay attention to.

This year there will be nothing with the "real" trade show experience at the exhibition center. We do not want to accept that and long for the old trade show formats. In this article, you will learn what trade show organizers and exhibitors should now pay attention to in order to make this longing a reality again in the future.

What has changed through Corona?

The corona pandemic has changed a lot of things in our lives. We have learned to communicate with each other differently, to work and to shop. Trade shows have also been affected by the pandemic. Due to contact restrictions and travel restrictions, trade shows have been canceled or postponed. This has led to major losses for the trade show industry and for exhibitors.

But the pandemic has also brought about changes in the trade show landscape. Digital trade show formats have become more important. And even if attendance numbers are still low, the pandemic has shown that digital trade shows can be a valuable addition to the classic trade show experience.

What do trade show organizers and exhibitors need to consider now?

In the future, trade shows will be hybrid events. This means that they will take place both in person and digitally. For this reason, it is more important than ever to develop future-oriented concepts for trade shows. When exhibitors and trade show organizers develop exhibition strategies for the future, a number of aspects must be taken into account.

• The target group: Who is the target audience for the trade show? What are the interests of the target group? What are the needs of the target group?
• The objectives: What are the goals of the trade show? What should the trade show achieve? What benefits should the target group derive from the trade show?
• The concept: How should the trade show be organized? What content should be offered? How can the target group be integrated into the trade show? How can the trade show experience be designed in a way that is relevant to the target group?
• The marketing: How can the trade show be marketed effectively? How can the target group be reached? How can the trade show be positioned in the market?
• The budget: What is the budget for the trade show? How can the budget be used effectively? Where can costs be saved?

If all of these aspects are taken into account, then trade show organizers and exhibitors can develop future-oriented concepts for trade shows. This will ensure that trade shows are more relevant to the target group in the future and that they offer a unique experience.

Why we long for the old trade show formats

There are many reasons why we long for the old trade show formats. One reason is that the direct contact and exchange at trade shows is irreplaceable. At trade shows we can meet new people, network and exchange ideas. We can see and touch the products and services firsthand and get a personal impression of the companies. This is something that digital trade show formats cannot offer.

Another reason why we yearn for the old trade show formats is because of the social aspect. At trade shows, we can meet up with colleagues, friends and acquaintances. We can talk about our work, the industry and other topics. This social aspect is an important part of the trade show experience. It is a great opportunity to build relationships and networks.

In conclusion, there are many reasons why we long for the old trade show formats. Direct contact and exchange, as well as the social aspect, are important reasons for this. We hope that in the future we will be able to experience these things again at trade shows.