Are Large Trade Shows Dying?
The short answer to the question is no, but...
Do you want to know what I really think? Keep reading...
Welcome to this week's newsletter. I spent last Monday to Wednesday exhibiting at the GESS Dubai show at the Dubai World Trade Centre. While I sat there during some of my not-so-busy spells, I began to think about whether or not large trade shows are a dying breed. As you may or may not know, I am a real marketing geek, and so I started to think of how trade shows may now evolve to ensure increased footfall and engagement. Here goes:
In our dynamic business world, trade shows have long been pillars for networking, showcasing products, and industry innovation. Yet, the traditional trade show model is encountering significant headwinds. Understanding these challenges is critical to adapting and thriving in the new market realities. Here are five reasons large trade shows are finding it harder to maintain their past prominence:
As a response, trade shows can reshape their strategies to stay relevant or even increase in significance. Here's how:
Hybrid Models now allow for a combination of in-person and virtual attendance, broadening accessibility. This also allows the show to go on for a more extended period online without much more cost to the exhibitors.
Enhanced Networking Through Technology uses digital tools to create meaningful connections. Do not be shy to gamify the experience.
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Sustainability Initiatives should be employed to minimise environmental footprints.
Year-round engagement ensures the conversation and connections continue beyond the event. As a part of exhibiting at the event, exhibitors should be offered special discounts to continue their advertising with media partners like Teach Middle East so they can be front of mind for the decision-makers.
Team up with more focused and specialised events to create a platform for deeper dives into specific industry segments, like the Middle East School Leadership Conference ( MESLC), which hosts school leaders from across the Middle East.
The trade shows that choose to evolve will thrive, and those that do not may die.
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1 年Leisa Grace Wilson, I think you have raised some great points. Large trade shows are not yet dead, but they will be if they do not incorporate more technology etc.
International Education/EdTech Commercial Leader | Trustee of a MAT | I help businesses solve sales and marketing problems
1 年There are 2 perspectives to this question. 1 from the exhibitor's viewpoint, and the other from the customer. Speaking from experience and with colleagues in other organisations. The difficulty of recognising ROI on exhibiting at large events is challenging. Yes, you have the opportunity to engage with a higher number of prospects, however, in reality, 95%+ of the conversations that are had at large events do not materialise into anything. Add to this the high-cost price to exhibit it is putting a lot of SME's off. Customers like to attend the larger events because they believe there is more choice and understanding what is new in the market is vital. However, in reality, most customers are only interested in 1,2, or 3 specific areas which means that the vast majority of an exhibition doesn't hold value. What I have seen over the past 5 years are smaller more specific events popping up that are tailored to one or a small number of target consumers. This brings far better value for money for the exhibitor and a laser focus on development and new market trends for the consumer. As it currently stands don't believe that large events are dead but I do believe far more focused conferences will be "better attended" (for all parties)
Long gone are the trips out on a “jolly” just to escape & collect goodie bags. Interesting points & definitely still a place for events that are relevant & offer potential solutions of real value.
FCCT NPQEL | Superpowering international leaders & teams | 3XLinkedIn Top Voice | I co-improve stuff | 4th culture futurist
1 年This is a really great newsletter topic Leisa Grace Wilson There's something organically immersive about a 'gallery-style marketplace' that trade shows create, where - as professionals we can mingle and make connections. This is particularly true in education where often industry professionals are demonstrating hands-on tools and techniques that impact best with in-person, live engagement and immediate expert technical dialogue about practical stuff. That being said, cost-prohibitiveness is a growing factor particularly where you have the very innovative incubator-style start-ups being available predominantly digitally. I believe the large trade show costing model will have to adapt to be more inclusive of this and also to respond to lower demand. Over time as we will all become more accustomed to digital immersion, this will become more impactful and life-like. There will be wider access to the tech to host/attend more frequent year-wide meta trade shows. The vendors will need to offer more and the purchasers will be given more choices.