by Bob McGlincy
ExhibitorLive is “The Conference and Exhibition for Trade Show and Corporate Event Marketing.” It’s a tradeshow for tradeshow people – a place for experiential marketing professionals to meet and greet, make connections, and view products … it’s a space for buyers, sellers, and curiosity seekers to see what’s happening. I spoke with executives, both on and off the show floor, asking questions, and getting some intriguing answers to what’s new, and what’s changed. Read what these experts have to say.
“What’s New and Exciting?”
Caitlyn Correia. President. BlueHive Exhibits
“In my world of management and organizational structure, it’s really exciting to see how many new people are being introduced to the tradeshow industry. Our world in exhibit design and production is very niche so it’s imperative that leaders in our space focus on promoting and attracting people towards our energy focused and rewarding industry. Bringing in these new employees into our space not only stabilizes and strengthens our industry but it also ensures that we stay relevant and innovative. This next generation of talented professionals will strongly and positively impact and shape our industry, so thankfully I’ve noticed an uptick of the next generation of trade show junkies (which is what I call myself) developing within organizations, which is so thrilling to see!”
Dave McCormack. Executive Vice President. 4 Productions.
“The emergence of high-resolution video tiles that can easily be attached to modular aluminum structures of nearly any shape, alongside an endless variety of other facades and decorations that can shape the video images produced, has been a great leap forward for exhibit and experience designers. Now, it’s relatively easy and efficient to accomplish what formerly was a difficult and costly challenge in exhibit and experience design, opening up a whole new range of storytelling possibilities!”
Edwin Van der Vennet. Chief Innovation and Sustainability Officer. beMatrix.
“We’ve seen an increase in the need for sustainable options within the exhibit building industry. End users have been asking our clients to provide sustainable exhibit building solutions that are also considerate of budget. We believe sustainable building will be a key topic in our industry going forward”
Glenn Diehl. President. Genesis Exhibits | Apprupo.
“What’s exciting is the return of activity in events and trade shows! Under the category of “be careful what you wish for”, we’re happy to be so busy and thrilled to see our existing clients get back in the game as well as new opportunities come our way. And, as is always the case on our industry, there are new product and tech solutions to offer our customers. The ever-changing nature of our industry is what keeps me coming back after 35+ years!”
Mazir Farzam. President & CEO. Inhance.
“What is exciting for our company is embracing real-time 3D technology, which is video game industry tools such as Unreal and Unity engines for building more immersive and engaging user experiences. These technologies are not limited to metaverse (AR/VR/XR) production and include applications such as virtual production and bringing that excitement and creativity to live trade shows and events.”
Nicole Matt. Director Sales & Marketing. Highway 85 Creative.
“Our industry is constantly evolving, and what’s exciting is how technology is being integrated in new and innovative ways. From interactive displays and virtual reality experiences to personalized, data-driven marketing strategies, the possibilities are endless. Attention to detail and expert craftsmanship continue to stand the test of time, They are truly the unsung heroes. Skilled artisans combined with technology is where creativity comes to life and moves our industry forward!”
“What Changes are You Seeing Post Pandemic?”
Chris Dunn. Vice President Sales & Business Development. BlueHive Exhibits
“We are setting our client’s expectations that this post-pandemic reboot of the event and tradeshow industry…is still a work in progress. Don’t assume things have returned to normal. All areas of the process are short people, especially experienced people…and there a lot of new folks learning the ropes. Exhibitors need to allow more time for everything to be produced properly (which many are not doing) and they need to show up with a Plan B and C in their pockets just in case things don’t go as planned!”
Donna Jensen. Vice President. CDI World.
“We had to learn a whole new vocabulary: unprecedented, lockdown, new normal – terms that still bring chills. Hardest of all was the human toll caused by bringing an entire industry to a screeching halt. Fast forward to the present and exhibit specialists like us are still dealing with the aftershocks. But resilience and adaptability have always been baked into our crazy choice of profession and adversity has a way of stimulating ingenuity. Today we’re offering our clients across the globe more options than ever before and relishing the new opportunities this brings.”
Glenn Diehl. President. Genesis Exhibits | Apprupo
“The profile of our client contact is getting younger and therefore less experienced in the subtleties of events. We see this as an opportunity to truly consult with them to insure nothing is missed in the planning and execution of a project. We become that “trusted advisor” we all strive for if we guide them to a successful outcome.”
Mazir Farzam. President & CEO. Inhance.
“We are seeing a definitive shift to hybrid work, particularly in the creative, design, and software development fields. The flexibility for team members to work form home and elsewhere is going to significantly affect productivity and workflow. “
Ron Graham. Executive Vice President Sales, Marketing & Corporate Development. Willwork Global Event Services.
“The pandemic caused a diaspora of talent from many of the leading companies in the industry. Many of the displaced people are now popping up in new places from which they will continue driving innovation that shapes the future of the industry. Consequently, we’ll likely see some re-positioning of companies on the industry’s leader board as the influence of these talent redistributions starts to take hold.”
Steve Deckel, CEO, Deckel & Moneypenny
What I am seeing post-pandemic is hesitancy from organizers prior to the event about attendee participation, which is due to the pandemic. But when it is time for the event, the attendee interest is much higher than expected. We are involved in two private events at ExhibitorLive that I wasn’t confident we would hit the goals, and we are over-booked for both. The pattern keeps happening, but people remain over cautious, and I am including myself in that. description. We are looking forward to ExhibitorLive, it will be different, and we believe it will be great.
Tradeshows bring buyers and sellers together in one place at one time. There is no more effective marketing medium that exists today. Trade show work. They work very well.
