Despite how 80% of people say they’re “extremely likely” to attend in-person events in the second half of 2023, event marketers still struggle to drive traffic to their booths. According to “The Mid-Year Industry Pulse Check,” boosting attendance is among the top three challenges facing event marketers today. Despite this challenge, 63% of brands reported executing more or the same number of in-person events in 2022 than in 2019. In 2023, the number of events will only increase.

Marketing metrics aren’t one-size-fits-all.

For proof, look at how marketers track the effectiveness and ROI in traditional campaigns versus experiential efforts. Customers encounter a traditional campaign and react to it afterward, either through a purchase or detailed feedback.

Meanwhile, experiential campaigns collect real-time feedback by observing audience reactions to design, content layout, flow, and other variables. Plus, the experiential staff is on the floor with audience members to guide them through the display — a personal touch that can amplify a client’s experience with the campaign.

As trade show attendees begin filling up convention halls once again, organizers can return their focus to creating a top-shelf attendee experience. One route brands continue to explore is trade show sustainability. According to the Global Association of the Exhibition Industry, 73% of event organizers prioritized sustainability before the pandemic. Now? That same number says their companies are taking the steps to continue making it an important initiative.

On a micro scale, the elimination of single-use plastics (straws, bottles, etc.), the reuse of recycled boxes and the embrace of urban gardens, locally sourced produce, and reduced carbon footprints represent tangible efforts toward greener practices. While these steps don’t necessarily pertain to trade show booth design, they’re indicators of a larger commitment by convention centers and trade shows to overall greener operations.

For many, the success of a trade show revolves around face-to-face interaction. With the re-emergence of in-person events, people are excited and quick to abandon anything virtual as it conjures up memories of the pandemic. And while this sentiment is understandable, maybe we shouldn't be so quick to "get back to normal." Maybe there are elements of virtual events that are more effective than what attending in person can provide. Maybe elements of virtual trade shows are worth it. 

Virtual events have been highly effective in maximizing reach — getting messages across to people unable to attend trade shows in person due to distance, time, and cost constraints. Live Q&As, virtual 1-on-1 meetings, and the opportunity to showcase your expertise with the latest trade show technology trends, such as AR and VR, are also major benefits of a virtual trade show booth.

With trade shows, brands are able to pound the pavement (or the convention center floor, to be more precise). According to a recent study, the number of virtual events decreased by 15% from 2021 to 2022, indicating that consumers are tired of online “experiences” and ready to cultivate deeper connections in person. For companies, it’s a chance to get from behind their screens and in front of a crowd. More specifically, brands get a chance to come face-to-face with three distinct audiences: 1) Existing customers who are looking to re-engage; 2) Newly converted customers from the two-year hibernation; and 3) Potential opportunities for those who don’t know your brand.

No matter which of these customers you encounter, engaging them with an eye-catching and representative illustration of your brand story, products, and services is crucial. Think of it as a strategic marketing move that will facilitate authentic connections for a lifetime. After all, trust is a growing consumer value, and a compelling trade show booth can leave people feeling confident and interested in your brand.