IN THIS GUIDE:

• What’s New at Pack Expo 2026
• Make the Booth Work for Your Goals
• Design for Success
• Speak to Your Audience
• Extend Your Exhibit Beyond the Booth Walls
• 5 Pack Expo Mistakes to Avoid
• Post-Show Follow-Up Plan
• Why Choose Apogee
• Are You Ready for Pack Expo?

Pack Expo International 2026 by the Numbers:

• 48,000+ attendees expected at McCormick Place
• 2,600+ exhibitors competing for attention
• 1.3+ million square feet of exhibit space
• 81% of attendees have buying authority
• Average attendee visits 26+ booths during the show

With this level of competition, a well-planned booth strategy isn’t optional—it’s essential.

Chicago is Calling. Are You Ready?

Your pre-Pack Expo to-do list is a long one. It’s a big event in Chicago this year, and your team needs to be well prepared to make it pay off for your sales and revenue goals. Before you pack up your trade show display gear, ship off your supplies and board a plane to Chicago, you should consider some key things to ensure that you’re ready.

It’s wise to invest the time necessary to evaluate your trade show booth. Even if your display is relatively new—but especially if you’ve been toting it around for a few years—asking a few questions about the booth, its various elements, and how it serves your interests (or doesn’t) can help you make sure you’re getting a solid return on your trade show investment. If you’re not sure, you might need to make a few adjustments.

Here’s a pre-show checklist you can use to gauge the show readiness of your booth and determine if some changes are in order. After running through the items, you can be more confident that your booth is good to go.

What’s New at Pack Expo 2026

The packaging and processing industry is evolving fast. Here’s what exhibitors need to know:

Sustainability Takes Center Stage

Expect to see eco-friendly booth materials and messaging around sustainable packaging solutions. Consider how your booth design reflects your commitment to environmental responsibility.

Automation & Smart Manufacturing

With Industry 4.0 dominating conversations, your booth should showcase how your solutions integrate with automated systems. Interactive demos of smart technology will draw crowds.

Hybrid Engagement Strategies

Post-pandemic, many exhibitors are extending their reach with virtual components—live-streamed demos, QR code activations, and digital follow-up campaigns that keep the conversation going long after the show ends.

Data-Driven Lead Qualification

The days of collecting business cards in a fishbowl are over. Top exhibitors are using badge scanners, CRM integrations, and real-time lead scoring to maximize ROI.

Make the Booth Work for Your Goals

Your company and its reasons for exhibiting change over time—either to a small degree, or on a big scale. As a result, it’s essential to ensure your display is aligned with who you are now and what you have to offer the manufacturing industry. Therefore, gather your team together and ask these questions to determine if your Pack Expo booth fits your company and its goals right now.

Specifically, what are you looking to achieve at this show? While you might not check off all the boxes, make sure the ones that are important to you are marked off.

☐ Introducing new products
☐ Boosting awareness of existing lines
☐ Strengthening relationships with existing customers
☐ Connecting with prospects
☐ Generating leads
☐ Expanding brand exposure
☐ Hunting for emerging trends
☐ Increasing press coverage

Once you’ve identified your goals, the design and features of your booth should support them. For example, if you’re looking to showcase products, then consider a custom exhibit booth tailored toward giving those products a spotlight. On the other hand, if you seek to engage current customers and prospects, consider adding technology features like interactive displays.

Design for Success

Pack Expo presents a unique challenge because many exhibits feature machinery, equipment, and operating demos. While these elements serve to engage your audience, careful design planning is essential for optimizing traffic flow, lead qualification, and in-person demo or meeting opportunities. Moreover, the look and feel of an exhibit booth are more than just superficial considerations. In fact, the first impression attendees get of your event displays can make the difference between convincing them to enter your space and engage with your company, or walking on by.

As you plan your booth design, look for these elements. Again, you might not mark off all of them, but make sure you’re hitting the ones that matter most to your company:

☐ Eye-catching, stand-out colors and consistent branding
☐ The latest technology that showcases your offerings
☐ Engaging, clear graphics that identify you, what you do, and your unique benefit
☐ Impactful, eye-friendly lighting that focuses on the important areas of your space
☐ Backlighting key elements
☐ Prominent logos and product information
☐ Dynamic video presentations
☐ Welcoming reception area
☐ Meeting areas that meet new safety protocols

Booth Size Strategy by Goal

Pro tip: McCormick Place has high ceilings—consider a two-story exhibit to maximize visibility.

Speak to Your Audience

Too often, booth planning puts a laser focus on the exhibiting company. However, this approach fails to consider who you are actually exhibiting for. If your Pack Expo plans keep the customer in mind, in turn you are far more likely to draw attendees in and engage them. Therefore, look at your booth through their eyes to determine if it truly speaks to them

Check for these elements:

☐ Places for both product display as well as customer engagement
☐ Data and lead collection mechanisms
☐ A clear call-to-action or next step for visitors
☐ Promotional items
☐ Takeaway information

“Apogee didn’t just build us a booth—they helped us rethink our entire Pack Expo strategy. The result? 3x more qualified conversations than the previous year.”

Director of Marketing, Fortune 500 Packaging Company

Extend Your Exhibit Beyond the Booth Walls

Your Pack Expo booth undoubtedly represents a tremendous opportunity to engage with prospects and create a positive brand experience. The exhibit itself might physically take up only a few hundred square feet.

However, you can significantly expand its impact through strategic content. For this reason, we recommend layering in these activities to maximize your success

Develop Video Content – A quality video can get your value props to event attendees quickly and set you apart from the brand at the booth next to you.

Host an In-Show Seminar – Live interviews and panel discussions with experts or stakeholders are a great way to drive traffic to your booth.

Leverage Social Media – Everything you do for and at the show should be considered for social media. Consider spending time in the months leading up to your event to engage audiences and “prime the pump” for exhibit traffic.

Stay Connected Through Blogging – You should be maintaining an active presence on your company’s blog, even during the show. Incorporate daily updates with images, testimonials, appreciation for partners and share stories of conversations throughout Pack Expo.

Get Your Team Comfortable with The Art of Questioning – Rapport can be built within minutes of meeting a prospect by asking just a few open-ended questions (versus those that result in one-word answers.) Develop a list of industry and brand-appropriate questions that your sales team can leverage to provide you with information on your prospects and what they want.

5 Pack Expo Mistakes That Cost Exhibitors Leads (And How to Avoid Them)

Underestimating Chicago Weather in October

The Problem: October in Chicago can range from 40-60°F with unpredictable conditions.
The Solution: Plan for cooler temps. Ensure outdoor demo equipment works in various conditions. Have backup plans for weather-dependent demonstrations.

Shipping Late to McCormick Place

The Problem: McCormick Place has strict receiving deadlines and charges premium fees for late arrivals.
The Solution: Review the show’s shipping guidelines 60 days out. Ship materials early to avoid rush fees and ensure everything arrives on time.

Booth Staff Sitting or Looking at Phones

The Problem: Disengaged staff signal to attendees that you’re not interested in connecting.
The Solution: Pre-show training and rotating schedules keep your team engaged, alert, and approachable throughout all show hours.

No Pre-Show Outreach

The Problem: Attendees plan their show schedule weeks in advance. If they don’t know you’re exhibiting, they won’t visit.
The Solution: Start promoting your booth location 60 days out via email campaigns, LinkedIn posts, and direct outreach to key accounts.

Forgetting to Capture Leads from Day 1

The Problem: Technical issues with badge scanners or CRM systems waste valuable Day 1 traffic.
The Solution: Test your lead capture technology before the show floor opens. Have backup systems (paper forms, mobile apps) ready to go.

Want a complete pre-show checklist? Contact our Pack Expo specialists →

Don’t Let Your Leads Go Cold: The Post-Pack Expo Plan

The show doesn’t just end when you leave McCormick Place. Top exhibitors follow this timeline:

24 Hours:

• Send personalized emails to VIP prospects met at the booth
• Post show highlights and thank-yous on LinkedIn
• Debrief with your team while conversations are fresh

1 Week:

• Qualify and score all leads captured
• Schedule follow-up calls with hot prospects
• Send recap video or whitepaper to all booth visitors
• Share internally: what worked, what didn’t

30 Days:

• Analyze ROI metrics (cost per lead, conversion rate, pipeline value)
• Document lessons learned for the next show
• Continue nurturing warm leads through your sales funnel

Need help with post-show follow-up strategy? Apogee offers consultation services to maximize your Pack Expo ROI long after the show ends. Learn more →

Why Pack Expo Exhibitors Choose Apogee

For over 35 years, Apogee Exhibits has helped manufacturers, packaging companies, and processing equipment suppliers dominate the show floor at Pack Expo.

What sets us apart:

✓ 35+ Years of Experience – Since 1991, we’ve helped exhibitors across industries maximize ROI
✓ Full-Service Support – From concept to installation to tear-down, we handle everything
✓ ROI-Focused Design – Every element is engineered to drive engagement and capture leads
✓ Industry Versatility – We design for manufacturing, packaging, technology, and more
✓ Turnkey Solutions – Graphics, A/V, demos, promotional items, and more under one roof

Ready to Make Pack Expo 2026 Your Most Successful Show Yet?

You’ve got the checklist. You know what’s new. You understand the mistakes to avoid.

Now it’s time to put it all into action.

Regardless of whether you’re designing your first Pack Expo booth or refining a strategy that’s worked for years, Apogee Exhibits is ready to help. In fact, we bring 35+ years of trade show expertise to your project. Consequently, we ensure you stand out on the competitive McCormick Place show floor.

Let’s Talk About Your Pack Expo Strategy

Our team specializes in creating booth experiences that don’t just look good—they generate leads, start conversations, and deliver measurable ROI.

Schedule a free consultation:

• Call: (315) 986-4600
• Email: Request a consultation →

No pressure. No obligation. Just expert guidance from people who’ve been doing this since 1991.

Together, we’ll make Pack Expo 2026 your best event yet.

BRAND EXPERIENCES. ELEVATED.

Apogee Exhibits | Custom Trade Show Displays & Exhibit Design Celebrating 35 Years of Excellence | 1991-2026

The post The Ultimate Exhibitor’s Guide to Pack Expo International 2026 appeared first on Apogee Exhibits.

By Mark Taylor, President & CEO | Apogee Exhibits

2026 trade show trends are reshaping how exhibitors compete—learn the staffing strategies, budget justifications, and immersive design tactics that maximize ROI and win on the show floor.

IN THIS GUIDE:

• Ready to Start Planning?
• 2026 Trade Show Trends
• Booth Staffing Best Practices
• How to Justify Your Budget

Trade shows are back—and bigger than ever. After years of pandemic-related disruption, the exhibition industry has not only recovered but is evolving at a rapid pace. The global trade show market is projected to surpass $50 billion in revenue in 2025, with the U.S. market alone reaching $15.8 billion—exceeding pre-pandemic levels. With that growth, however, comes new pressure: rising costs, intensified competition for attendee attention, and increased scrutiny around ROI.

After more than three decades in the exhibit industry, I have watched these shifts unfold firsthand. The exhibitors who succeed are not always those with the largest budgets; they are the ones who understand their audience and execute with purpose. This playbook outlines the trends shaping trade shows in 2026, proven booth staffing strategies, and the metrics leaders need to justify continued investment.

2026 Trade Show Trends: What’s Shaping the Show Floor

Why it matters: Attention on the show floor is earned through experience, relevance, and execution—not square footage alone.

Immersive, Multi-Sensory Experiences

Static displays no longer meet attendee expectations. Leading exhibitors are designing multi-sensory environments that capture attention and create memorable brand interactions. Studies show that reinforcing brand messaging across multiple senses can increase recall by up to 70%.

Common executions include:

• Oversized product replicas or inflatables that act as visual anchors and traffic drivers
• LED video walls and backlit graphics, now standard rather than premium features. See how LED transforms booth design.
• AR and VR demonstrations that showcase products beyond physical constraints
• Themed entrances that transport attendees into a brand environment

Sustainability as the Standard

Sustainability has shifted from a differentiator to an expectation. Many organizers now require environmentally responsible exhibit practices, and adoption continues to accelerate. Freeman reports a significant increase in the use of eco-friendly materials in booth design, and sustainability is a primary driver of growth across the global events industry.

How exhibitors are responding:

• Modular, reusable exhibit systems
• LED lighting and energy-efficient technology
• Recycled flooring and rental furnishings
• Fewer disposable giveaways in favor of practical, premium items
• Rental components that can be reconfigured for multiple footprints

Data-Driven Decision Making

“What gets measured gets funded.” More than 70% of trade show planners now use data analytics to evaluate performance. Tools such as heat mapping, engagement tracking, and AI-powered survey insights allow exhibitors to optimize booth layouts, staffing levels, and messaging—often in real time.

Gamification and Interactive Engagement

Product education is increasingly interactive. Brands are incorporating games, challenges, and digital activations to encourage participation and deepen engagement. QR-based experiences allow attendees to unlock demos, content, or exclusive access while giving exhibitors actionable engagement data.

Hybrid and Extended Reach

Hybrid strategies extend the lifespan of trade show investments. Booths are now designed to serve both in-person and remote audiences through live-streamed demos, virtual tours, and content hubs that repurpose presentations well beyond the event itself.

Best Practices for Trade Show Booth Staffing

Why it matters: Booth staff performance accounts for approximately 85% of exhibitor success—yet training remains widely underutilized.

According to Exhibitor Online, 26% of exhibitors train staff for most or all trade shows, and more than half rarely or never conduct training. This gap represents a significant competitive advantage for organizations that prioritize preparation.

Calculate Your Staffing Needs

A practical guideline is to allocate one staff member per 50 square feet of exhibit space:

With 75% of exhibitors facing pressure to reduce costs—and 31% feeling strong pressure from senior leadership—justifying your trade show investment requires hard data. Here’s how to build your case:

Overcrowding can deter or intimidate attendees, while understaffing leads to missed opportunities.

Define Clear Roles

• Hosts/Greeters: Establish first impressions and welcome attendees
• Presenters: Lead demonstrations and product storytelling
• Crowd Gatherers: Proactively draw traffic from aisles
• Activity Coordinators: Manage games, raffles, or interactive elements
• Lead Generators/Sales Representatives: Qualify prospects and capture data

Invest in Training

Visitor interaction drives recall—approximately 80% of what attendees remember centers on staff engagement. Despite this, training often represents only 1% of total show budgets.

A pre-show training session should cover:

• Show objectives and success metrics
• Product knowledge and core messaging
• Lead qualification criteria and retrieval systems
• Booth layout and visitor flow
• Competitive positioning
• VIP protocols

Enforce Professional Etiquette

Non-negotiable standards include:

• No eating, drinking, or sitting in the booth
• No phone use or email checking on the floor
• Open body language and active eye contact
• Greeting attendees with open-ended questions

Schedule for Sustainability

Trade shows are marathons, not sprints. Schedule staff rotations that allow for meals, breaks, and recovery. Fatigued staff are less engaged and less effective. Hold daily debriefs to identify what’s working and adjust your approach for the next day.

Justifying Your Trade Show Budget: The Numbers That Matter

Why it matters: With cost pressure increasing, executive buy-in depends on clear, defensible performance metrics.

With 75% of exhibitors facing pressure to reduce costs—and 31% experiencing strong pressure from senior leadership— trade show budgets are under greater scrutiny than ever. In this environment, continued investment can no longer rely on anecdotal success or legacy participation. It must be supported by clear, quantifiable performance data.

The ROI Reality

When executed strategically, trade shows deliver consistent returns:

• Average ROI of 4:1: Exhibitors generate approximately $4 in revenue for every $1 invested in trade show participation.
• High-performance benchmark: 14% of Fortune 500 companies report achieving a 5:1 return on trade show investment.
• Executive confidence: 52% of business leaders identify trade shows as the highest-ROI marketing channel.
• B2B validation: 78% of B2B marketers rank in-person trade shows as the most effective offline channel for ROI.

The Attendee Advantage

Trade show audiences deliver unique value:

• More than 80% of attendees have buying authority
• Over 90% attend specifically to discover new products
• Approximately two-thirds are new prospects
• More than half request follow-up after the event

Cost Efficiency

Trade show leads convert at a lower cost than many traditional sales methods. Face-to-face engagement reduces the number of sales calls required to close and accelerates pipeline development.

Brand Visibility

There is also a cost to absence. Brand perception declines when companies fail to appear at key industry events—an impact felt even by established global brands. Presence matters.

Frame the Budget Strategically

When presenting to leadership, focus on:

• Pipeline Generated: Quantify and report the total dollar value of sales opportunities originating from the event.
• Cost per Qualified Lead: Benchmark trade show performance against other acquisition channels, including digital campaigns and outbound outreach.
• Lead Quality Metrics: On average, one marketing-qualified lead is generated for every seven booth visitors; top-performing exhibitors achieve two to three MQLs per seven visitors.
• Market Intelligence: Capture competitive insights, customer feedback, and emerging industry trends observed on the show floor.
• Relationship Value: Measure long-term impact through customer retention, partnership development, and brand awareness indicators.

The Bottom Line

Trade shows in 2026 will not be defined by size, but by strategy. Exhibitors that prioritize immersive experiences, invest in well-trained staff, apply data to decision-making, and measure performance with discipline will outperform their peers.

The opportunity is substantial. With 95% of exhibitors favoring in-person events and 37% of U.S. businesses planning to increase trade show investment, the upside is clear. The differentiator, however, is execution—aligning booth design, staffing, and measurement to drive measurable results.

Success begins long before the show floor opens. Define clear objectives, staff intentionally, design with purpose, and establish a measurement framework in advance. This is how trade show participation moves from an expense to a strategic growth driver.

Ready to Elevate Your Next Trade Show?

Apogee Exhibits specializes in creating brand experiences that captivate audiences and deliver measurable ROI. With over 30 years of industry expertise, we help exhibitors stand out on crowded show floors.

Let’s discuss your 2026 strategy.

The post The 2026 Trade Show Playbook appeared first on Apogee Exhibits.

The International Manufacturing Technology Show (IMTS) isn’t just a trade show; it is the manufacturing industry’s massive family reunion that happens only once every two years.

With over 1,700 exhibitors and nearly 90,000 registrants descending on McCormick Place, the competition for attention is fierce. How do you ensure your booth stops traffic rather than just being part of the background noise?

We’ve compiled the ultimate roadmap in our new e-book, but to get you started, here are 7 Exhibitor Strategies best practices to maximize your ROI at the next show.

1. Prioritize Tactile Demos

In the manufacturing world, seeing is believing, but touching is selling. Static displays often get bypassed.

Whether you are showcasing automation or tooling, prioritize “chips flying” moments—live, safe interactions where attendees can touch the finished parts or interface with the controls. A hands-on demo accelerates the sales cycle far faster than a digital brochure ever could. IMTS provides the ultimate environment to demonstrate your machinery and equipment.

2. Design “Shareable Moments”

In a sea of industrial gray, be the splash of color. Integrate unique photo opportunities—like a custom motorcycle machined by your tools, a themed “selfie station,” or a prop-heavy setup.

These moments encourage attendees to snap a photo and post it, extending your booth’s reach beyond Chicago and onto LinkedIn feeds worldwide.

3. Foster Connection with Hospitality

McCormick Place is massive (over 1.2 million sq. ft.), and “trade show fatigue” is real.

Designing a hospitality space with comfortable seating and charging ports doesn’t just offer rest; it creates a natural environment for relationship building. Use this space for face-to-face networking to convert casual visitors into warm leads in a lower-pressure setting.

4. Hack the “MyShow Planner”

Don’t wait until you’re on the show floor to be discovered. Update your digital showroom profile months in advance. Savvy attendees use the IMTS “MyShow Planner” to map their route before they even pack their bags. If you aren’t on their digital bookmark list, you might not make their physical schedule.

Your booth needs to communicate your value proposition in under three seconds. Use high-impact backlit graphics or LED Video walls, and emotive activations that align immediately with attendee needs—whether that’s CNC efficiency, robotics, or quality assurance.

Clear, bold branding serves as a visual proxy for your technical competence. In a crowded hall like McCormick Place, a cohesive aesthetic—anchored by high-definition visuals like LED walls—does more than just catch the eye; it establishes immediate brand equity. By presenting a polished, high-tech front, you subconsciously signal to engineers and buyers that the precision of your machinery matches the quality of your presentation. This instantly positions you as a premium solution provider before a single conversation begins.

6. Plan for the Follow-Up

The fortune is in the follow-up. Before the show starts, ensure your team has a unified system for capturing leads and taking notes.

Attending the IMTS Exhibitor Workshops can also provide new tactics for lead generation, ensuring that the handshake you made in September turns into a contract in October.

7. Power in Numbers

You don’t have to go it alone. Collaborate with organizations like AMT (The Association For Manufacturing Technology) for targeted marketing. These partnerships can help you attract specific attendees who are looking for exactly the kind of efficiency-boosting innovations you provide.

Get the Full Playbook

These tips are just the surface. For a deep dive into booth strategy, design trends, and pre-show marketing, download our latest guide. Get the Full Playbook.

The post 7 Exhibitor Strategies for IMTS: How to Stop Traffic & Drive Leads appeared first on Apogee Exhibits.

Trade Shows Thrive in the New Economic Era: The Data-Driven Case

Trade shows in this new economic era continue to outperform other marketing strategies, generating $325 billion in business sales annually despite economic headwinds. In this month’s article we’ll uncover why the numbers tell such a compelling story.

Unmatched Networking Value Trade shows offer unparalleled opportunities for face-to-face networking, which digital alternatives struggle to match. The statistics are striking: face-to-face meetings are 34x more effective than email, and 92% of trade show attendees are actively looking for new products. ResTechToday recently cited that human connections drive trust and deals, making trade shows a high-ROI investment even when tariffs increase costs for exhibitors. So these aren’t just conversations, they’re direct piplelines to important stake holders who can influence a buying decision, or directly make a buying decision.

Superior ROI Despite Rising Costs While tariffs may increase booth materials and logistics costs, trade shows deliver exceptional value. The average ROI ranges from 3:1 to 5:1, with cost per qualified lead at just $142 compared to $1,252 for field sales calls (according to exhibitor magazine). Trade shows influence 92% of attendees’ purchasing decisions and generate leads with a 38% higher conversion rate than other marketing channels—making them 40% more cost-effective at reaching decision-makers than direct sales.

Adaptability to Market Shifts Tariffs disrupt supply chains and raise costs, but 67% of exhibitors use trade shows to enter new markets and meet new suppliers. Trade shows provide platforms to explore alternative markets and negotiate deals that mitigate tariff impacts. Trade diversion to regions like Southeast Asia or Europe creates opportunities for exhibitions to facilitate these crucial new trade relationships.

Leveling the Competitive Playing Field Perhaps most remarkably, trade shows democratize business opportunities. Small businesses under $10M in revenue report 23% higher lead quality at trade shows versus digital marketing. Booth size accounts for only 15% of attendee engagement factors—meaning a $50 million company can effectively compete alongside a $1 billion competitor. The playing field truly is level, with success depending more on innovation and engagement than budget size.

The Bottom Line Despite economic uncertainties, trade show attendance has increased 3.7% year-over-year. The data is clear: when businesses prioritize measurable results and long-term relationship building, trade shows remain the superior choice for driving growth in any economic climate.

Get in touch if you’d like to engage with our team of experts to begin or continue planning!

The post Why Trade Shows Remain Effective Despite Tariffs and Rising Costs appeared first on Apogee Exhibits.

What to expect in this year

Key Trends to Expect

1. Technology-Driven Experiences

In 2025, integrating advanced technology will be critical for engaging attendees and enhancing event experiences:

• Immersive Technologies: Virtual reality (VR) and augmented reality (AR) are becoming mainstream. According to Freeman’s insights, 70% of exhibitors plan to use AR/VR to create memorable, interactive displays.
• AI and Personalization: Artificial intelligence is powering personalized attendee journeys, from tailored recommendations to chatbots that enhance customer service.
• Hybrid Events Evolved: CEIR’s recent report indicates that hybrid events remain popular, with 58% of organizers planning a dual-format approach to capture both in-person and virtual audiences.

2. Sustainability as a Priority

Sustainability continues to dominate decision-making processes:

• Eco-Friendly Materials: Freeman reports a 50% increase in exhibitors adopting sustainable booth designs, reducing waste and environmental impact. In fact our industry recently released a new sustainability best-practices initiative.
• Carbon Footprint Tracking: Event planners are increasingly using tools to measure and mitigate carbon emissions, aligning with corporate ESG goals.

3. Focus on ROI and Data Analytics

Return on investment (ROI) is under scrutiny like never before:

• Data-Driven Decision Making: CEIR’s data highlights that 85% of organizers now rely on real-time analytics to adjust event strategies on the fly.
• Lead Quality Over Quantity: Organizers are focusing on attracting highly qualified attendees to maximize exhibitor satisfaction.

4. Smaller, Niche Events

The trend toward smaller, more targeted events continues to grow. These niche gatherings foster deeper connections and higher-value engagements, catering to specific industries or audiences.

5. Globalization of Events

International trade shows are expected to rebound strongly:

• According to CEIR, 2024 saw a 25% increase in international exhibitors, and this trend is projected to accelerate in 2025 as global travel normalizes.
• Multilingual and culturally tailored experiences will play a significant role in attracting diverse audiences.

Obstacles to avoid

• 1. Rising Costs and Budget Constraints
  • Freeman’s recent survey revealed that 60% of event planners cite rising operational costs as a top challenge. Factors like inflation and supply chain issues can strain budgets, requiring careful financial planning and vendor negotiations.
• 2. Overreliance on Technology
  • While technology enhances experiences, an overreliance can alienate less tech-savvy attendees. Balancing digital and physical touchpoints will be essential to maintain accessibility.
• 3. Attendee Fatigue
  • After the pandemic-driven surge in virtual and hybrid events, attendee burnout is a real concern. CEIR’s studies suggest that overly frequent or poorly differentiated events risk diminishing attendance and engagement.
• 4. Navigating Uncertain Economic Conditions
  • Economic uncertainties, including potential recessions, could impact exhibitor and attendee budgets. Building flexible pricing models and sponsorship packages can help mitigate financial risks.
• 5. Inadequate Focus on Safety
  • Health and safety concerns remain a priority. Ignoring protocols or failing to adapt to unforeseen health crises can damage an event’s reputation and deter participation.

Check out our planning e-book

Our 2025 Trade Show planning Guide will help you plan and execute a successful event schedule next year and beyond. Get it here.

The post Trade Shows and Events 2025: What To Expect appeared first on Apogee Exhibits.

Branding is often associated with businesses, but its principles are just as vital in educational settings. A school’s interior branding goes beyond mere aesthetics; it plays a crucial role in shaping the culture, identity, and overall experience of students, staff, and visitors. When thoughtfully executed, school branding can transform the physical space into a powerful tool that enhances learning, fosters community, and leaves a lasting impression.

1.)  Defining the School’s Identity

Before embarking on an interior branding project, it’s essential to define the school’s core identity. What are the values, mission, and vision that the school stands for? This foundational step ensures that the branding reflects the unique personality and goals of the institution. Whether the school prides itself on academic excellence, creativity, diversity, or community engagement, these attributes should be prominently displayed throughout the interior design.

2.) Incorporating School Colors and Logo

One of the most straightforward ways to reinforce the school’s brand is through the consistent use of school colors and logos. These elements should be thoughtfully integrated into the interior design—from wall paint and flooring to furniture and signage. When students and staff see these familiar colors and symbols, it creates a sense of unity and pride, reminding everyone of their shared identity.

Hallways and Common Areas: Paint walls in school colors, use logo decals, or incorporate the emblem in floor designs. Common areas like the cafeteria or library can feature large-scale murals or banners that highlight the school’s achievements, mascot, or motto.

Classrooms: Each classroom can have subtle nods to the school’s branding with color-coordinated furniture, bulletin boards, and storage units. This not only reinforces the brand but also creates a cohesive look throughout the school.

3.) Highlighting Achievements and History

Showcasing the school’s history, achievements, and notable alumni is a powerful way to build pride and inspiration. This can be done through dedicated display areas or “hall of fame” walls where trophies, awards, and significant milestones are prominently featured. Incorporating stories of successful graduates or notable events in the school’s history can motivate current students by showing them what’s possible.

Interactive Displays: Consider using digital screens to create interactive timelines or photo galleries that allow students and visitors to engage with the school’s history. This modern touch adds a dynamic element to the branding, making it more engaging.

4.)  Creating Inspirational Spaces

A well-branded school interior should include spaces that inspire creativity, collaboration, and learning. These can be special zones or themed areas that align with the school’s values and educational goals.

Creative Corners: Designate areas in the school where students can explore their creativity. This could be an art wall where students’ work is displayed or a reading nook with cozy, branded seating. The design of these spaces should reflect the school’s commitment to fostering imagination and innovation.

Collaborative Zones: Create open areas where students can work together on projects. Use branded furniture and design elements that encourage teamwork and communication. These spaces can serve as physical manifestations of the school’s emphasis on collaboration and community.

5.) Emphasizing Well-being and Inclusivity

Branding should also reflect the school’s commitment to the well-being and inclusivity of its students. The interior design can promote a welcoming atmosphere where everyone feels valued and supported.

Well-being Zones: Design spaces that focus on mental and physical health, such as quiet rooms for relaxation or wellness corners with plants and natural light. The branding here should emphasize calmness and support, perhaps using softer versions of the school colors or inspirational quotes that align with the school’s values.

Inclusive Design: Ensure that the interior branding is inclusive and accessible to all students. This includes considering the needs of students with disabilities in the design of spaces and making sure that the school’s branding promotes diversity and acceptance.

6.) Keeping the Environment Dynamic and Flexible

A school’s interior should not be static; it needs to evolve with the changing needs of students and staff. Incorporate flexible design elements that allow the space to adapt and grow while maintaining brand consistency.

Modular Furniture: Use modular furniture that can be easily rearranged to accommodate different activities or learning styles. This flexibility ensures that the branding can remain relevant even as the school’s needs change.

Seasonal Updates: Refresh the branding elements seasonally or during significant school events. This could be as simple as changing the artwork on display or updating the messaging in common areas to reflect current school themes or goals.

Branding a school’s interior is more than just decoration—it’s about creating an environment that embodies the school’s identity, inspires students, and fosters a sense of belonging. By thoughtfully integrating branding into the design of the school’s interior, educators can create a space that not only supports learning but also builds a strong, unified community. In doing so, the school becomes not just a place of education, but a place where students can truly thrive.

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Cost:

As a general rule of thumb, a rental exhibit will run about 30-50% of the cost of owning the same exhibit (not including design services, show site and other ancillary services common to any exhibit whether it’s rented or purchased).  Generally if you’re going to use the same rental properties more than three times you’d likely consider ownership.  However it goes deeper than that!

With any rental exhibit there are virtually no other “cost of ownership” fees such as storage, booth prep, inventory management and more.  The exhibit house is doing this all for you at no added cost (in most cases) because you actually don’t own anything but the branding/graphics that were developed for the rental exhibit.

Additionally and more importantly your exhibit dollar goes quite a lot further with a rental than a purchased exhibit.  Companies with strict or limited marketing budgets can stretch their dollar a bit further with rental.  You can project the same eye-catching look in a rental for a fraction of the cost.  On the show floor your rental can project your companies branding and image as equally as “the big guys”, who may have spent hundreds of thousands of dollars on their booth.  Other savings are realized through reduced (or zero) repair or refurbishment costs, and in some cases transportation costs as your rental exhibit may come from a strategically located facility near your show venue.

Flexibility

If your exhibit house is looking out for your long-term interests and (hopefully they are) and overall effective program management, then they should be designing your rental exhibit to fit your changing space needs as well as your budget.  Rentals offer the added flexibility of not being tied to any one particular layout for a given show.  Exhibit designers can see future needs with you and drive the design to meet different show layouts and needs, and even re-purpose graphics and branding to be re-configured for those needs.

Another great use of rental is “duplication” of shows.  From time to time many exhibitors have events occurring simultaneously and their owned exhibit properties aren’t available for both events.  Rental solves that problem easily and also reduces the risk and wear and tear of cross-shipping exhibits from show to show without proper care and inspection.

• Adapt to Market Changes: Inflationary periods are often marked by market volatility. As already mentioned above, Renting allows you to adapt more easily to changing market conditions or business needs without the commitment of a large investment.
• Customization Opportunities: Renting enables you to tailor the design, layout, and features of your booth to different audiences or trade shows without the cost of owning multiple setups.

Capital One Rental Exhibit at NADA 2024

Risk Mitigation

• Trial and Error: Experiment with different booth sizes and layouts across various events without the commitment of purchase. This can be particularly useful in finding what works best for your brand without the long-term risk.
• Economic Uncertainty: In uncertain economic times, the flexibility of renting over buying can be a significant advantage, allowing businesses to react more dynamically to economic conditions.

Ease of use

Making the decision to rent versus buy is one that can only be determined through due diligence to see what fits the best for many organizations.  Many exhibit manager’s want to hand off their show site responsibilities and let their exhibit house manage the details.  With any exhibit, show site logistics are just as important as the booth itself.  Rental furniture, A/V, lead gathering are all integral to a successful event.  Your exhibit house should be offering to handle all related logistics so you can focus on your real job, growing and promoting your companies brand in other areas that most marketing folks are responsible for.  After all trade shows are only a part of the picture, but an important part! In conclusion, renting a trade show booth can offer significant economic benefits, particularly during inflationary periods. It provides cost savings, flexibility, and the opportunity to maintain a dynamic and engaging presence at trade shows without the financial burden and risks associated with ownership.

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Recent evidence from many larger shows, such as MD&M West, NAB, and others have shown that the quality of the attendee is actually higher now than it was prior to the pandemic.  This re-enforces the justification for going to trade shows, even with inflation and increased costs.  Here’ are a few methods to help offset some of those increased costs:

Lighten your load:

Review your current exhibit to see if you can shed a few pounds.  This saves you in 2 areas.  The first is that it reduces the overall cost of shipping to and from a show.  The second (and sometimes more costly) is in Material Handling at show site.  This is the cost of the decorator to unload and move your freight to and from your booth space.  “Drayage” as it’s commonly referred to can be as costly, or more costly, in some cases, depending upon the show.   Some shows, such as NAB, have gone to a flat rate fee structure to help reduce that cost.  We hope to see more shows follow suit.

If you own flooring, leave it home and rent from the show.  You are paying both freight and material handling on this element.  Rental carpet from the show decorator may be more cost-effective, and the carbon footprint for doing this is smaller, and hence better for the environment.

Plan ahead and look at where your shows are taking place:

If you have shows that are not near your home base, or where your exhibit is being stored, ask your exhibit house for options for temporary storage in a central location, to shorten freight routes.  We are currently offering West Coast storage to our clients that primarily exhibit out there.  If you have back to back shows in a specific region, explore the possibility of leaving your exhibit there, temporarily.

Avoid “hidden” Special handling fees:

If you’re shipping things directly to the show hall uncrated or un-skidded (such as giveaways and literature), consider palletizing them .  Nearly all show decorators charge a special handling fee for loose box handling.  If you are considering handing out literature, consider doing it via electronic fulfillment.  Studies show that 80% of all literature handed out at an event never leaves that city (it goes in the trash).  Be mindful of Advance Warehouse and Direct to show delivery dates. If you have a targeted move-in and your freight doesn’t arrive on the assigned date you can also incur added fees.

Review the demo equipment you need in your booth

Shipping heavy machinery may be required if you need to demo production processes, or equipment features.  It’s sometimes hard to consider exhibiting without equipment, but there are ways around it.  Heavy machinery adds to your freight and material handling (and labor) bill.  Consider a 3-D interactive or virtual demo of your equipment.  Here’s an example to a virtual “showroom” that Apogee developed for a client that could not manage to ship all of their industrial printing machines to an event.

Effective planning in advance of your events can also help you budget for, and anticipate higher operating costs at your live business events.  It’s important to remember that these valuable events still provide a higher ROI than other direct selling activities.  The cost to close a lead on the show floor is still much less than the cost of doing so with a direct field sales call.  Events have and will continue to be one of the most cost-effective part of your overall Marketing strategy.

For more information on effective planning visit our 2022 Planning guide here.

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How do you want your customers (and your team) to feel when they enter your corporate spaces? One of the important things about your brand is that it is supposed to deliver an emotional conveyance of your promise. When you look at iconic brands how do they make you feel? Disney? Doesn’t that brand and logo emote a child-like sense of wonder? Of course it does, and that’s by design. Nike connects their users with their brand through inspiration and leadership. Your brand and your spaces can help communicate your brand promise as well.  You don’t have to be Disney, Nike or Starbucks to create the same feeling about your brand.

Branding is a pivotal element of your business. Your brand and it’s promise should be visible everywhere, especially in your corporate facilities where visitors and staff will gather. Branded interior design is a critical tool to enforce and strengthen your business, re-enforcing your customer bond, and improve the overall experience. A company’s brand communicates what makes them and their promise unique. A strong interior branding strategy helps them stand out against competition but it also re-enforces almost constantly the critical elements of their brand and why those pillars are important. Consider Starbucks. You may or may not like their coffee, as there are many companies who also sell coffee – yet no one can compare to Starbucks and how they deliver a brand experience. Since its founding days, in the early 1990’s Starbucks has strived to build its brand identity by offering customers a relaxing and enjoyable experience. From the beginning, the experiential aspect of the brand has been consistently and effectively implemented in all Starbucks stores across the globe. Each location is unique and shares attributes about the locality it serves. This is by design and it’s genius.

Next, think about the spaces and how traffic moves through them.  Is your brand re-enforced in common gathering areas?  These are area’s such as common meeting/conference rooms, break rooms, and other areas that people may spend more time.  Maximize messaging in these spaces.  The more time visitors spend in a space, the more targeted messaging.  You’ll want to note what spaces are most inspiring and impactful (key for branding!) and which are less so (or maybe more calming and quiet). When the tour starts to taper off because you may have reached an area of desks and workstations, then you can mark that as well as a good place for specific team messaging to go.

What are the messages from your brand promise that you want to showcase in your facilities?

Brand pillars are the promises that your brand delivers on every single day; culturally, physically and emotionally. These brand pillars not only describe your culture, but they can also help steer the art direction of your mood boards (more on those later). The entire brand foundation relies on these pillars to be steadfast through the lifetime of the brand. For example, is your business clean, minimal and modern or is it fun, colorful and energetic? You can already see these adjectives immediately brought about two completely different pictures in your mind.  Your branded environment should reflect these brand pillars throughout your organizations facilities.

Determine where messages should go and how they should be designed. Depending on the style of each space, the message should try and match in the way it’s designed and produced. Start with the higher priority pieces first and then layer in the mid-tier and lower priority ones, so you know you’ll find a home for the most important elements first.  Remember who will be frequenting these spaces and adapt your message to your audience.  If you have customers, prospects, and non-employee visitors the message should be a re-enforcement of your brands pillars or promises.

Loud, brand-centric communication should go in those high traffic areas like the entryway and collision zones, as those are where branding matters most. Quieter internal company mantras can live in more calming rooms and spaces. Team specific messaging can be more utilitarian, like on a TV screen near a pillar or central wall right next to or amidst a team, especially as it may need to communicate important day to day information.

Setup your Mood Board.

A mood board is a collection of images, words, fonts, and colors that, as a collection, are meant to evoke a feeling about your brand. Creating an interior space mood board will help better understand, gain cohesion and communicate your brand. You can then use this board to help you decide furniture choices, an accent wall, and lighting fixtures that are in line with your brand when you start exploring design options.  Your organizational brand style guide or brand guidelines should be employed and followed here.

Much like traditional marketing, it can also be helpful to incorporate experiential office design for certain spaces or common areas to really drive home a special feeling with which visitors can actually interact. Some bigger brands will have museum or gallery elements in their lobby and reception areas, as an example.  History timelines can be an important element in an organizations common areas as well.  Consider this element in an area with passers-by instead of common areas where meeting or collaboration may be happening.  Make good use of seldom used spaces and walls to communicate a message.  These can go a long way in helping provide a consistent brand image in your facilities.

As you map things out with your team and agency, do a physical walk-through of the open office space, passing by each area, to really get an idea of the look and feel you want to communicate. Focus on each individual thing and then how the branding all ties together and what the final takeaway is. Bring colleagues on a walk through who have a good handle on the brand and aren’t afraid to share their opinions. Consider bringing in an outside agency to provide feedback as well.  Try design ideas out on team mates to see how new visitors would react to the space .If you do it right, your office design will inspire employees to stay with and advocate for the company longer, work more creatively, and increase their measure of satisfaction with being a valuable part of your team.

For more resources about branding your facilities, check out our E-book: 

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Events are back!  But they are different.

• Some venues are requiring masks while on the show floor and in meetings.
• Organizers are also helping manage traffic flow with one-way aisles, and wider main aisles in exhibit halls.
• There is a pent up demand to be back to face to face events.  “There is simply no replacement for an in-person event.  Virtual just doesn’t hold up when you need to network and stay engaged with your clients.  We participate to be in person with our clients to keep them up to date on what’s new with our organization and new product enhancements.”, states a local client.
• While participation in some industries may be down, as well as attendance, there is a feeling by some that the level of qualification of attendees is much higher.  There’s more buying power walking these shows now.  Think quality over quantity.
• Hybrid events and virtual trade shows are here to stay.  Hybrid Marketing Strategy needs to be evolved to meet the engagement demands of folks who can only “attend” an event virtually.  Virtual micro-sites to help engage attendees should be deployed and promoted.
• Some supply chain and workforce problems do exist.  We’ll cover that down below.

Yes it’s safe to be at these events

Attendee and exhibitor safety is paramount as we emerge from our isolation and begin traveling again.  Of course this is a personal choice, but in recent research done by Freeman Companies and Epistemix  attending trade shows is less-riskier than other daily activities.

“Based on the data we’ve seen, attending an in-person event is no riskier—in fact, less risky than essential daily activities,” said Freeman CEO Bob Priest-Heck. “Businesses and organizations want to get back to events for critical commerce, networking, and exchange of ideas. This research provides the framework for doing so safely.”

Other key findings include:

• In-person business event participants are more likely to be vaccinated than the U.S. population, reflecting a vaccination rate above 80 percent and creating vaccination coverage that drastically cuts transmission of COVID-19 at those events regardless of the gathering size.

Despite some concerns over the Delta variant, the majority of attendees and exhibitors want to return to in-person events, and over 90 percent are not opposed to additional health and safety protocols to enable them to gather safely. Further, those who do not support additional protocols say they instead choose to stay home, mitigating any added risks of potential infections.

What to expect

A return to trade shows and live events means that many will need to begin traveling again.  In the travel and hospitality sector there are still many challenges to address.  Airlines are struggling to know how many planes should be in service and how many flights should be scheduled.  The airfare costs are nearly back to what they were pre-pandemic, however many airlines are still offering more flexibility with cancellations and waiving those fees, should you have to cancel.  There are still plenty of hotel options, and some industry experts state that hotel room rates will stay lower than pre-pandemic levels for several years.

Another often-overlooked component of travel is the rental car.  Many travelers reserve their rental cars at the last minute.  This should now be considered a priority as there’s a nationwide shortage of vehicles.  Many rental companies sold off their inventory in the pandemic to cover their overhead and infrastructure costs.  The rebound of that portion of the industry may take several years, so be mindful of your rental car needs early in your planning process.

Supply chain and service level disruptions continue.  Many Exhibit houses are experiencing shortages of both raw materials, as well as disruptions in transportation.  Pre-pandemic the transportation industry was already struggling with a shortage of trucks as well as drivers.  It continues to be a challenge these days.  Plan for extra time for transport and give your exhibit house ample time to source materials and products for your exhibit.  If you own a large bulky exhibit, consider ways to make it lighter and more modular so you can save on shipping and material handling costs.  Freight costs recently have increased dramatically nationwide.

Labor and workforce shortages continue as well.  Many General Contractors had to furlough much of their staff during the pandemic in order to survive.  Many talented senior-level carpenters, electricians, and laborers have left the industry.  The need for qualified labor on show floors is high.

It certainly has been a challenging 15 (or more) months for the live events industry. Business-to-business sales can likely survive for perhaps a year or so, without trade show exposure, but the value of increased sales will eventually win out relative to costs savings. Waiting until travel fully returns to normal sounds reasonable, but marketers should weigh the cost savings against the benefit from being one of only a few businesses selling your particular products at a show.  As mentioned above, the buying power of current attendees is undoubtedly higher.  There is no replacement for the value of a face to face interaction at a trade show.  This combined with the off-site networking opportunities at dinners and cocktail hours are an invaluable and intangible benefit to participating at a show.

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This survey shows the majority of attendees and exhibitors in the U.S. plan to return to face-to-face events by the fall of 2021. According to the study, 78 percent of attendees expect to attend in-person events in fall 2021, increasing to 94 percent by winter. Exhibitors are slightly more optimistic with 80 percent returning this fall, 95 percent will do so by winter.  This is a good sign for Exhibitors who are feeling a pent-up frustration related to not being face to face.

As we return to the live-events scene we’ll need to understand how the landscape will look as shows gradually resume.  Before we talk about the show floor, we’ll need to address some other areas that will need your focus:

• Your Strategy:  How has your Marketing strategy evolved during the past year with no events?  Do you need to adjust your communications strategy within your organization to re-engage an audience?  Planning to meet with Marketing and Sales leaders in your company to address any changes and how they’ll relate to any live Marketing initiatives will be important.  A virtual component to your strategy can be an effective tool in getting in front of, and re-engaging your audience.  This virtual strategy can be a useful tool in promoting your presence at an event as well as a follow up tool for those who weren’t able to attend.  The virtual compliment to exhibiting is a must going forward.
• Your Brand:  Has your branding and messaging changed since the last time you were on the show floor?  Now is the time to engage your Exhibit house to ensure all of your materials are up to date with any current branding within your organization.
• Your Booth:  For many, exhibits have been moth-balled for nearly a year now.  Is everything up to date?  As mentioned above, are your graphics out dated now that a year has passed?  Some of the items you took for granted in your booth will need to be addressed.  Some events for example will restrict the distribution of giveaways and printed literature, to minimize the spread of germs.  Consider booth disinfection protocols to keep things clean and your guests feeling comfortable.  Disinfection sprayers and foggers, as well as hand sanitizing stations should be considered.  You may need to revisit the layout of your booth to ensure you can conduct business safely and in a socially distant manner.  Again, your exhibit house partner can work with you to ensure your booth is ready and safe.
• Your schedule of events:  With the new year starting slow in the live marketing industry, many shows have been re-scheduled for later in the year.  This may mean that you’ll be dealing with compressed timelines between events.  On a national level (and not isolated to just our industry) there is a capacity issue in the Freight and trucking industry.  We have been informed my many industry representatives from the Transportation area to be prepared for longer transit times, additional costs, and in some cases damage due to the potential for lack of experienced handlers. Many suppliers in this industry have been dormant so it’s important to get started early, speak with your vendors about capacity, and any new terms that may apply for production due to the shut-down.  If you have a compressed show schedule it may make sense to consider a rental solution as an option.  For more about whether to rent or not, our recent blog article here may be helpful.
• Your Budget:  Perhaps you were fortunate enough to be able to budget for a similar execution of your live events in 2021.  It’s probably not likely however!  The best way to maximize your budget at this point is to manage your overall operating costs related to in person events.  Take a look at your travel budget and define who really needs to attend this event.  Minimize booth staffing and travel costs.  Expect higher shipping and labor costs initially.  Many events thankfully have taken the initiative from NAB (National association of broadcasters show) and have moved to a flat-rate model for most exhibit show floor costs.  This is a hopeful trend that will likely (but gradually) continue in our industry.  In order to further save on operating costs and material handling (for those shows that have not gone to a fixed cost model), consider leaving heavy equipment and products home.  There are many new virtual and augmented ways to showcase products without necessarily paying to ship them to your booth space.  Consider a portable/modular option to exhibiting, even if only temporary, to help offset transporation, labor, and show site costs.  Portables and modular exhibits can still be an effective way to show off your brand.
• “Sharpening your ax”:  Abraham Lincoln was quoted as saying “Give me six hours to chop down a tree and I will spend the first 4 sharpening my ax”.  In other words, preparation is everything.  You haven’t done a face to face event in over a year.  Do you remember how?  Engaging with your audience is now going to come with an entirely new set of rules.  No hand shakes, no close face to face contact.  However the simple rules of engagement on the show floor remain almost the same.  In prior times, over 80% of all show attendees had some type of buying influence.  In post-covid times that actually may increase!  Why?  Corporate C-level decision makers are the folks who are most likely going to get budget and permission to travel prior to almost all others.  That means your audience may be even more qualified than ever when shows eventually return.  Our free Ebook, “Beyond the Booth: Capturing Prospects During the Show,” is packed with advice to help your team create meaningful relationships with those prospects who have buying authority.

So now we’ve made our internal adjustments and done some pre-event planning to thankfully get back to what we know best, face to face events.  Let’s talk about some safety measures that will be in place, or be done by you as an exhibitor.

• Space:  Ensuring enough space in your booth will be paramount until widespread vaccinations are completed and a gradual return to “normal” (whatever that will be).  Here’s a handy calculation to give you an idea of how many people you can have in a space:  The guideline suggested by the Exhibition Services and Contractors Association (ESCA) is to divide gross booth square foot by 28.3 (a six foot distance equates to a circle of 28.3 square feet) to meet the standard 6-foot space distance.  For example, a 10’x10’ booth is 100 square feet. Divide that by 28.3 and the result is 3.5 persons in a 10’x10’ booth at the same time. This means with two staff present you can accommodate one attendee at a time. This may be the most troublesome issue of all to manage. At this time, it is uncertain how show management will respond to this severe occupancy recommendation. Using the same calculation, a 10×20′ booth will allow for a safe occupancy of 7 people, a 20×20′ booth allows for 14 people.  However we will need to account for the floor space your exhibit properties and products take up.  It may make sense to see if larger spaces are available if you anticipate having a space issue.
• Cleaning protocols:  Effective and consistent cleaning and wipe down of all common surfaces will be important.  Consider adding a cleaning kit to your booth if you don’t already have one.  This may include extra face masks, disinfectant wipes, hand sanitizer, and even in larger spaces a disinfectant fogger so you can effectively cover larger areas.  Consider having a “Covid compliance officer” that manages this for your booth and your staffers.  Every exhibit should contain a hand sanitizer station (or two) at the aisle or strategically placed around various areas of larger exhibits.
• Traffic Control:  Consider having an entrance and an exit, with defined social distancing graphics to show traffic flow.  Perhaps a booth staffer can engage, qualify and then direct an attendee to the appropriate area of the booth as people enter and exit.
  

  Our exhibit safety kits can include items such as a fogger, disinfectant wipes, hand sanitizer, face masks, and even a first aid kit

What does the recovery of In-person meetings and events look like?

The first key to success will be the resumption of air travel and hotel housing in ways that assure the general public that it is, indeed, safe to travel. Next, it will be necessary to demonstrate that the event venue, show management and service contractors have done everything reasonable to ensure the safety of event attendees.  This will also be true for supporting industries such as those in the hospitality industry such as restaurants.  These organizations will need to make every effort to provide a safe environment when visitors return.  Some things you may experience when shows resume may include:

• Smaller exhibit spaces (downsized by companies intentionally in order to gauge participation and maximize ROI)
• No Aisle carpets
• Wider Aisles
• Floorplans with more space for social distancing
• Lower Attendance at first (but your attendees may be more qualified than before)
• Rigorous check-in and attendance requirements (testing, temperature checks, and more)
  

  Hand Sanitizing stations may become an integral component of your booth post-Covid

Long-time industry leader, Chris Griffin, Business leader of CrewXP, and Vice President of the Executive Committee for the EDPA (Experiential Designers and Producers association) states, “Recovery is under way and that’s a great thing”.  Right now shows are happening, and happening more frequently.  Something we didn’t see a year ago.  Attendees want to return as there is a pent up demand for interaction.  It’s important for companies to gauge participation and attendance levels to ensure they can get a return on their investment.” 

It’s March 2021, and we are very likely still several months from the resumption of live events and trade shows in a greater frequency.   When the time is right, you can be certain that show management, general contractors, and your exhibit services providers will gladly take on heroic efforts to help in the recovery of these live events that are so crucial to the success of your business. There is no better time than now to start preparing for the return to the show floor and to other live events, conferences, and gatherings.  One thing this pandemic has taught us, is that there is no replacement for a face to face interaction.

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Digital Marketing Strategies can help generate leads while Trade shows are on pause

Consider Hosting a Virtual Event:

Hosting an online virtual event can be a demanding and daunting task.  However if done properly you can re-engage with your audience in a virtual setting that still enables your sales force a chance to network with accounts they’d normally see on the show floor.  Webinars and virtual workshops can be a great way to build an audience, as well as stay engaged with an existing audience.  Many platforms allow for a web-based virtual environment that foster higher levels of engagement.  The key to hosting a virtual event is preparation and execution of content that will keep your audience’s attention for more than a few minutes.  Some things to consider incorporating:

• Live break-out video or chat sessions with your in-house “experts”
• Consider a fun engaging game or contest area that attendees can enter.  For example have a pre-recorded video of a bar tender showing how to mix a Mai-tai or other cocktail, hire a magician to show how to do a card or magic trick.  Something fun that allows attendees to take a virtual break.
• Consider designing a virtual booth to showcase products
• If your product is large equipment that normally would be on a booth, consider rendering it in a 3D environment so users can manipulate and view it virtually.
• Pre-recording a keynote is recommended so you don’t have to deal with the potential setbacks that a Live-stream can have if you have bandwidth, or time-zone differences.

Follow up existing relationships or leads:

The lack of trade shows doesn’t mean there aren’t dormant leads from prior conferences out there.  Consider a lead nurturing campaign to re-target prior conference or trade show attendees.  Re-connect in new ways:

• Email marketing blasts to prior conference leads to keep them up to date.
• Follow up prior leads with a telemarketing call and email follow up
• Consider Geo-fencing, or retro-geofencing the venue where your last event was held.  Targeting ads to those prior attendees on their mobile devices.  New to Geofencing?  Here’s a bit more info
• LinkedIn sponsored advertising.  You can create a “look-alike” audience in LinkedIN to target similar prospects and buyers.

Re-visit your “bling” or give-aways to help redirect traffic to a landing page

Nearly every organization has branded giveaways, apparel, and gifts that they use as a branded reminder of a booth visit or sales call.  Re-consider an active campaign that has you mailing these items with a specific call to action for a client or prospect.  For example if you have a cyber-security product that you are trying to gain market share with, consider sending a wireless charger that says something like “let us help re-charge your cyber security policies”. Include educational material with the give-away that drives the prospect to a specific landing page you have created for that campaign.  This allows you to measure results with google analytics or other Marketing automation platforms.

Sponsored advertising

LinkedIN:  Many organizations engage in paid promotional advertising on LinkedIN and other platforms.  A great feature that is included in LinkedIn’s platform is something called a “look-alike” audience.  You can create a “look-alike” audience in LinkedIN to target similar prospects and buyers.  For example if you own a list of existing profiled prospects, you can upload this to LinkedIn and create a similar audience based on those profiles and metrics, and expand it.  This can be done based on Role, Job Function, Geography, or all of the above.

Trade Associations:  Consider expanding paid sponsorship or advertising within your own trade associations.  The marketing dollars you may have spent on a trade show can be moved to your advertising budgets, allowing you to canvas more areas with paid sponsorships or advertising in publications or web.

With 85% of all marketing professionals in agreement (via a survey of over 500 Marketing professionals conducted by Exhibitor Magazine) that Trade shows and conferences are vital to their Marketing strategy, we know that shows will resume when it’s safe.  In the meantime these minor adjustments to your overall strategy while you wait for the return of events, should enable you to stay engaged, generate more sales leads, and build your brand.  For more information on how Apogee can help with your overall strategy, contact us.

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