Several exhibit industry powerhouses spent a year examining the future of what tradeshows and conventions may look like in the year 2016. This elite industry group believed there would be negative consequences for the future of tradeshows if significant changes are not made in the way the industry currently functions.
The ASAE Foundation, the Center for Exhibition Industry Research Foundation, Freeman, Gaylord Entertainment and the Professional Convention Management Association Education Foundation joined together to fund this unique industry project to help predict and plan for the tradeshow of the future.
“We are firmly committed to discovering the trends, ideas and solutions that will impact tradeshows in the future,” said Carrie Freeman Parsons, vice chair, Freeman. “Our obligation is to ensure the health of conventions and tradeshows. This project has stimulated creative thinking and idea generation that will enhance the experience for attendees, organizers and exhibitors.”
The study, “Scenarios for the Future: Convention Exhibits and Trade Shows of 2016,” analyzes the future of tradeshows from five hypothetical perspectives to provide insights into creating more impact with exhibit space. The results are a product of face-to-face discussions, online conversations and extensive research within the exhibits industry.
The report outlines what tradeshow and convention organizers can do to maintain continued relevancy, deliver more leads and ensure financial success.
“The future of tradeshows can’t be predicted by conventional survey methodology,” said Liz Erikson, chair, PCMA Education Foundation. “Rather than conducting traditional research, we gathered some of the best minds in the meetings and events industry in small and large group discussions to visualize where our industry is headed and what we’ll need to do to prepare.”
In addition to industry leaders, the research also included perspectives from exhibitors and attendees to help determine the way forward.
“This study clearly demonstrates that the future will not resemble the past,” said Francis Friedman, president of New York-based tradeshow consultant group Time & Place Strategies. “New marketing methods, new formats for interactions and rapid changes in social media will require new approaches to audience development and building event brand loyalty.”
Key findings in the full report cover:
• Five Scenarios for the Future – The design principles, potential risks and business model indicators associated with each approach
• Four Essential Elements to Create an Unrivaled Experience – The essential ingredients for crafting a “wow” event
• Top 10 Takeaways for Updating Your Exhibits Plan – Complete with descriptions and a discussion guide for further exploration
• Assessment metrics tables – Key questions organizers can use to gauge performance
“The convention exhibits and tradeshows professional needs new options versus the current model,” said Deborah Sexton, FASAE, president and CEO, PCMA. “So the goal of this investigation was to have some very smart people collaborate to envision what the future may look like and provide some guidance for discussions and actions that can happen to help our industry position for success.”
The study also included outreach to non-industry professionals who both do and don’t attend tradeshows and was designed to help the industry capitalize on trends that will set up the exhibit floor for long-term success.
“As communications channels and society continue to evolve, it becomes more essential than ever that IAEE and its members fully understand how change may usher in new opportunities as well as new realities,” said David DuBois, CMP, CAE, president, International Association of Exhibitions and Events. “One of our principle challenges is to understand how technology may enhance the exhibition experience in the future.”
The full report can be downloaded from the PCMA website here.
