As Las Vegas prepares to reopen for the first in-person convention in more than year, many businesses are now facing the question of how they will move forward. The U.S. trade show industry lost almost two-thirds of its value between 2019 and 2020, as thousands of shows were cancelled and billions in revenue was lost. Some predict the sector will take until 2024 to reach its previous heights, even as the industry displayed a remarkable amount of resiliency to meet the challenges of the last year.

WCG has ensured client success at trade shows through a variety of integrated marketing and communications services including booth concepting and production, creation of sales materials, arranging earned media interviews with C-suite leaders, and staffing shows to support on-site marketing and monitor industry trends. To help our clients prepare for the future, we’ve developed recommendations to pivot trade show strategies in 2021 and beyond. Read on for our top insights on how trade shows will evolve in the post-pandemic world.

How Trade Shows Have Adapted So Far

When trade shows weren’t postponed or canceled outright, pivoting to virtual events was the name of the game for hosts, event management companies and attendees. While such events may not provide the typical product demonstrations or face-to-face meetings, the brand-building, educational and networking benefits of trade shows can largely be achieved through remote attendance. In some cases, these benefits are actually multiplied by the wider audience who can be reached through a webcast show. Organizations that wouldn’t normally attend events due to the required travel and budgetary considerations can easily make connections and educate employees on new industry innovations from the comfort of their own homes, fostering a larger and more connected community.

What Trade Shows Will Look Like in The Future

The Near Term: A Mix of Virtual and Hybrid Events

As vaccines become common, case counts dwindle and restrictions are lifted, many people are expecting a return to “normal” in the near future. However, that doesn’t mean trade shows will immediately return to their former size or format. Many event hosts are playing it safe and staying virtual-only until 2022 or beyond. For the events that are opting to return to the in-person format, expect smaller crowds to start and for the show to largely remain virtually accessible through live stream broadcasts. These hybrid events combine the best of both worlds – those who can attend in person enjoy the benefits of face-to-face networking, while those who opt to tune in virtually can still access the latest in industry knowledge and connect with other attendees online.

The Long Term: A Changed Industry

The rapid switch to virtual events equipped the trade show industry with an infrastructure that will be valuable for years to come, as well as the chance for introspection at the need for flexibility. There will likely be a stronger focus on keynote speakers, supported by digital assets such as recordings of panels and speaker sessions to be shared post-trade show. Companies with booths may also place a greater emphasis on creating virtually accessible elements to drive potential sales and networking opportunities.

What Your Business Can Do to Prepare

1. Develop Digital Materials: Create a suite of digital sales materials, including product one-sheets, customer testimonials, and case studies, and package them so they are easy to share with attendees. Consider allocating a dedicated portion of your website to host these materials that you can seamlessly disseminate to potential business partners, both virtually and in-person.

2. Make a Plan: While organizations may have benefitted from reduced budget for travel, hotels, attendance fees and other expenses, it’s time to take a second look at your near-term business plan. Many business owners may downsize their prior expense allocations for more strategic uses of their budget, including attending smaller scale events, sending fewer employees to events, or selecting free or low-cost virtual trade shows. Consider what strategy will work best for your business.

3. Partner with the Pros: Running a business in this uncertain climate can leave you with few resources to strategically prepare for trade shows. Connecting with an agency and involving them in your planning can significantly reduce the amount of time taken that could be better spent managing your business. Partnering with an experienced firm to develop strategies, materials and booth support will create success at virtual, in-person or hybrid events.

Wilks Communications Group has deep expertise managing trade shows for our clients, from ideation to execution. Contact us at hello@wilskgrp.com for a consultation so we can help your next trade show experience a success.