evm_june-2024 - 140

PARTNER PERSPECTIVES
EVENT MARKETER: Mike, let's start with how trade show
attendees are changing-in terms of who shows up and
how they behave?
MIKE ELLERY: Attendees at trade shows are becoming more diverse
and multidimensional. We're seeing a mix of generations on the
trade show floor, and that needs to be addressed more directly.
Different generations learn and interact in different ways. Digital
natives, like Gen Z and Millennials, often prefer to access content
on their own, while Boomers are more inclined towards face-to-face
interactions. Live events are now seen as the most trusted source of
information for younger generations, especially with so much fake
information out there through other channels. Plus, the audience is
skewing younger as the workforce empowers decision-makers earlier
in their careers. Exhibit footprints and components are being tailored
to this diversity, offering engaging opportunities for both faceto-face
interactions and novel technologies that complement the
product and brand stories. We're also seeing more culturally relevant
iconic objects that reinforce or enhance the brand story, drawing
people in to explore something cool and understand its relevance.
EM: Adam, you're seeing clients really recommitting to
which trade show investments?
ADAM CHARLES: We're seeing more brand marketers find success
with content-centric trade show experiences these days. The
focus has shifted from just displaying loads of products to creating
engaging storytelling that makes their messaging more memorable
and persuasive. It's all about immersive narratives and interactive
content, which helps brands forge stronger connections with their
audiences and leave a lasting impression. By investing in innovative
content displays, things like massive multimedia presentations,
focused live demonstrations, and experiential zones, brands are
creating dynamic environments that really captivate attendees.
This shift boosts brand visibility and also fosters deeper audience
engagement, driving more meaningful interactions.
EM: Are clients under pressure from their own corporations
to get more sustainable?
KRISTY ELISANO: There's definitely a top-down move toward sustainability
at many larger brands, driven by corporate goals and metrics
that need to be met. But it's not just coming from the top. We see
a lot of trade show program owners personally committed to supporting
and sustaining our environment. They believe in the importance
of making their exhibits more sustainable and are actively seeking
out ways to do so. So, while corporate pressure is a factor, there's
also a genuine personal commitment from the people running these
programs to find and implement more sustainable solutions.
EM: The top trade show exhibit trend of the year is...
ELLERY: Dematerialization. With the push for sustainability and
the rising costs, both financially and environmentally, of manufacturing,
we're seeing different approaches to creating a physical
presence on the trade show floor. More budget is being spent on
engaging the attendee, with more immersive media and less physical
structures. Exhibits made entirely of recyclable, reusable, and
sustainably sourced materials are supporting lightweight substrates
that create volume and define the space. Rental LED video walls,
reused from event to event, provide the ability to quickly create,
140 EVENT MARKETER SUMMER 2024
update, and change content. This extends traditional print deadlines,
reduces production costs, and allows graphic content to align
with current messaging needs. New LED products allow for new
form factors and design elements, integrated into and replacing
structures, floors, and walls. Non-traditional approaches to materiality
are gaining momentum. The richly finished cabinetry and
refined details are being replaced with high visual impact and the
unexpected utilization of less exotic materials.
MARC HERRON: For me the top trend is immersive, interactive
experiences that use advanced technologies like augmented reality
(AR), virtual reality (VR), and artificial intelligence (AI). These
tools really transform traditional exhibits into captivating environments
where visitors can interact with products and services in
new and innovative ways. AI, in particular, is everywhere now, and
it's being used in a bunch of different applications across industries.
It boosts interactivity by providing personalized experiences
and insights. For example, AI-powered chatbots can greet visitors,
answer questions, and guide them through the exhibit. Plus, AI can
analyze attendee behavior and preferences to tailor the experience,
offering customized recommendations and content. This level of
personalization makes the exhibit more relevant and engaging for
each visitor. Combining this with data-driven engagement gives
you powerful insights into what interests visitors the most, so you
can optimize your presentations accordingly.
EM: Go ahead-name names. One of your favorite trade
show experiences projects from the last 12 months was...
CHARLES: ...Siemens at CES. The brand used the show to boost
North American awareness among general audiences, the media,
customers, and partners. The exhibit was centered around a set of
customer stories that demonstrated how Siemens technology is used
and its impact on the world. Engaging content showcased Siemens'
ecosystem in action, dispelling any misconceptions about the brand
being purely a manufacturing entity and highlighting its role as a
technology brand transforming various industries. By having their
customers tell the stories, Siemens made the content more authentic
and relatable. The exhibit was designed to stand out amidst the
chaos of CES by creating a calm oasis with stunning animations
on overhead translucent LED walls. Inside, the space was open and
inviting, featuring distinct areas for customer vignettes with focused
storytelling and an innovation hub that encouraged exploration
and engagement. By leading with compelling customer stories and
using immersive, interactive content elements, Siemens effectively
conveyed the impact of their technology in a memorable way. This
project brilliantly utilized all our integrated services and demonstrated
the power of storytelling in a trade show environment.
EM: The biggest exhibit mistake you still see too many
brands still making these days is...
HERRON: Relying on outdated, static displays and passive presentations
that don't engage visitors. Despite all the advancements in
technology and changing attendee expectations, some brands just
haven't adapted. They miss out on key aspects like interactivity, having
a poor booth design, and not training their staff properly. They
also often neglect pre-show marketing and ignore follow-up opportunities,
which are crucial. Overloading visitors with information
and complicated messaging, not leveraging technology, and underestimating
the importance of visuals are other common issues. And
eventmarketer.com
http://www.eventmarketer.com
evm_june-2024

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