When it comes to a trade show, it’s also important to keep an eye out for up and coming trends in order to understand how the trade show is shaping up to be. Perhaps one of the most vital trends that we’ll get to see this year is companies incorporating integrated strategy through trade show marketing implementation. Brands and their trade show exhibits will start treating trade shows as a much more connected part of their marketing mix.
Prior to the current shape of the trade show industry, brands unified their messages across out of their home, print, digital, and social media channels. It was the norm to keep company messages unified across channels in order to reach the target audience in an accurate way. This was a way to support the trade show marketing pillar to stand up on its own and give exhibitors a chance to flourish. However, in the years to come, trade show marketers, as it appears, will understand it better, as well as interpret the significance of marketing at a trade show as well as around it. The fact that a brand’s activities, as well as messages, can only be effective if they’re cohesive, is something brands realize and will start realizing more, pretty soon.
Very often, trade shows are kept as a part of marketing strategies, but these shows always appear as stand-alone marketing activities, surviving on their own. However, with the rise of social media and digital platforms, it is advised to implement integrated strategies, where trade shows are integrated with the company’s digital marketing presence as well as it’s an overall marketing strategy. This is because trade shows are fantastic ways to connect one-on-one with not only existing but potential customers as well. Hence, trade shows require integrated strategies in order to reach their full potential