What will 2022 bring for trade shows?
Honestly, that is up in the air and changes constantly. With mandates changing on a daily basis, new variants of the sickness that shall not be named, and budgets still being tight, the predictions are all over the place.
Here are a few of the major things that I do predict.
Businesses will be much more intentional about their trade show spend.
Unfortunately, this may mean fewer vendors and sponsors at the local and regional shows. That does leave the door open for the local companies, or the companies that have the budget to attend the national shows and the regional ones to grab a larger market share.
It will also mean more targeted messages and after events. Many companies are limiting the people who will attend the shows as well. I would always be ready to go to a hybrid or totally virtual event until the end of 2022.
It can not be just about the trade show floor
You need to be exhibiting, speaking, and setting up client and prospect meetings while at trade shows. You also need to use social media and your website to extend the life and reach of your booth.
Follow up will become more important than ever with smaller numbers of vendors being able to target and personalize messages to their ideal client.
A table cloth and pop up banner probably won’t cut it.
As technology advances and it becomes harder to gain peoples attention, booth design must evolve as well. Interactive booths, augmented reality, and immersive experiences – even in a 10 x 10 will become the norm.
Be flexible
Anyone that tells you that they know 2022 will turn out like x is crazy. The world we live in is very fast paced and can change in the course of two days. Be flexible as you go about planning your 2022 trade shows, know when to roll with the punches and when to pull the plug.
What are your plans and goals for the 2022 trade show season? I am excited to hear about your plans.
Great content! Keep up the good work!