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Trends To Plan Your Return To Trade Shows

Posted By Kevin Fett
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As exhibitions continue to rebound in a post pandemic era, many companies will, or are preparing to, return to one or more live events in 2022. When formulating your go-to-market plans, you may benefit by keeping these key trends top of mind.

KBIS Exhibit - Ion ExhibitsMore than just a show – it’s a destination

Trade shows have historically, and continue to, draw your community together. Trade shows bring a wide range of business people together - - buyers, sellers, press, industry innovators, and educators. No other medium offers you so many opportunities to connect. Take advantage of time on and off the show floor. Host current clients for drinks or a meal. Schedule appointments with new prospective clients.  Leverage your sponsorships to establish new connections. Attend industry meetings with colleagues. Bond with team members from satellite offices. Walk the show and participate in seminars to learn what’s new from your community.

Modex Exhibit - Ion ExhibitsHybrid events are still king

All of us are excited to return to in person experiences after a prolonged period of primarily digital interaction. We are, after all, human. The advent of hybrid events has effectively extended the reach of exhibitor communication. Digital is here to stay and it’s an important element of your live interaction marketing. Establish a clear strategy designed for in person and virtual attendees to consume your “story” through content before, during and after the event.

HIMSS Exhibit - Ion ExhibitsOptimize exhibit design flexibility

The popularity of custom rental designs is understandable. One size does not always fit all. Custom rental solutions allow you to cost effectively tailor your exhibit needs to best appeal to your audience(s). Custom rental exhibits offer you the flexibility to accommodate different space footprints, vertical market messaging, and in booth activities without a significant capital expenditure. You can also add rental exhibit elements to the properties you already own. Think A/V kiosk, refreshment/sampling stand, demonstration stage, or private meeting room. Your marketing budget goes further when you can reallocate funds from expenses such as in and outbound inspection, storage, repairs or refurbishment and even disposal.

Trade shows are back and ready to re-energize your sales and marketing program. For more tips on trade show marketing, contact your Ion Account Executive.