Attendee Trends + Exhibitor Insights

Reposted from the desk of Megan Drost-Granett

We’re well into 2024, and the energy is palpable. A whole new generation (that’s ME!) of event goers are taking the floor by storm–but some old school sales tactics are falling flat.

From an event technology perspective, avoiding failure is simple. It requires creativity and faith in the future.

As I’m about to explore and break down for you, Freeman has provided exhibitors with a comprehensive breakdown of trends and insights, offering a clear roadmap of what future clientele demand. There's no excuse for exhibitors to lag behind this year.

Events and Trade Shows are on the brink of a revolution. Failure to adapt to clients' evolving needs will lead them to seek alternatives elsewhere.

We emphasize the importance of sales relationships, but overlook that, like any real relationship, it involves more than sending pleasant texts. It's about planning a high-quality date and showing up with excitement.

Clients attending the event floor are likely immersed in technology—we all use our phones as a second brain. In a business world overrun with burnout, understaffed departments, and budget cuts, why complicate attendees' navigation of your brand?

Digitally transforming your efforts levels the playing field, enabling customers to craft their own game plan and fostering meaningful conversations. Immersing attendees in technology generates a memorable experience, making it worthwhile to leave behind the office and its numerous deadlines for the day.

When inspirational speakers boast follower numbers in the hundreds of thousands, we mistakenly believe we should replicate that impact in the business space. While events have their time to celebrate and enjoy, we mustn't overlook the primary goal of the gathering--networking, education, and sales.

People crave information and seek experiences that offer tangible takeaways upon returning home. With social media facilitating connections, the show floor isn't necessary for meaningful relationships, but attendees choose it for its potential to provide quality information.

Everyone learns differently—hands-on learning can be crucial for success but challenging to achieve. Various solutions exist, including digitizing catalogs, interactive demonstration recordings, or live streams into warehouses for expert walkthroughs.

Booth size, budget, and shipping costs pose significant barriers when bringing large equipment or showcasing full product suites. However, exhibitors mustn't let that limit them and should think creatively about putting their brand in the customer’s hands. Old-school pitches are no longer effective and won’t withstand the scrutiny of showgoers.

Consider this: If you knew precisely what dish would bring the toughest restaurant critic to tears, why wouldn't you serve it?

Exhibitors should ask themselves this when approaching attendee education. Customers seek clear education in an interactive format. Their ability to learn with ease directly influences their buying decision.

If you set up a booth with brochures, hoping your company name and sales team's smiles will generate enough ROI, you'll be disappointed at the end of the show.

Exhibitors must showcase their best materials digitally, accompanied by curated and immersive learning experiences.?

Innovation is crucial at trade shows and in-person events. Toting the same setup around for five years is a budgetary waste—your client base will have seen and heard it all.

Constantly updating material and booth dressing can be costly unless you choose to go digital. Going digital offers new flexibility in showcasing products, with real-time updates enabling your team to stay on the cutting edge without worrying about deadlines or shipping from multiple collateral teams.

At an HVAC show, but someone is inquiring about your plumbing solutions? No problem-access various arms of the business at one click, unlocking a product expert for the unexpected client who visits your booth.

Now, that’s a lot to think about–but it can be summed up by this: the events industry needs to step up its game

Event goers are a changing demographic, and more and more buying power is in the hands of people who vote with their dollar. Make sure they’re invested in your brand by providing quality education, and you’ll be more likely to win out over the complacent competitor.

Megan Granett is an event evangelist and creature of creativity, bringing insights on how technology can make in person marketing more fruitful for all involved.