2015 Trends for Events and Trade Shows

Posted by Cat Virca in Planning, Tips, Trends

Justin Hersh, CEO of Group Delphi, defines some of the changes we can expect to see in the events industry. The industry veteran’s predictions about marketing to an evolved audience and what attendees can expect from the show floor experience are detailed in an article written by Zeenath Haniff in Exhibit City News.

One of the biggest trends to emerge is the growth in media spending on events – the second largest area of growth following digital, according to B2B Magazine. From popups and retail to custom-branded trade events, chief marketing officers (CMOs) are considering how to measure value in the event and exhibit space.

Hersh also talks about the renewed interest in face-to-face communication as part of the social media conversation. In other words, integrating real human interaction into the social space to drive brand affinity.

Hersh lobbies for replacing the term custom rental with solution. By focusing on a client’s specific needs instead of starting with a budget, an exhibit design team can come up with an effective way to meet the client’s objective, and then consider the resources available.

The most exciting trend may be the blending of the physical and virtual worlds on the show floor and behind the scenes. Expect technology to keep morphing the event experience in all market categories.

Read the full article.