Four Tactics for Improving the Expo Experience for Exhibitors and Attendees

Create a Comfort Zone

As long as COVID-19 persists and hybrid offerings are available, some tradeshows will probably have fewer attendees. But that isn’t necessarily a bad thing, because it allows more high-quality interactions.

“In exhibitions, we always talk about the number of attendees, rather than the quality of buyer,” Breden said. “I believe that in the short term, we need to focus really on that quality of buyer that’s there. If the exhibitors are able to connect with the true buyers, and they have a successful event, then I think that that helps with the long term.”

Be mindful of accommodating attendees’ comfort level when interacting with them. “Knowing your audience—that’s key,” Breden said. “Some shows and some sectors, the attendees there may feel 100 percent comfortable walking around without masks. Other events that I’ve been to, everybody for the most part is wearing masks.”

Leverage Technology and Data

Using technology to match attendees and exhibitors can help create a richer experience too.

“Even pre-pandemic, the technology was allowing us to be able to create journeys—journey maps for attendees,” Breden said. “And AI was coming on, where we were able to suggest to attendees the exhibitors that they may want to meet. Or as someone is walking through the tradeshow floor, the exhibitor might be notified that someone that they might want to talk to is nearby and vice versa.”

Davis noted that collecting data about their own success patterns can help exhibitors fine-tune the experiences they’re offering. “Look at some of those specific new components you’ve put in place, in comparison to some of those old components,” she said. “See how those are changing with your goals and how the show is changing and how the audience is changing. That will give you a really good information moving forward.”

Be Innovative

If anything, now is a perfect time to try new and different things to make attendees and exhibitors feel safer about participating in person. For example, Breden has seen exhibit halls without carpet on the show floor, which makes surface cleaning easier and contributes to sustainability. Others have used a phone app for entry, rather than a badge that has be to be handled by staff.

Planners should also think about where to locate their expos.

“[Consider] holding more events outside,” she said. “What type of exhibits can be placed outside? If it’s a larger exhibit, is it possible given weather conditions and things like that? … Is there something that might be done there?”