Massive shifts in global trade and the overall growth of trade have naturally led to growth within the trade show industry. More new shows are opening and the big shows are getting even bigger. However, the format of these shows remains pretty much unchanged. Attendees simply register and go. Perhaps they’ll peruse the list of exhibitors beforehand and make an appointment or two. Otherwise, they will show up, study the map, (which is hopefully clear and comprehendible) and browse the relevant sections of the show. Along the way dozens of marketing teams will approach them with gifts and spiels attempting to corral them into a booth and/or get a hold of their name cards.

This scene feels strangely old fashioned when compared with all the new and highly targeted forms of marketing being employed online. So the question is, what can show organizers do to better match up and then facilitate communication between attendees and exhibitors? Well here’s a few ideas…

Many show registration forms are quite long. Beyond basic contact information they may ask you what you want to purchase, if you are a purchase decision maker or an influencer, your budget, etc, etc. This data helps the organizer profile the show and increase sales, but it could do a lot more.

It could be used to match attendees to the relevant exhibitors (without revealing any sensitive information to the exhibitor). Before the show attendees could be sent a list of exhibitors and be given the option to make appointments. They might also be invited to online product and company show rooms with detailed information about the exhibitor and their products. On arriving at the show they could be given another list of recommended exhibitors with map locations. Different programs could be developed for exhibitors who manufacture and for those who provide services. Such an approach would not only help attendees figure out who they really want to meet before they arrive, but it increases the number real and hot leads exhibitors can generate.

After the show the targeted marketing opportunities continue. The organizer could send attendees information on exhibitors they may have missed. If the show lets exhibitors collect leads using digital swipe cards or similar technologies they could send attendees (not just exhibitors) a list of booths where they swiped their cards. Assuming the list is delivered via email it can link back to the exhibitor and product information on the organizer website.

The show organizer also benefits. If attendees begin to see the real benefits in filling out those long registration forms they are more likely to complete it.