Key Tendencies for Massive Exhibitions

In the beginning of a brand new yr, it is vital to evaluate the challenges and successes of the previous yr within the context of huge exhibitions. Understanding these traits and their implications is essential for devising efficient methods and making certain continued development and innovation within the exhibition trade.

Within the final yr, 4 traits emerged as focal factors for the trade: Digitization, sensible networking, blue dot know-how, and generative AI.

Preserve studying to seek out out extra about these 4 key traits, plus ideas for how one can use them to tell your technique going ahead.

Digitization

A 2023 survey of the worldwide exhibition trade revealed that the “Affect of digitalization,”  (aka digitization), emerged because the second most vital concern globally for main companies. It held the main place alongside “Competitors with different media” from 2015 to 2022. These outcomes underscore the pivotal function digitization performs in shaping the exhibition trade.

Within the context of the exhibition trade, digitization entails the transformation of assorted points of occasions, comparable to attendee registration, advertising and marketing, content material supply, and knowledge assortment, into digital codecs. This shift permits for extra environment friendly administration, enhanced accessibility of data, and the utilization of know-how to streamline occasion processes and enhance attendee experiences.

Occasion tech platforms and apps present the mandatory infrastructure and instruments to execute digitization successfully. By adopting occasion tech options comparable to Swapcard, organizers are capable of streamline attendee registration, supply revolutionary advertising and marketing channels, facilitate digital content material supply, and obtain seamless knowledge assortment and evaluation.

These instruments are invaluable for exhibitors—boosting visibility and serving to generate leads by establishing focused networking probabilities with detailed stats. This implies exhibitors can fine-tune their methods and profit from their investments, all whereas maintaining with what their viewers actually needs.

And let’s not neglect — going digital can also be good for the planet! Utilizing digital supplies and communications means much less paper waste and extra eco-friendly occasions. Plus, providing digital attendance choices doesn’t simply save timber, it makes occasions extra accessible to a wider viewers. It is a win-win that helps the planet and ensures everybody can take part.

➡️ Wanting forward: Double down on digitization

Occasion know-how is right here to remain. If you have not already built-in an occasion tech resolution in your upcoming occasions, 2024 is the yr! This is a complete information that can assist you select the finest platform in your on-site occasion wants.

Smarter Networking

Networking at commerce reveals is a catalyst for development. It is an opportunity to showcase services or products, generate leads, and discover potential partnerships. Face-to-face interactions create an enduring impression, fostering belief and laying the groundwork for future enterprise endeavors.

Nonetheless, conventional networking at commerce reveals typically lacks effectivity and personalization. Attendees navigate these occasions blindly, counting on probability encounters that will not align with their particular pursuits or wants. The sheer quantity of contributors could make figuring out and connecting with the precise folks difficult, resulting in missed alternatives and superficial interactions.

Massive exhibition organizers are fixing this problem by implementing AI-powered networking — often known as AI matchmaking. 

AI matchmaking is when attendees are matched with different attendees primarily based on pursuits, wants, and matters. This thrilling know-how transforms networking from a hit-or-miss endeavor right into a strategic course of the place each connection is intentional and significant. 

At Swapcard, we’ve seen a 7% improve within the frequency of use of our networking options in 2023 vs. 2022 —attendees are huge followers!

As we speak 27% of all connections through the Swapcard app are powered by AI, and that’s not slowing down anytime quickly.

➡️ Wanting forward: Leverage Good Networking Instruments

Put money into platforms or applied sciences that facilitate smarter networking amongst exhibitors and attendees. Give attention to creating personalised matchmaking, making it simpler for contributors to attach with related contacts and foster significant interactions.

Blue Dot Know-how and Location-based Messaging

Blue dot know-how (often known as indoor geolocation) pinpoints the precise geographic place of an object or particular person, utilizing varied applied sciences like GPS, Wi-Fi, or cellphone networks. The most well-liked instance is when Google Maps helps you discover a restaurant close to you.

Within the commerce present trade, blue dot know-how is getting used to supply real-time navigation help on the commerce present. This know-how is a lifesaver at giant exhibition areas the place it may well take 10+ minutes to stroll from one finish of the present flooring to a different. Blue dot know-how additionally permits organizers to maximise ROI by analyzing on-site visitors patterns, permitting them to strategically promote high-traffic areas at premium costs with strong data-backed insights.

Nonetheless, in current months, giant exhibition organizers have been searching for new methods to make use of this identical know-how to drive greater exhibitor ROI and create a extra tailor-made expertise for attendees. The reply got here within the type of location-based messaging.

Location-based messaging (generally known as geofencing) refers to the usage of  GPS, Wi-Fi, or mobile knowledge to ascertain digital perimeters or boundaries round bodily places. 

Listed here are some methods you would use location-based messaging at your subsequent exhibition:

Set off personalised promotions as attendees enter, exit, or transfer inside designated areas,
Notify attendees about widespread sights close by in real-time,
Inform attendees of close by professionals sharing comparable pursuits,
Push notifications in real-time if you happen to discover {that a} sales space in a particular location is underperforming.

However after all, with nice energy comes nice accountability. Location-based messaging needs to be used judiciously: if attendees are getting messages each 30 seconds, it defeats the aim of the know-how.

➡️ Wanting forward: Make the most of blue dot know-how and location-based messaging for personalised experiences

Within the upcoming yr, extra organizers will leverage geolocation and geofencing know-how to create a extra personalised expertise for attendees. The advantages included greater attendee engagement, elevated conversion charges for exhibitors, and decrease promoting prices.

Generative AI

In 2023, generative AI gained over commerce present organizers and content material advertising and marketing groups alike. Generative AI is a department of synthetic intelligence (AI) that makes use of realized patterns and knowledge to generate new content material autonomously. The intention is to restrict the necessity for direct human enter for every particular person piece of content material created.

Listed here are among the widespread makes use of of generative AI by giant exhibition organizers over the past yr:

Fast sentiment evaluation of attendee suggestions utilizing generative AI instruments like Mission Spark.
Automated translations and closed captions that foster an inclusive atmosphere amongst various attendees.
Creation and repurposing of content material, comparable to personalised occasion guides, partaking displays, and visually beautiful sales space designs.
Automated segmentation of occasion audiences for tailor-made, personalised experiences primarily based on attendee behaviors and preferences.

By leveraging generative AI, commerce present organizers can revolutionize attendee experiences, personalize content material supply, and streamline operational duties, releasing up time for extra strategic occasion planning.

➡️ Wanting forward: Go for an AI-powered occasion platform

Generative AI will proceed to make exceptional strides within the upcoming years. Adopting a devoted AI-powered occasion platform will consolidate all of your occasion administration duties, providing a centralized hub for all of your wants.

Conclusion

Understanding and harnessing these traits—comparable to elevated digitization, smarter networking methods, location-based messaging for personalised experiences, and adoption of AI-powered instruments—will allow organizers of huge exhibitions to create immersive, tailor-made experiences that captivate attendees, optimize operational effectivity, and lead the cost in innovation.

Able to propel your occasions into the longer term?