What Makes a Modern Trade Show?

The number one question that brings people to Map D is a deceptively simple one: what is a trade show?  

Over the past few years, the answer to that question has definitely evolved. COVID-19 has forced many organizations to think critically about event strategies, to make adjustments, sometimes to make hard choices on the fly. 

The flexibility COVID forced on the industry hasn’t changed the basic premise of trade shows: to provide an opportunity for individuals and organizations with shared interests to come together, see and show new products and services; learn about relevant trends; and (of course) to meet and network with experts, peers, partners, customers, and vendors. What has changed is the overall complexity and needs for flexibility of these events. 

Global brand experience agency Jack Morton addressed the growing role of technology for managing trade shows and events in the wake of Covid. The company shares, “We’ll see more low touch exhibits and more digital assets – like e-literature that’s emailed directly to participants or can be scanned via QR codes for download. How do those affect your experience journey? Exhibits will have to be designed with these in mind. Less clunky touch exhibits, more clean voice or motion activated displays, all of which might impact how you design and plan out your space.” 

These issues and considerations are in addition to all the things that already need to be managed: sales of attendee ticket, exhibitor booths, and sponsorship packages; floor planning; event marketing; communication with attendees, exhibitor booths, partners, and sponsors; and the collection and analysis of event information - the list is virtually endless. 

Layer on top of these core requirements the more innovative, digital-driven things that people are starting to expect from a modern trade show and you have all the ingredients for very stressed-out event management teams! Modern trade shows demand augmented reality-aided wayfinding and advertising, interactive experiences, and the ability to move events online or hybrid as needed. In the post-covid era, running a show demands more than ever. 

Everything needed to run a modern trade show could add even more stress, but it doesn’t have to. These are challenges that Map D has been focused on solving for many years and has addressed with a growing suite of technologies. We’ve gathered all the tools necessary to run a modern event into a single package – the “total package,” if you will – to simplify complicated event planning logistics, bring a modern experience to attendees, and make it easier to pivot online if necessary.

Organizations from small associations to the biggest event companies on the planet have searched high and low for that total package while seeking to meet the demands of the modern trade show, but need look no further than Map D.

If you are ready to produce and manage a modern trade show, we’re here to help. Let’s get started.