Trade shows are considered important platforms wherein industry relations, products and services, and business-to-business transactions happen. Earlier, these events have used personal contact, attractive stands, and printed catalogs to catch the attention of the audience. But as a result of advancements in technology, has the trade show experience changed as well? Therefore, it has become common to see that Technologies are now transforming trade shows into more interesting, engaging, and creative shows. Virtual reality and artificial intelligence are some of the new technologies that are gradually defining the future of trade shows.
This blog will discuss how technology is affecting trade shows and how it is positively affecting exhibitors and visitors.
1. Virtual and Hybrid Trade Shows:
Another significant change in the trade show industry is the introduction of virtual and hybrid events. The COVID-19 pandemic has also promoted the use of virtual trade shows, as people cannot meet face to face. Thus, virtual and hybrid trade shows are indeed useful and will continue to be relevant in the future as the world gradually returns to work.
Virtual Trade Shows:
Virtual trade shows enable attendees to be in any part of the world, breaking the physical barrier and increasing the size. All of these events take place on online B2B platforms where it is possible to set up virtual booths sho, case products and services, and communicate with the participants in text, voice, and video formats. Therefore, the potentiality of attending a trade show virtually from the comfort of one’s home or office has boosted the turnout rate, including the global audience who may have otherwise not been physically present at the event.
Hybrid Trade Shows:
These are the so-called hybrid trade fairs, in which a live event takes place simultaneously with a virtual event. This is relevant for the on-site attendees who think it is crucial to meet in person and for the individuals joining via the Internet. Hybrid trade shows are particularly effective in improving companies’ representation and engagement with the public.
2. Augmented Reality (AR) and Virtual Reality (VR):
Both AR and VR are slowly becoming more popular in trade show applications. Such technologies offer interesting experiences that can be useful in engaging the attendees in a way that is not possible with common methods.
Augmented Reality:
AR enables exhibitors to overlay digital information in real life. For instance, an organization presenting a new piece of equipment, such as machinery, can use augmented reality to deliver information, images, or even 3D images that seem to hover above the equipment. These overlays can be accessed through one’s smartphone or AR glasses worn during the event, making the interaction more interesting and informative.
Virtual Reality:
Compared with other events, VR allows participants to be placed in a completely virtual space. VR devices, such as helmets, make it possible to design virtual stands, presentations, or even entire pavilions. This is very useful in industries that deal with numerous, complex, or hazardous goods that cannot be produced for a trade show display.
3. Artificial Intelligence (AI) and Machine Learning in Trade Show:
The element of customization in relation to the Trade Show can be defined as follows: Element of Customization concerning Trade Show can be described as follows:
Hence, AI and ML are critical enablers in improving the trade show experience. These technologies can record the data of the attendees, such as their interests, behaviors, and even previous behaviors, and can create experiences that are in harmony with the attendees’ desires.
AI-Powered Recommendations:
Some of the ways that AI can help include suggesting booths, sessions, or products that the attendees are interested in. For instance, if the attendee has shown an interest in renewable energy technology, then the suggestion could have included stands that focused on solar or wind energy or even energy storage. Therefore, the level of personalization is beneficial because it enhances the significance of the event, and people are willing to form closer ties.
Chatbots and Virtual Assistants:
Currently, it is possible to meet chatbots and virtual assistants with AI backgrounds at exhibitions and conferences to assist guests. Some of these include addressing the issue of where to locate a certain booth, information on a product, or even booking a meeting with an exhibitor; the digital assistants can assist with all these and much more. Through the use of chatbots, it is possible to facilitate information to the attendees at any given time since they can work around the clock.
4. Data Analytics:
The strategies mentioned above will help determine the success of the advertisements and improve the level of engagement they experience.
Data analytics is another important tool being used in the trade show industry to determine how attendees behave and how the event is performing. By capturing data from booth traffic, attending sessions, and social media engagements, it becomes easier to evaluate the effectiveness of trade show marketing and enhance the strategy for subsequent expos.
Real-Time Analytics:
Real-time analysis enables exhibitors to monitor the performance of their booths during the event. For instance, they can track traffic, time spent on contacts, and the most demanded items or services. This information can be applied immediately to shift resources to busy areas or to boost the sale of slow-moving products.
Post-Event Analytics:
Looking at the event after it happens, data analytics can give a summary of how successful the trade show was. Potential metrics that are used to evaluate the performance of the participants include leads, social media, and ROI. This information is rather helpful in the fine-tuning of future trade show plans and in avoiding the wastage of time and money.
5. Interactive Touchscreens and Kiosks: Enhancing the Participation
This paper is more specifically concerned with the application of interactive touchscreens and kiosks in today’s trade shows. These devices offer a means by which attendees can easily interact with products and services. These digital displays can be used for product catalogs, videos, and presentations, which is why the participants can acquire the information they need at any time.
Self-Service Information:
Kiosks enable participants to locate information independently. This reduces the amount of paper-based information given to the participants, and the exhibitors can focus on more valuable discussions. For example, event attendees who have an interest in a certain brand can use the touch screen to obtain more information about the brand, the characteristics of a certain product, a video, or even an order for this product.
Gamification:
As for the trends that are gradually gaining popularity in the trade show ground, there is one that is worth mentioning gamification. Therefore, the incorporation of game elements at the trade show can increase the level of visitors’ participation and attract more attention to the exhibitors’ booths. For instance, the participants could be awarded points for going to certain stalls, attending certain sessions, or completing certain quizzes. These points may be used in exchange for some presents or for participation in a draw, which is rather interesting.
6. Mobile Apps: Ensuring that Attendees are Engaged and Aware During the Event.
Today, people cannot imagine working without mobile applications; this applies to trade show organizers and participants as well. These applications act as a one-stop shop for all the information about the event, allowing visitors to easily move around the show, arrange appointments, and get the necessary information on any changes.
Event Navigation:
Some of the common features of trade show apps include maps that enable the participants to move around the exhibition. These maps can show where you can find the booths, session rooms, restrooms, and other such amenities. Some of the applications also provide details of the density of the crowd, which is quite helpful for the visitors to navigate through the crowd.
Networking:
Others are also useful in networking since attendees can communicate before, during, and even after the event through the applications. Users can create profiles, search for other users who are passionate about the same things as them and things they hate, and arrange to meet with such users through the application. This feature improves the interpersonal elements of the exhibit at the trade show so that people can easily identify their contacts.
7. Sustainable Technology: A Study of Trade Shows and Effects on The Environment & Recommendations on the Possible Ways of Dealing with The Negative Effects.
As the population becomes more aware of environmental issues, green practices in trade show businesses become more significant. Therefore, the use of technology in the management of these events has been the right decision in minimizing the impact of such events on the environment, including resources and energy.
Digital Brochures & QR Codes: Static Collaterals and New Age QR Codes.
The use of e-brochures can also avoid the waste that may be incurred during trade shows. Hence, the audience will then be in a position to use their mobile gadgets and capture the code to get the product information, the available catalogs, and the contacts of the exhibitors. This is helpful for the attendees. After all, they do not have to print the needed information because they can scan the code.
Energy-Efficient Displays:
Some of the modern trends include the use of energy-efficient displays like LED screens and low-power projectors to minimize carbon footprint. These technologies use minimal power while providing excellent graphics, making them suitable for firms concerned with environmental conservation.
Conclusion:
However, integrating these technologies is not an option; it is a requirement for business entities. Thus, companies can enhance their presence, reach out to more people, and accomplish the objectives set for the event by using the most up-to-date tools and approaches in the trade show industry. In the future, technology will remain at the center of trade show industry development. By integrating VR, AI in personalization, and environment-friendly approaches, future trade shows will be efficient, exciting, and open to all.
