When COVID effectively canned every live event on the books, we heard many people proclaim, “Trade shows are dead.” Many of the same folks enthusiastically predicted virtual events would quickly take over, saving exhibitors a ton of money and making it easy for attendees to simply jump online and connect with whoever it was they were hoping to see at the show.
But nearly five years later, it’s safe to say that neither of these predictions were true. We tried virtual shows. We designed a few virtual booths and even created our own lifelike avatars to network virtually. Most weren’t a total bust, but it would be hard to say it reshaped the event industry. That’s not to say folks didn’t produce some great virtual events, but the overwhelming consensus was that everyone would rather meet in person. It was a great attempt to make something happen during an unprecedented time, and virtual events are still a great resource in certain situations, but time has told us they weren’t the game-changers some predicted, and trade shows are now more relevant than ever.
So with show season kicking off for many industries, we thought it would be a good idea to throw out some facts about why shows are more important than ever, as well as a few ways to save time and money next time you exhibit.
Trade show sentiment by the numbers
Statistics are just a piece of the story, but offer valuable insight nonetheless. Here are a few that caught our eye:
- 80% of respondents to Freeman’s 2024 Attendee Intent and Behavior survey say that in-person events are the most trusted marketing channel. This is a 5% percent increase from 2023. (Source: Freeman)
- 92% of attendees expect to attend more in-person events in 2024, while 8% plan to attend fewer events. (Source: Freeman)
- Respondents to AMEX’s 2024 Global Meetings and Events survey said three-quarters of their meetings and events next year will be either entirely in person (59%) or hybrid (20%), with the remaining (21%) virtual. (Source: AMEX GBT)
- 82% of attendees prefer to attend in-person events, while 17% say their preference depends on the event topic. (Source: Freeman)
- 73% of companies held in-person events in 2023. (Source: Splash)
That’s a bunch of numbers, but they paint a picture of a growing industry, not one fading away. That’s because most of these statistics are driven by one thing people still crave and value:
Trade shows are a place for human interaction
Before the advent of computers, cellphones, and wireless networks (can you imagine?), shows existed so like-minded people could get together in person to do business, network, and explore new products and technologies. Today, it’s true that we can achieve some of these goals from the comfort of our desk chairs, but at our cores, most of us still value and crave the connection that only real humans in real life can deliver. And in a world where it can be hard to decipher whether you are talking to a human being or a computer, this is truer than ever. A warm handshake, running your fingers across a brand-new product, or having a cup of coffee with an old colleague are just a few things that can only be accomplished when we are all in the same place, connecting face-to-face.
Common Challenges
So now we’ve made our point: live events aren’t going away. But depending on the structure and budget of your business, that doesn’t mean they are always easy to justify or execute. Fortunately, two of the largest drivers of costs are relatively common across industries, and we can help you save on both.
Drayage and Logistics
Drayage, the cost of moving items in and out of the venue, as well as storing empty containers, is one of the largest drivers of trade show event costs. Usually priced per hundred pounds (also known as CWT), this service can far surpass the cost of your exhibit space, especially if any of the transportation falls during an overtime period. With that in mind, scrutinize everything you plan to bring. For example, if experience tells you are only going to need 200 brochures, don’t bring 1000 because that’s how many are in a case. When in doubt, think clean and simple.
But while careful packing helps reduce drayage, the biggest contributor to weight is the booth itself. There are a plethora of modern display systems that employ lightweight materials, such as aluminum structures instead of traditional wood fixtures. Does your old booth weigh a ton? Consider a redesign to freshen things up and save money at your next event. We have designed booths for some of the world’s biggest brands and examine every aspect to ensure it will convey your brand’s message while being as affordable as possible to set up and transport. In addition, we can set-up, teardown, and manage every aspect of your onsite logistics for a truly turnkey experience, so your staff can walk in on opening day and get right to doing business.
Smiling Faces
According to Splash, lack of human resources is the top challenge for event marketers. It can be expensive to send a big chunk of your workforce to a show, especially if it is a long way from home. And that’s not including the lost opportunity cost of having key team members out of the office. Additionally, the skills that make someone a star at the office don’t always coincide with excelling at events. For example, your digital marketing specialist may be the best in the biz, but absolutely dread engaging attendees and making conversation on the show floor.
Regardless of the reason, we can help. We have a team of seasoned event specialists who can make your brand LOOK good! We are product-focused, with professionalism guiding everything we do, so we act as a seamless extension of your brand and core staff. Our team members love educating people, creating connections, and generating leads that can drive business for years to come.
