What Trade Shows Look Like In A Post-COVID World

Navigate the changes brought by the pandemic in the live events industry. Learn how to tackle challenges and adapt for success.

Trade shows are no different in having to adapt to changes of the Covid-19 pandemic. The global exhibition industry was hit hard in the height of the pandemic, with close contact requirements inherently opposite to public health guidelines. Like other industries, trade shows went into the virtual space. 

Where as our blog, Trade Shows in 2022, How Has COVID-19 Changed Trade Shows Forever?, explored our recommendations for exhibitors in a post-COVID world, this blog will reiterate some of those points. Our goal now however is to clearly show you the way in which successful exhibitors are meeting their goals from engagement, booth traffic, brand engagement, to ROI and ROO at live events in the post-COVID world.

Let’s get into it! 

Game-Based Learning After COVID

In a post- COVID world, interactive technology is a no-brainer. People love playing digital games and people love to win. With a personalized trade show trivia game, you can be sure achieving event objectives will be met. Game-based learning in the form of trivia helps to raise booth awareness at an event and drive your engagement traffic, even after the event is over because you have made a lasting impression on attendees. 

New audiences brought in by the digital technology of all- virtual events during the height of the pandemic, are likely to want to take advantage of attending the live-portion to interact with exhibitor's brand face to face. 

Though virtual events might have had their perks, it became clear that “The Zoom Thing” quickly became tiresome and overdone. As it’s unnatural connectedness with individuals, virtual events were limited by their one dimensional showcasing. 

According to a study done by ‘DispalyWizard’, 95% of regular exhibitors prefer in-person to virtual events. This is because exhibitors have the best success showcasing their services and products ‘in the flesh’. In the same vein, these events didn’t allow attendees to see, examine or interact with the brand or its products. It reduced their likelihood of buying products or services post virtual events. 

Socializing at Events Post Pandemic 

It is a reality that social distancing will forever be a concern in large exhibitions. Whether or not health guidelines recommend it or not, people will want to ensure their health safety, and so will exhibitors. This could see the end of many interactive games, for example putting a business card into a bowl to win a prize or scavenger hunts. With tailored digital games, you have the ability to draw attention while also making sure you are paying heed to possible health concerns of attendees. 

What about the crowd games draw in? Usually with game-based learning, each game displays a maximum number of questions at a time, and a limited number of lives for each player during timed game play, it limits the amount of players in one area. The benefit of this at a live event, it allows those who wish to participate, to step back and wait their turn, additionally giving you the opportunity to converse more extensively because you already have their attention. 

Major Takeaways 

It is proven that by incorporating interactive ways to connect with attendees, exhibitors takeaway higher leads, reach larger audiences and attain higher engagement. Attendees and exhibitors are allowed to connect on a more personal level at live events, while making use of interactive activities to garner more attention and connection. 

Check out our recent blog, 5 Reasons Why Gamification Is So Effective, detailing the benefits of gamification at your trade show to reach these goals mentioned above.

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