10 trade show trends for 2004
1. Pent-up demand released
With today's stronger economy, marketers are eager to replace their worn-out exhibits to better reflect their current marketing messages and look good compared to their competition.
2. R.O.I. more critical than ever
Exhibitors, who are competing with other mediums for marketing dollars, must squeeze the most results out of their trade show budget.
3. More regional/vertical shows require greater flexibility
Travel hassles, greater market segmentation, and improved results have made regional and vertical market trade shows more attractive. However, to work with multiple booth sizes and marketing messages, they require more flexible and adaptable exhibit systems.
4. Cleaner, european design
A decade of the frenetic "Photoshop" look has left trade show attendees over stimulated. The most eye-catching exhibits now do more with less, by offering attendees a calm and inviting place to rest their eyes, with a clean, yet bold branding message.
5. Inviting, open environments
Exhibitors have moved away from building massive structures. Now they build open environments that balance the need to proclaim a brand with the need to invite in attendees.
6. Modular and hybrid exhibits replacing traditional custom
Exhibitors are finding traditional custom exhibits challenging in terms of new requirements for flexibility and increasing costs of shipping, installation, drayage and storage. Modular exhibits can save up to 50% or more for shipping, drayage and storage costs.
7. Internet research driving more event product demonstrations
Buyers often now go to the Internet to do preliminary research on products. So when they come to the trade show, they want to see and try out the real product. Attendees also want to meet face-to-face with potential vendor's people.
8. Fewer, But Higher Quality Attendees
Travel restrictions have lowered the numbers of attendees from individual companies. However, those attendees are typically in higher positions with greater buying authority.
9. Exhibit rental lowers cost, adds flexibility
More exhibitors have discovered the advantages of exhibit rental in giving them more flexibility and lower costs for one-time events. Expanded exhibit rental options help exhibitors still show a distinctive, high-impact look.
10. Fabric graphics create impact
New technologies in fabric graphics and exhibit systems have allowed exhibitors to create larger, bolder, and more intriguing graphics. Fabric graphics are lighter weight to save on shipping and drayage costs, and more durable than laminated graphics.