The Evolution of Trade Shows in the Digital Age

Hello Everyone,

I hope you all are having a good week.

I've spent roughly 20 years working in trade shows, traveling about 55,000 miles each year to build relationships with government decision-makers in civil infrastructure.

Reflecting on this experience, I realize the significant role local trade shows played in creating procurement opportunities. Traditional business-to-government sales methods include cold calling, telemarketing, emailing, magazine articles, trade shows, mailers, brochures, and entertainment.

I decided to leave my career to transform procurement and how we network and educate our civil infrastructure professionals. This change will increase market share for vendors and assist government decision-makers in making more informed decisions about the products, services, and materials they procure every day.

We discovered that virtual events yielded a substantial Return on Advertising (ROA), with an impressive 80% conversion rate. It provides comprehensive analytics and digitally facilitates sales by effectively matching people together.

Trade shows have long been recognized for years their ability to facilitate face-to-face connections. However, in recent years, there's been a noticeable shift towards hybrid models. These models blend the value of in-person interactions with the convenience and reach of digital platforms. Such hybrid events are not only more cost-effective but also significantly reduce environmental impact and the strain on attendees' personal lives.

The Limitations of Traditional Trade Shows

Looking back on on my own experiences, I recall countless hours spent at booths while potential decision-makers were engaged in various classes or seminars. The traditional trade show model, effective in certain aspects, has its limitations. It is often expensive, environmentally concerning, and sometimes fails to connect vendors with their intended audience. Decision-makers tend to gravitate towards shows that align with their personal interests, rather than those that are most beneficial to their professional development.

Leveraging Data for Enhanced Targeting

The key to revitalizing trade shows can be found by leveraging data. By analyzing attendee behaviors, organizers can tailor events to suit the specific interests and needs of their audience. This targeted approach guarantees that public works directors, for example, are presented with content that resonates with their interests in culture, workforce management, and leadership.

The Rise of Hybrid Virtual Events

Hybrid virtual events represent a significant advancement in the trade show industry. They offer flexibility, allowing attendees to participate from anywhere in the world, thereby expanding the event's reach. These events also provide a platform for more diverse and inclusive participation, breaking down geographical and logistical barriers.

The Impact on Traditional Marketing Methods

This shift towards digital and hybrid events shows a need for the reevaluation of traditional marketing strategies. While digital marketing, trade shows, and magazine articles continue to play a role, the integration of digital transformation into these spaces can significantly enhance their effectiveness and ROI. By collecting and analyzing data from these events, businesses can gain valuable insights, allowing for more targeted and impactful marketing efforts.

Conclusion: A New Era for Trade

Shows and Networking

As we move forward, the trade show industry is positioned to enter a new era, one where digital transformation paves the way for more meaningful interactions. Hybrid events, powered by data-driven insights, offer a glimpse into a future where networking and professional development are more accessible, efficient, and sustainable than ever before.

The integration of digital technologies in trade shows and events is not just a trend; it's a strategic evolution that responds to the changing needs of businesses and professionals alike. By embracing this shift, organizations can create events that are not only environmentally and economically sustainable but also deeply resonant with their target audiences. The future of trade shows is here, and it's digital, dynamic, and decidedly more impactful.

Let's talk about how we can help civil infrastructure open up markets and build long lasting digital relationships.

Chad Smeltzer

CEO Bidcurement - The Infrastructure Network

Host The Infrastructure Hot Seat Podcast