by Jim Obermeyer
What does the future of the exhibition and events industry look like? Will it survive the changes that are taking place in the world right now and whatever is to come in the future? If only we could see the answer by staring into the crystal ball.
Without that, let’s take a look at what is impacting us right now, and maybe we can make an educated guess.
Generational Differences: You can read all you want about how different each generation is — from Baby Boomers to Gen-X, Millennials, and Gen-Z — and why things must change to suit the needs and desires of how the next generation will perform in the business world. But I will argue that there is one thing that all of these generations have in common: the need and desire to meet face-to-face, see each other, and have conversations in person. Sure, due to advancements in technology, we can do a lot of our work at home through the virtual world, but there is still a desire to have conversations — and to see and experience a product — in person. What better place to do that than at an exhibition or event with all your industry colleagues?
Artificial Intelligence (AI): With the recent onslaught of AI in our world, there are those that believe it could be the end of our industry as we know it. But there were also those that had that exact same belief with the invention of the internet decades ago. Will AI have an impact on this industry? Absolutely, and in a variety of ways from exhibition and event design to on-the-floor attendee experiences. But will it mean the end to our world? I don’t think so.
Sustainability: Like it or not, the issue of sustainability in the exhibitions and events industry is here to stay. Driven initially by our clients (the exhibitor) who are now asking us about sustainability practices at tradeshows, it’s an issue that cannot be ignored. The global Net Zero Carbon Events Initiative is an international effort by numerous industry organizations to create standards and processes to address this issue across all aspects of our industry. The recently released EDPA/ESCA/EIC Sustainability Guidelines document is aimed specifically at the exhibit house, show contractor, and supplier side of the industry.
Pre-Show/At-Show/Post-Show Marketing: While the methods and tools to market your presence at an exhibition or event may have changed and evolved over time, the fact is that it’s still critical to address these areas has, and will not, change. Efforts like reaching your clients and prospects before the show to inform them of your presence and your promotions remain vital in-person. The same goes for establishing the correct messaging and experience for attendees at the event. Of course, following up with your contacts to prove return on investment are all essential to making your presence worthwhile, both now and in the future.
Tradeshows vs. Private Events: The COVID-19 pandemic brought on a variety of changes to this industry, from the full shutdown in 2020 to the development (and eventual demise) of virtual shows, to a growth in private corporate events as the world came back to life. Will private events mean the end to the exhibition side of the industry? I don’t think so. The opportunity for attendees to see and experience a wide variety of product and service options in one setting is best done at an industry-wide exhibition. Private events will remain critical to companies wanting to reach their specific client and prospect base, but exhibitions will work alongside them for the greater industry audience.
The Art of Survival: In my tenure in this industry, we have survived the Energy Crisis recession of 1981-1982, the Gulf War recession of 1990-1991, the Dot-Com & 9/11 recession of 2001, the Great Recession of 2008-2010, and the Covid-19 Pandemic. While hard times and swift changes often occur during these periods, the resilience of our industry — and the passion of the people that are devoted to this industry — always shine through the darkness. We come out of it fired up and ready to go again. Whatever happens in the future on a global level, and to our local economy, I have no doubt this industry and its people will pull through.
Will changes in exhibitions and events happen in the future? Absolutely. Will exhibitions and events adapt to this change? Absolutely. What we experience on the show floor today is quite different than it was just a short time ago — I still remember when the very first flat screen plasma TV was used on the show floor at RSNA. Now entire walls are lit with LED tiles. What will technology and change bring to the world next? Who knows? Well, I know we will experience it at an exhibition or event.
See you on the show floor.
Jim Obermeyer has been in the exhibits and events industry for over 40 years, both as a corporate tradeshow manager and exhibit house owner. He can be reached at jobermeyer903@gmail.com
This story originally appeared in the Q3 2024 issue of Exhibit City News, p. 16. For original layout, visit https://issuu.com/exhibitcitynews/docs/ecn_q3_2024/16.
