Breathe New Life Into the Trade Show Industry with These Four Transformations

The trade show industry has a rich history of celebrating new ideas that are on the bleeding edge of innovation. It has grown into a multibillion-dollar behemoth, yet it’s stagnated with the rules and regulations put in place to help big companies get ahead.

Trade shows are by far one of the most effective channels for marketing and networking, but that doesn’t mean there isn’t room for improvement or that exhibitors aren’t still underserved.

It’s time for trade associations and vendors to start thinking about the next phase of development with these long-overdue changes:

1. Lower Costs for Exhibitors

Trade shows are one of the most effective lead-generation channels for B2B marketers, so many exhibitors and vendors have made a habit of inflating price tags and milking every possible cent from exhibitors.

Problems like not knowing the full cost at the time of registration drive startups and Fortune 500 companies to choose alternative marketing initiatives and even bring events in-house.

Allowing associations to package products and services ahead of time, provide transparent pricing and save exhibitors money would encourage more companies to participate. Plus, if trade shows were more affordable, companies would be able to exhibit at more shows, increasing participation and creating a demand for more events. Competition would drive down expenses, and associations could introduce a handful of extra vendors to their selections to help control costs organically.

2. Increase Exhibitor Advocacy

Exhibitors are often the only paying entities at trade shows, which makes them the lifeblood of events. Unfortunately, they’re usually treated as an afterthought, rather than the main focus. The industry is operating like a large company that thinks it’s too big to put its clients’ needs first.

Associations need to become advocates for their exhibitors and take ownership of their events. Remember that exhibitors are preparing for many events with many deadlines while adhering to strict budgets. They need tools to quickly and effectively plan, order, manage, and report on all these events.

The first show that outwardly advocates for exhibitors and adapts to their challenges will reap incredible rewards.

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