Demand for meetings and events is projected to rise worldwide next year, pushing the global market up by 10% and boosting attendance numbers in North America by 14%, according to the “2019 Meetings & Events Future Trends” report from Carlson Wagonlit Travel (CWT). But AccuList USA’s trade show marketing clients will still need to address new attendee expectations if they want to catch that market wave.
Planners Focus on Attendee Experience in 2019
In fact, the CWT report found that attendee experience was the concern that was top of mind for planners, including delivery and tracking of attendees through innovative applications of technology, use of unique venues, and more engaging and interactive content. Along those lines, Ryan Gould, vice president of strategy and marketing services for Elevation Marketing, recently posted about five key trends affecting 2019 attendee experience. First, he urges marketers to commit to an experiential, customer-centric booth design that goes beyond square footage and demo stations to address comfort, engagement and interaction, with a focus on a big first impression.
Multisensory Booths Create Brand Connections
One way to enhance experiential booth design is to create a multisensory experience, with unique lighting design, touch-panel interfaces, gamification, interactive displays, and even scent marketing that uses attractive aromas to capture visitors. Think it’s nonsense? The respected Harvard Business Review concludes that amplifying the sensory qualities of your exhibit is a top way to get attendees connecting with your brand, notes Gould.
Virtual Reality Now a Proven Sales Tool
When it comes to multisensory options, Virtual Reality (VR) has earned a big buzz in the trade show market. VR both shows prospects that a brand is tech-savvy and creates interaction beyond the typical sales rep chat. In fact, Gould points out, studies show that 53% of customers are more likely to buy from a brand that uses VR than one that doesn’t. Plus, proliferation of VR platforms has increased affordability, with VR app Google Cardboard now available for as little as $10 as an example.
Attendee Comfort Draws & Keeps Crowds
It’s exhausting to spend a day walking a trade show, so exhibitors who offer lounge areas are luring attendees into their booths and keeping them there for extended periods of time (including a sales pitch, of course). Savvier marketers have been adding charging stations along with comfy lounge chairs to further draw visitors, applying the lessons from crowded airport or mall public USB ports.
Sophisticated Light Shows Wow & Woo
A trade show booth with a single flat-screen TV for presentations is now behind the technology curve. With technology advances, you can transform the entire space using multiple screens and unique lighting elements to direct visitors to specific displays or products. Use of 3D projection mapping can further transform a space, turning a whole wall into a 3D video image or projecting a personalized image on a prop, statue or other surface. Gould urges marketers to make creative use of light and shadow to wow visitors and woo sales.
For more forecasts of the 2019 meeting and event market, see https://www.tsnn.com/news/meetings-events-future-trends-report-predicts-2019-market-increase