[Future Show]

The evolution of content-driven shows and conferences

[ Introduction ]

Recent research by the Event Marketing Institute (EMI) on the future of trade shows indicates that the format of the trade show is evolving and diversifying to accommodate attendee and sponsor/exhibitor needs. The purpose of this white paper is to take a look at those changes, discuss the rise of smaller content-driven events—such as executive conferences—and examine how physical structure and sponsor presence might be best served in this evolving model.

Executive Summary: The trade show model is evolving

According to “The Future of Trade Shows,” an insight research report published by EMI, the standard model of the trade gathering—keynote, breakouts, networking events, and exposition floor—is likely to become less standard over the next five years as event organizers rethink their platforms based on evolving audience needs. The effect of these changes will be all sorts of new hybrid events—with and without exposition floors—geared to fulfilling the content and networking needs of highly targeted groups of attendees.

One hybrid event model that is already growing is that of the executive conference—a one to two-day meeting that brings together executives with similar interests and responsibilities and offers them relevant content and professional networking responsibilities. In a 2009 survey by EMI, seventy-seven percent of respondents said they currently execute executive events—typically more intimate affairs for groups ranging in size from 100 to 200 attendees. Sixty-one percent of these events have no show floor, yet sixty-six percent rely on sponsors for funding. This indicates the development of new event models where sponsors can achieve their ROI objectives without an exhibit.

Forces at work

For years, event organizers relied on traditional formats to attract a wide and varied audience. However, today’s attendee, afflicted with budget and time limitations, is looking for events that make the most efficient use of their time— and address their current and specific needs.

Attendees have a specific agenda
Usually, when someone takes time away from the office, it is with a specific agenda. In instances where that agenda is to “see what’s new” or take a broad survey of industry trends, a typical trade show may best fulfill that need. However, when people do opt to leave the office—especially in the case of team members from small and medium-sized businesses who are wearing multiple hats at work—it is typically to receive education they feel will improve their job performance. They often have a specific goal—such as to learn how to apply a specific technology to its greatest advantage, or to discuss a potential business solution with someone who has already implemented it. These sorts of narrow needs are often best met at a smaller, more intimate event tailored to meet that need. Another challenge is reaching top executives. Many executives may attend trade shows and conferences, but they aren’t likely to walk the exhibit hall.

Sponsors want to maximize ROI
From the supplier’s perspective, the industry trade show remains the best opportunity for companies to flex their industry leadership muscle and reinforce their brands. However, smaller companies and companies with niche products often stand to achieve greater ROI with a more focused approach to events. Advances in marketing— including technology tools and better databases enable companies to hone in on their specific audience—narrowcast rather than broadcast. They can identify the proper prospects and connect pre-event to set-up meetings. In these instances, standing in an exhibit booth and waiting for the right people to walk by may not be the most efficient application of their marketing dollar. Often, these marketers would prefer to reach a small, highly targeted audience rather than a larger audience peppered with non-prospects.

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