About the Then & Now Content Series
The Then & Now series written by Kerstan Szczepanski was originally published in the Exhibit City News 30 Year Anniversary book. The series is a collection of aspects of the show floor that have changed over the last 30 years. The content covers an overview of the last 30 years and is not intended to be an insight into every change, but a broad overview. Many things have changed over the last 30 years and will continue to change.
To see the original layout of this article, please visit page 152 of the 30 Year Anniversary book.
The Tech Revolution in Tradeshows
Remember when a flashy PowerPoint presentation was the cutting edge of tradeshow tech? Fast forward to today, and you’re more likely to find yourself touring a virtual product in a VR headset. The world of tradeshows has come a long way, driven by rapid technological advancements. Let’s take a walk through the last three decades and see how tech has reshaped the tradeshow scene.
The ‘90s: Baby Steps into the Digital Age
It’s 1994. You’re at a tradeshow, surrounded by the hum of slide projectors and the static of VHS tapes. Booths are decked out with poster boards and physical product displays—state-of-the-art at the time.
As the decade progressed, personal computers started appearing on the show floor. Exhibitors proudly showcased their clunky monitors, running simple presentations or collecting data on spreadsheets. The internet was in its early days, but a few forward-thinking companies were already showing off their first websites. However, the dial-up connections were painfully slow and unreliable.
The 2000s: Screens, Screens Everywhere
The 2000s ushered in sleeker, more dynamic displays. Out went bulky CRT monitors, replaced by flat screens that transformed booth designs and made for more engaging visuals. But the real game-changer? Interactivity.
Touchscreens and self-service kiosks popped up, inviting attendees to engage with products in a whole new way. No more just looking—visitors could interact with the displays, providing exhibitors with valuable data on what grabbed their attention.
The 2010s: In Your Pocket and In the Cloud
The 2010s took things to a new level, putting the show floor in your pocket. Mobile event apps became essential, offering interactive maps, personalized schedules, and more. QR codes sprouted everywhere, linking physical displays to a wealth of online content.
Social media took center stage, turning tradeshows into globally connected events. A conversation at a booth in Las Vegas could spark discussions on Twitter or Facebook halfway around the world.
Behind the scenes, data analytics tools crunched numbers like never before. Exhibitors tracked everything from how long attendees spent at booths to their social media engagement. This transformed follow-ups into highly targeted, precision marketing.
By the end of the decade, virtual and augmented reality started making waves. Virtual factory tours, AR overlays bringing products to life, and more, began blurring the lines between the physical and the digital world.
2020 and Beyond: AI, Sustainability, and the Hybrid Revolution
Then came 2020, and everything changed. The pandemic forced the rapid adoption of virtual and hybrid events. Booths gained digital twins, allowing remote attendees to explore and engage from anywhere.
AI and chatbots stepped up, offering personalized experiences with tailored recommendations and instant support. IoT sensors turned event spaces into data goldmines, optimizing everything from crowd flow to energy use in real time.
Sustainability became a top priority. Digital signage, paperless registration, and smart building tech are helping tradeshows shrink their environmental footprint.
And as we look ahead, blockchain is stepping in to enhance data security and privacy, critical in an age where information is king.
Despite all the tech, the core of tradeshows remains the same: bringing people together to share ideas, make connections, and drive business. The difference? “Together” no longer always means “in the same room.”
