While many events and trade shows are usually designed specifically for industry professionals, sponsors, retailers and the Media, we are witnessing a sudden surge in events dedicated to the public—the people who actually buy and use your products and services. Groups like the Toy Industry Association are realizing that there is a huge demand from fans to attend shows that feature brands and products they are interested in—but how do they still cater to the professional side of trade shows as well?

The Toy Industry Association solved this problem by partnering with LeftField Media to launch the inaugural Play Fair, a separate event that was located at the same trade show for the North American International Toy Fair. The Toy Fair was a traditional event held in New York going back 113 years. It was developed for major toy brands like Mattel, Lego, and Playmobile to showcase new products and innovations in a professional, business environment—it wasn’t open to the general public. By creating a new, independent event designated for the public, the Toy Industry Association avoided alienating brands that wanted to attend a strictly business event while also giving brands an opportunity to connect with their audience. Brands that chose to be a part of the event could sell exclusive collectibles and fabricate fun, interactive fan experiences for all ages.

In today’s consumer market, creating fans and a real community of supporters is exceedingly valuable for promoting your brand and driving sales. Brands used to focus solely on the retailer and leave it to the retailer to impress consumers, but with the advent of Social Media this idea has become nearly irrelevant. Brands and consumers care more about the buzz that’s generated by fans through social media outlets. Companies are increasingly using social media to build a direct relationship with their target audience or risk losing their appeal.

Events open to the public have mastered the art of using a physical connection with customers to create traction for brands. Gaming and media events like TwitchCon and Comic Con have experienced massive success in terms of public interest and attendance. When the New York Comic Con was first introduced, expected attendance was around 10,000 to 15,000. The most recent New York Comic Con recorded 155,000 attendees—Comic Cons hosted in other U.S. cities also draw in more than 100,000 people per event.

When there’s a community of people who are passionate about a brand or product, opportunities to gather and have a rich experience will garner a flood of interest. The trade show industry is evolving and a new audience is emerging—it’s an opportunity to promote your brand and your product on a whole new level using creative and exciting marketing strategies. You don’t have to stop exhibiting at professional trade shows either. Exhibiting at both a business-oriented event and a public event could help you extend your reach without compromising traditional connections.

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