Trade Shows: Why person-to-person business is not becoming obsolete

We love trade shows and develop and build exhibition stands for many of our clients. Successful company appearances with an experienced trade show agency, despite the pandemic. Read here about the creative solutions we found with our clients and why person-to-person business is not an outdated model.

The pandemic also hit the trade show industry hard. 2020 was a disaster, with over 70 percent of all trade shows planned in Germany canceled or postponed. In this emergency, digital concepts flourished, which we successfully helped implement. However, these can also have their downsides.

Companies draw different conclusions from the pandemic era:

One company is preparing again for normal trade show business at home and abroad and places great hope in direct and personal exchange. In this case, the virtual platform fell short of expectations.
Another company draws a very positive balance from its virtual format. At the same time, the realization matured that, despite everything, it cannot replace direct contact. Here, they are building on a hybrid concept of virtual in-house exhibitions and participation in carefully selected trade shows.
Company number three has decided to initially refrain from participating in trade shows altogether in the future and relies exclusively on virtual in-house exhibitions with analog offerings.

All of this shows: Companies and their products are certainly not comparable in every case. However, the pandemic has sharpened the view on the benefits of the trade show business: In specific cases, it is worth questioning whether customers want and need to experience a product or machine live to make a purchase decision. Or whether and to what extent a virtual format can still be optimized to be target-group-specific, in order to attract more customers.

Ultimately, the trade show business will likely evolve towards hybrid formats, meaning a mix of real encounters and digital offerings. Because even the best digital concept cannot replace direct exchange and immediate interpersonal interaction.

The design and use of exhibition stands will change in post-pandemic times. Individually designed, modular, and reusable exhibition stands and elements offer flexibility and are sustainable. They can be used at public trade shows, but also at in-house exhibitions with selected visitors. From an ecological perspective, sustainable exhibition stands also score points: Impress your target group – and remain authentic.

Digital formats can be used independently of real trade shows, but can also wonderfully complement them. Landing pages, live demos or live streams, online training and/or webinars, ideally interactive with live chat options or small gimmicks like augmented reality tools, up to complete virtual exhibition stands, can be used in a target-group-specific manner.

A 360° trade show concept encompasses all steps from planning and conceptualizing the trade show appearance to accompanying communication and stand construction – depending on the desired scope and budget.

It begins with the development and graphic design of a key visual and stand area planning that considers sightlines and walkways. Communication measures include trade show invitations, preparatory and accompanying press work, the design of landing pages, videos, or 3D animations. The selection and design of giveaways are also part of this.

The execution of the exhibition stand by a reliable, experienced stand builder considers the design while observing hygiene concepts and social distancing rules.

A trade show appearance is composed of many small measures and steps. An experienced trade show partner will competently advise you through all phases of trade show planning and execution.