Successful companies are always adapting to change. Those who are fast use their advantage. Of course, this also applies to trade fairs. In the following section, we have taken a look at current trade fair trends. This is the only way to understand how trade fairs are conceived, organized and experienced by the audience.
Trend no. 1: Digital transformation
The digital transformation does not stop at physical trade fair stands. Virtual and hybrid trade fairs have gained enormously in importance, and not just because of the pandemic. But even after the pandemic is over, many entrepreneurs no longer want to do without the digital benefits. Digital technologies are often used at trade fairs to present exhibitions, presentations and networking online via livestream. One option, for example, is virtual tours of the trade fair stand. This allows entrepreneurs to achieve a global reach, increase interaction and demonstrate innovation.
Trend no. 2: Sustainability
Sustainability has arrived in the trade fair industry. In itself, this could be a contradiction in terms. After all, trade fairs consume a lot of CO2. A study conducted by the Macromedia University of Applied Sciences in Cologne on behalf of Visable found that up to 90 percent of CO2 emissions at trade fairs were attributable to travel to and from the event and overnight accommodation for international participants. There are no reliable figures on the CO2 consumption of individual trade fairs in Germany. The example of the IFA International Consumer Electronics Fair in Berlin makes it clear: the carbon footprint of the IFA is larger than the carbon footprint of the city of Frankfurt am Main in one year. Of course, there are initiatives to reduce harmful carbon dioxide emissions. Instead of printed flyers, many trade fair stands rely on digital offers for download. However, trade fairs can only become green if they use a hybrid model and thus significantly reduce the CO2 consumption of participants’ travel to and from the event.
Trend no. 3: Experience orientation
Trade fairs are increasingly developing into worlds of experience that offer visitors unique and immersive experiences. This includes interactive exhibitions, virtual reality applications, live demonstrations, games and other activities that actively involve and inspire visitors. Target groups who have not traveled to the trade fair should not be forgotten either. The experience should therefore not only take place at the trade fair, but worldwide.
Trend no. 4: Personalization
Personalization is the key to trade fair success. Off-the-peg offers are not popular with visitors. This also applies to B2B. Every visitor wants to feel valued and expects their individual needs and questions to be addressed. Data-driven analyses and technologies such as artificial intelligence enable exhibitors to create personalized offers for their customers. But knowledgeable employees who can score points with their experience also contribute to personalization. Perhaps you should be presented to an even larger audience than the trade fair visitors on site?
Trend no. 5: Community building
In times of social media, a strong and large community is becoming increasingly important. Exhibitors can pick up on this trend in the trade fair sector by using social media tools and networks on their stand. A specially programmed app just for the stand creates a sense of togetherness and encourages networking. But special trade fair tools also promote networking or offer matchmaking services, for example. This makes it easier for exhibitors to create networks and use interactive communication opportunities.
Trend no. 6: Inclusion and diversity
An exhibition stand should be as diverse as society itself. As an exhibitor, create an inclusive and diverse environment on your stand. Overall, there is an increased effort to include a wide range of speakers, exhibitors and attendees from different cultures, backgrounds and genders.
Trend no. 7: Artificial intelligence
Still in the starting blocks, but artificial intelligence will fundamentally change the trade fair sector. For example, AI can be used to gain insights from visitor data. This enables organizers to better understand visitor behavior, make personalized recommendations , identify patterns and fundamentally improve the trade fair experience.
