When you’re the world’s largest trade show, it’s that much more challenging to keep up a steady pace of growth. But last month’s Canton Fair in China managed to break a few records: attendance was up by 1.23 percent from 2011, with 210,000 buyers from 213 countries and regions around the world. The number of export deals for companies based in emerging markets (India, Brazil and Russia) were up by 4.1 percent, while African trade deals jumped by 13.5 percent.
So why do some shows grow while others struggle to stay afloat? An article from ExpoWeb.com offers three reasons: Show management, status in the industry, and innovation. Check out the article to read more tips.
Nashville is developing a new Medical Trade Center that will serve as home to a number of permanent exhibits, including the Health Information and Management Systems Society (HIMSS). The goal is to become a year-round marketplace to showcase medical ideas and innovation, as well as provide ongoing education. HIMSS will host technical demonstrations, conferences, workshops and customer demonstrations in their exhibit space. So … could this serve as a model for trade shows of the future?
And speaking of business model changes, Reed Exhibitions is shaking up the trade show world with their new booth pricing structure. Instead of the industry standard based on square footage, Reed’s new “choice pricing” philosophy proposes that exhibitors have different reasons for booking space at shows: some value location on the show floor, while others want to book early to save. Because Reed is the world’s largest event producer (with 500 events in 39 countries), this will likely have a ripple effect on shows in all areas and industries.
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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights
blog/podcast, and is the author of Build a Better Trade Show Image
, the Exhibitor Education Manifesto
, and the ExhibitorEd Success System
. Exhibit Design That Works
(the first book in the YES: Your Exhibit Success
series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café
, an online education community.