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14 Future Trends to Which the Convention Industry Needs to Pay Attention to in 2015 9. An Exhibition as a Place of Experiences

9. An Exhibition as a Place of Experiences

Attendees’ Expanded Experiences ? Securing Diverse Exhibition Methods vs. Meaningless Party of Technologies

A trend of exhibitions these days shows a combination of new technologies and new media, and marketers are able to use more technologies and media to communicate with attendees. Therefore, attendees can expect diverse experiences they could not have in earlier days. The thing is however, marketers are so obsessed with new experiences; they tend to overly concentrate on how to introduce new technologies that have never been adopted before. If an exhibition only clings to the adoption of new technologies, fundamentals and core values of the exhibition shall drift away from its original meanings.

Therefore, marketers need to keep in mind that what are most important in an exhibition is attendees’ experiences. Hence, they should focus on bringing all components of an exhibition into maximizing attendees’ experiences. For example, even though gamification, exhibition apps, and the green event are the latest trends, marketers should check if they do not impede a smooth flow of the exhibition.

Things to Consider to Raise Attendees’ Involvement

In this regard, the FTTF of IAEE suggests the following list for the exhibition organizer to consider in order to increase attendees’ experiences and simultaneously raise their involvement in exhibits and brands.

▶ How can the exhibition organizer provide more experiences in the exhibition hall?
▶ How can the exhibition organizer raise overall involvement throughout the exhibition?
▶ What are the tools and techniques which can increase involvement and intensify field experiences?
▶ What types and formats can make exhibitions/events consistent and effective marketing opportunities?

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