Top 5 Trade Show Trends for 2018
It often feels like the only constant in the face-to-face marketing industry is that it’s continuously evolving. New design trends, innovative use of materials, technology advances-it is challenging to stay on top of the latest innovations. As we did last year, let’s look at the biggest trade show trends we can expect for the trade show industry in 2018.
TREND ONE: EXPERIENTIAL DESIGN
Great booth design is not simply about architecture. It’s about the total visitor’s experience, from start to finish- and beyond the confines of a booth. The use of new materials and textures that enhance the experience promises to be a game changer in the coming year. Many companies realize a trade show environment is just that—an environment-- and it is important to treat it as such. While it is true technology is a major part of our lives and trade shows, a focus on a “human centric” space is important. It could be a simple as a booth design and finishes that look and feel comfortable to visitors. It could also mean adding engagement interactives that enhance a person’s senses. Rather than starting with square footage and numbers of demo stations, the trend is to focus on the attendee experience first.
TREND TWO: A STRATEGIC APPROACH
Rather than approaching each event on the trade show calendar as an isolated project, we believe a new approach will take over in 2018. Experienced trade show managers are recognizing the value of taking a holistic, strategic approach to the entire calendar of trade shows, events and campaigns. We call this a program. However, a successful program isn’t simply about organizing the show calendar into tiers to maximize spend and effectiveness. It is also about aligning different elements of the marketing plan so that they work in concert with each other.