Event attendance is down. Now what?

February 7, 2022

Our world is constantly changing. No matter how we interact within it, or the current events in society, one thing remains true: it has been scientifically proven that humans are wired for connection.  

Modern event marketers understand how to capitalize on this best — through trade shows and live corporate marketing events. Trade shows represent huge opportunities for brands because they offer a chance to directly connect with key audiences, deliver your best marketing messages, and differentiate your business amidst a sea of competitors.

And yes, attendance may be down right now, BUT what we are seeing is that the true decision makers and influencers are attending.

So we must keep creating experiences that match the pace of our dynamic, ever-changing world and the attention spans that go along with it. Event marketers are required to know the most effective ways to create and maintain connections to their target audience, in a very specific moment.  

Whenever we turn on our phones or our laptops, we are instantly bombarded with notifications and messaging aimed to get our immediate attention. So how can we leverage connection when so many other entities are vying for your prospect's attention?  

We are facing a global closeness deficit. Shared experiences are the antidote to the closeness deficit. - Anthony Kennada

It’s no longer enough to just show up with a flashy booth and gimmicks, and hope for the best.  

Modern consumers expect experiences.  

The key to creating the best experiences is to make them authentic and highly personalized. And the event marketing strategy must begin in the weeks leading up to the show.

To learn more about how to create authentic connections through trade show marketing, be sure to check out our latest resource here.

February 7, 2022
April 6, 2022