As we step into 2024, Mark Metzler, CDI World USA Head of Sales, highlights how changes in events and exhibitions offer opportunities for improvement, evolution, and knowledge-sharing among industry stakeholders.
I hope everyone had a wonderful holiday season. As we get ready to dive into 2024, I want to take a little time to think about how we can continue this unbelievable recovery for our industry, and what I would love to see in 2024 and beyond.
For experienced event marketers and industry newcomers alike, the past 3 years have certainly been character building to say the least. Everything seems new (again) or at least different and as someone with extensive experience in the industry, I think that’s a good thing. This change keeps us on our toes and gives us opportunities to evolve, improve, reflect on what works and what isn’t so good, and share insights and knowledge about the industry that we love.
As the industry evolves, I feel like we’ve gained some measure of clarity regarding what we would like to see in our future, at least over the next few years. There has been so much change, but one thing that hasn’t changed is the type of people in the industry. We are committed to supporting clients and each other at every turn, no matter what. We are resilient and creative in our approach and our execution, and we all know that “The Show Must Go On”. Many of the organizers and associations are in a constant state of change. Many are co-locating, renaming, elevating their educational programs, changing dates/locations; some are contemplating selling; and yet others are considering optimizing event organization and performance by hiring a management company.
Our industry is starting to get recognition for the economic impact we bring to bear within the US Economy. We saw steady growth through 2019. As 2019 unfolded into 2020, we saw a power shift in exhibitors’ favor, as sales and marketing teams realized the incredible value of effective tradeshows. Then the pandemic sent the industry reeling, causing exhibitors to question everything, from their relationships with the organizers and venues to asking if they would ever get back to how spending decisions were made “back in the day”. Almost overnight, many higher-level decision-makers were asking all kinds of questions about their event marketing spending. These concerns continue to be an issue and as such ROI & ROO will be critical for industry growth to continue.
The pandemic showed everyone that face-to-face marketing is a critical element for every marketing program. However, today’s tradeshows feature a range of technological integrations, many of which are a legacy of the Covid years. Exhibits and shows include digital elements such as interactive floorplans, online booking capabilities, AI integration, Holograms, better use of smartphone technology, QR Codes, AR & VR. And just as tech has transformed the way that we shop and function on a daily basis, we are fast approaching a time when digital integrations aren’t just good to have; they are essential.
When we develop an exhibit, we are talking to multiple people inside an organization. Marketing and sales teams look forward to shows; they are big events within their calendars and often include a huge investment in time and resources as teams prepare to showcase their products or services. So it is always a surprise to me that exhibit teams are not offered a seat at the table when considering sales and marketing strategies or Go-to-market strategies. Instead of being a central figure alongside the sales and marketing departments, the exhibit teams oftentimes are the last to be in the know and have to backtrack to retrofit predetermined approaches into new and existing booth frameworks.
I would love to see a more collaborative approach to promoting new and existing products and services, where exhibit teams are given the same respect as their sales and marketing counterparts, because they can and do impact every stage of the sales funnel, reaching new, warm, and existing clients with carefully considered exhibit designs.
Despite my extensive experience, it is still surprising how many people come to their exhibit designers with the brief for an event, without considering who they are trying to reach, and what message they want to get across. With customers and prospects, I like to do a deep dive into the anticipated audience – how many are existing customers, is the direction of the event changing and what can they expect to gain from the show? This approach is effective in helping clients identify their opportunities within a particular show and can also inform the layout and message of their booth.
We are in a time when budgets are tighter, and costs are higher. Post-2020, we know that face-to-face interactions are vital, but some companies have also become accustomed to holding onto or reducing exhibit budgets from the two years when in-person interactions weren’t possible. I like to make it my mission to ensure that we make every penny count, and one way that I do this is by looking at why clients do things a certain way, and determining if that explanation offers real value.
As we continue to embrace these technological advancements that enhance the experiences we create, we should also not forget the human element that makes our industry truly special. After all, the heart of what we do lies in creating meaningful connections.
Let’s continue to support each other, share insights, and strive for excellence. We are not just surviving – we are thriving. Here’s to a successful and prosperous 2024 for our industry.
As we step into 2024, Mark Metzler, CDI World USA Head of Sales, highlights how changes in events and exhibitions offer opportunities for improvement, evolution, and knowledge-sharing among industry stakeholders.
I hope everyone had a wonderful holiday season. As we get ready to dive into 2024, I want to take a little time to think about how we can continue this unbelievable recovery for our industry, and what I would love to see in 2024 and beyond.
For experienced event marketers and industry newcomers alike, the past 3 years have certainly been character building to say the least. Everything seems new (again) or at least different and as someone with extensive experience in the industry, I think that’s a good thing. This change keeps us on our toes and gives us opportunities to evolve, improve, reflect on what works and what isn’t so good, and share insights and knowledge about the industry that we love.
As the industry evolves, I feel like we’ve gained some measure of clarity regarding what we would like to see in our future, at least over the next few years. There has been so much change, but one thing that hasn’t changed is the type of people in the industry. We are committed to supporting clients and each other at every turn, no matter what. We are resilient and creative in our approach and our execution, and we all know that “The Show Must Go On”. Many of the organizers and associations are in a constant state of change. Many are co-locating, renaming, elevating their educational programs, changing dates/locations; some are contemplating selling; and yet others are considering optimizing event organization and performance by hiring a management company.
Our industry is starting to get recognition for the economic impact we bring to bear within the US Economy. We saw steady growth through 2019. As 2019 unfolded into 2020, we saw a power shift in exhibitors’ favor, as sales and marketing teams realized the incredible value of effective tradeshows. Then the pandemic sent the industry reeling, causing exhibitors to question everything, from their relationships with the organizers and venues to asking if they would ever get back to how spending decisions were made “back in the day”. Almost overnight, many higher-level decision-makers were asking all kinds of questions about their event marketing spending. These concerns continue to be an issue and as such ROI & ROO will be critical for industry growth to continue.
The pandemic showed everyone that face-to-face marketing is a critical element for every marketing program. However, today’s tradeshows feature a range of technological integrations, many of which are a legacy of the Covid years. Exhibits and shows include digital elements such as interactive floorplans, online booking capabilities, AI integration, Holograms, better use of smartphone technology, QR Codes, AR & VR. And just as tech has transformed the way that we shop and function on a daily basis, we are fast approaching a time when digital integrations aren’t just good to have; they are essential.
When we develop an exhibit, we are talking to multiple people inside an organization. Marketing and sales teams look forward to shows; they are big events within their calendars and often include a huge investment in time and resources as teams prepare to showcase their products or services. So it is always a surprise to me that exhibit teams are not offered a seat at the table when considering sales and marketing strategies or Go-to-market strategies. Instead of being a central figure alongside the sales and marketing departments, the exhibit teams oftentimes are the last to be in the know and have to backtrack to retrofit predetermined approaches into new and existing booth frameworks.
I would love to see a more collaborative approach to promoting new and existing products and services, where exhibit teams are given the same respect as their sales and marketing counterparts, because they can and do impact every stage of the sales funnel, reaching new, warm, and existing clients with carefully considered exhibit designs.
Despite my extensive experience, it is still surprising how many people come to their exhibit designers with the brief for an event, without considering who they are trying to reach, and what message they want to get across. With customers and prospects, I like to do a deep dive into the anticipated audience – how many are existing customers, is the direction of the event changing and what can they expect to gain from the show? This approach is effective in helping clients identify their opportunities within a particular show and can also inform the layout and message of their booth.
We are in a time when budgets are tighter, and costs are higher. Post-2020, we know that face-to-face interactions are vital, but some companies have also become accustomed to holding onto or reducing exhibit budgets from the two years when in-person interactions weren’t possible. I like to make it my mission to ensure that we make every penny count, and one way that I do this is by looking at why clients do things a certain way, and determining if that explanation offers real value.
As we continue to embrace these technological advancements that enhance the experiences we create, we should also not forget the human element that makes our industry truly special. After all, the heart of what we do lies in creating meaningful connections.
Let’s continue to support each other, share insights, and strive for excellence. We are not just surviving – we are thriving. Here’s to a successful and prosperous 2024 for our industry.
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