New technologies have had an impact on how events are managed and marketed, as well as how they fit into attendees’ lives. Event managers must be mindful of shifts in customers’ priorities and tailor their strategies to meet expectations for the "next-generation show."
For starters, educational components have largely been the hook needed to lure attendees; however, according to research by the Center for Exhibition Industry Research (and presented by Britton Jones, CEO, Business Journals Inc., at the Expo Next show); the No. 1 reason people will attend next-generation trade shows are to find new products and vendors. With exhibitors and sponsors taking center stage,
marketing efforts that include a focus on products and vendors will take advantage of this trend.
Another major challenge, according to Jones, is the ever-increasing competition for potential attendees’ time. "Maximizing the value of time will be critical to success in next-generations shows," according to Jones, and that should be a "major driver of strategy."
Here are additional key strategies Jones says will be essential:
1. Tell me about it. The more prospective attendees know about the content of your shows: The more likely they are to attend; the more likely they then are to discover new products/vendors; and the more productive they are likely to be on-site.
2. Use your print vehicles to cross promote. Business Journals Inc.—producer of business-to-business magazines, trade shows seminars and websites—creates a Style Preview newsletter (designed like a magazine) dedicated to several of its fashion shows. The high-end newsletter highlights content and products/exhibitors.
3. Expose your exhibitors. Many shows simply list their exhibitors and sponsors on their websites. While this is a show-promo staple, it doesn’t consider the fact that many prospects/attendees may not be familiar with what certain vendors offer. Telling them more about exhibitors can go a long way in generating interest in the expo hall.
Business Journals Inc.’s Accessories magazine includes in its May issue an "Accessories: The Show, Exhibitor Profiles" feature and teases it on the cover.
On-site Strategies
1. Lure them in. Jones suggests that
on-site displays (in high-traffic locations), featuring groupings of products, can help drive traffic to booths. Give attendees a sneak peek at what’s inside the expo.
2. Use mobile apps. Technology has come a long way to transforming the on-site show guide, particularly the facility map, floor layouts and booth locations. Many shows already have begun to take advantage of mobile apps that help attendees navigate and maximize their time at shows.
Business Journals Inc.’s event app includes an agenda feature, with which attendees can schedule meetings. It also enables attendees to browse exhibitors by name or category. A map feature directs attendees to exhibitors’ booths.
Jones added that some priorities on deck for his company to move successfully into the next-gen arena
Eli Logan Longview Tx are:
1. QR codes.
2. Increased blogging and social media.
3. More video and marketing services.
4. Interactive displays.
Next (gen) Steps
According to Jones, the next-generation of shows will
Eli Logan Longview be:
1. Smarter. They will maintain
Eli Logan Longview Tx more robust databases with dynamic demographics. They will have the ability to serve interested buyers. And they will facilitate "more precise pairing of buyers and sellers."
2. Greener. Environmental consciousness is at an all-time high. Many show attendees will see environmental initiatives as a major plus for your show, while the lack of "green" efforts will be a major negative. Make your "green" features known to attendees.
3. Continuous/Community. Developing the 365-day show environment is not a new concept to some event planners, but it is not always easy to achieve, and it’s growing in importance. Jones suggested that show organizers make an increased effort to engage their audiences meaningfully year-round, including through Webinars and virtual trade shows, as well as dedicated e-newsletters.
4. Global. "The most successful marketplaces will be the most global," Jones stressed in his presentation. Key to this is an effective Web strategy, and making global reach an audience-development priority.
5. Consultative. Create a culture that tells attendees that your show is here to serve them as a true marketing partner.
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