Adapting Physical Exhibitions with a Digital World

The Exhibitions industry has once again shifted into gear with a flurry of events throughout January. For tech insiders, CES at Las Vegas sets the standard for the year ahead. Across the world, a myriad of trade shows are held, bringing together various industries as they reveal new innovations as we embark on a new year. From boats and vehicles to air conditioning or fashion, it feels like there is an event for almost any industry nowadays. But over the last couple of years, some bloggers and businesses have suggested that the trade show is dead. Why? Because supposedly we all buy online now anyway. There is merit to this claim, admittedly, but it fails to explain why trade shows such as CES are able to attract over 170,000 people and 3,800 plus exhibitors to a draughty hall in Las Vegas.

Part of the issue comes from the cost which comes attached with attending or exhibiting. The cost of travelling, entry and the exhibition stand if applicable can push you over four figures before you can even step into the exhibition hall. For smaller businesses and relative newbies to the industry, being able to see a return on their investment can be a struggle. In fact, this is often cited as the major reasons why first-time exhibitors choose not to return. The fact that major names in every industry continue to attend exhibitions, often supported by industrious start-ups shows the value still associated with trade shows.

A New Era – Digital or Physical

When we can interact with our target audience in just 140 characters, while being able to release new products with a highly-polished video, it’s inevitable that questions will be asked about what the future holds for exhibitions. When surrounded by hundreds or even thousands of competitors, it can feel impossible to claim the spotlight. Announcements and demonstrations from all the major names in your industry will fall over a weekend. Therefore, your new release could easily get lost in the crowd. The odds certainly seem stacked against the trade show… Except for one factor, one which the Digital world can never trump; human interaction.

Seeing as we can now order pretty much anything online and have it delivered to our door, where is the value in physical shops? Well, it turns out a lot of us actually like them. Being able to see, touch, feel and even taste the product provides a reassurance that our hard-earned money is going to the right place. Trying to create trust online often comes in the form of reviews from others. But are they likely to have the same tastes as me? How can I know their opinion is to be trusted?

Trade shows continue to thrive because buyers, clients and customers can see what they are buying. They get to the meet the people who created the product and get a genuine feel for the value of the service. The online marketplace might be simpler, but people naturally like to try clothes on, taste new flavours and see new technology.

Combining the Two Worlds Together

Rather than; are trade shows dying? The question should be phrased; How are trade shows adapting? The online marketplace is as much a valuable tool to businesses as exhibitions are, which is why we are seeing an increasing digital presence within the exhibitions industry. It started out with videos and e-mails, then social media came along and now new technologies are being developed with the sole purpose of augmenting trade shows. CES in Las Vegas is a great example of the value which exhibitions still have, due to attendees’ ability to see the technology in person.

This year saw the preview of wafer-thin OLED televisions, automated cars and even family companion robots. Innovations such as these are only done justice when seen in person. The same factor applies in fashion, motoring, furnishings and many more industries. In sectors where seeing does not equal believing, there is a growing trend towards digital trade shows. These are hosted online but retain the same architecture of exhibitions, allowing visitors to view brands from home without the financial outlay of travelling to an exhibition centre.

The Value of Interaction

Ten to twenty years ago, the idea of making video calls were something out of a sci-fi movie. In the modern age, with high-speed internet and high-resolution cameras, access to individuals across the world has never been easier. Meetings, conferences and one-to-one interactions can all be completed without leaving your desk. But this view is idealistic. The technology is there, but gaining access to the individual is another question and gaining as much valuable information from the interaction is a further challenge.

Exhibitions and trade shows are renowned for being able to break down this barrier. Major events bring together leading professionals in an industry and provide unprecedented access which online simply cannot compete with. An e-mail is an ineffective way of making a positive first impression. However, being able to meet in person enables both parties to gain a complete view of the other. Digital tools such as social media allow individuals to keep in touch and develop the relationship following an event. Although, it is at the exhibition itself that the all-important first impression is made which provides the foundations for any future working relationship.

Augmenting Exhibitions Using Digital Tools

As more businesses and attendees squeeze exhibition halls around the world, major events are quickly becoming bloated and overcrowded. With 3,800 attendees at CES, the chances of seeing all of them over the three-day event are incredibly slim. Here, in particular, digital technology can help. The introduction of monitors and tablet computers allows hulking exhibition stands to be reduced. Exhibitors no longer need a storage room brimming with leaflets and catalogues as product information can be sent digitally. Finally, seeing a product such as an automated car on the road can be viewed visually with monitors.

Exhibitions and trade shows continue to be a hub where industry leaders converge to announce new products and collaborate on new ideas. Rather than being direct competitors, the digital landscape and physical exhibitions both have incredible value in their respective areas. While trade shows were predominantly business events in the past, they have evolved over the years in parallel with a change in societal values. Instead of simply, ‘going to do business’ there is a greater social side which is being supplemented with digital technology. As such, exhibitions continue to evolve with the online landscape, rather than against it.

Go Displays are a leading manufacturer of exhibition stands, with over 40 years’ experience working with clients from a wide range of industries. Our products are designed and developed with the feedback of our clients in mind. For further information on the services we provide, please call 01733 232000 or send an e-mail to [email protected].

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