What a difference a year makes.

It was almost exactly 12 months ago – with the hope of putting COVID behind us and marking the full return of in-person events – that the highly contagious omicron variant reared its ugly head and upended many plans for trade shows in the early part of 2022. 

By that point, the events industry had been struggling for almost two years to gain a foothold once again. The worst of it occurred in 2020, when trade shows across the U.S. lost $10 billion, and $330 billion globally, according to Global Experience Specialists (GES).

Last year was going to mark a comeback for trade shows. And many did. But GES reports that, because of lingering COVID concerns, 40% of all events were still virtual or hybrid in 2022 – not quite the grand revival we had anticipated.

Still, momentum for trade show business steadily grew this year. The Center for Exhibition Industry Research (CEIR) reported this week that the B2B trade show industry had its most pronounced rebound in Q2, when cancellation rates for in-person events decreased to just 2%, followed by a slight increase in cancellations in Q3, at 3.1%. CEIR attributes the uptick to a slowing economy and inflationary pressure across the board.

Now, despite economic uncertainty, rising costs, endemic COVID and an ongoing war in Europe, industry pros are excited to get back out there and attend a promo products trade show, and also increase their show sales to end-buyers in other industries.

“Based on our books, we’re looking to be steady through Q1,” says Kevin Walsh, president of Top 40 supplier Showdown Displays (asi/87188) and a member of Counselor’s Power 50 list. “Those events that didn’t take place this year definitely will next year. Organizers are planning full-on for 2023. There’s pent-up demand for the show experience, education, networking and chance collisions with people.”

Even with the excitement, it’s important to note that compared to 2019, trade shows in 2023 won’t likely match the pre-pandemic highs in attendance and number of events. As a consequence, there’s been a fundamental shift in how companies view business and what they expect from this new era of trade shows.

For one, those who went to nearly every show before COVID are rethinking how often and which ones they attend. Inflation and the cost of travel (for both suppliers and distributors) are key concerns, and they’ve also become wise to the advantages of virtual meetings to learn about new products and connect with their counterparts on the other side of the supply chain.

And those still planning to attend shows in the coming year are looking for a fresh take on events that allows them to have constructive, intentional conversations with qualified customers. That includes thoughtfully designed floor layouts with space for product demos and collaboration between suppliers and distributors, and impactful educational sessions. Meeting those expectations will be the challenge for organizers in the months and years to come.

While the traditional KPIs haven’t changed (like number of attendees, number of exhibitors, net square feet sold and revenue generated), there’s a renewed emphasis on the overall experience to attract people, says David DuBois, president and CEO of the International Association of Exhibitions & Events (IAEE). “COVID transformed our view of the experiential aspect of shows at a much faster rate than perhaps would have happened without it,” he says. “Organizers are measuring the success of their shows through an enhanced lens now.”

Budding Optimism & Energy

In speaking with suppliers and distributors of all sizes, the consensus is clear: Yes, shows are returning and people are eager to attend. An ASI Media poll on LinkedIn found that, out of nearly 80 respondents from promo, 65% plan to attend industry shows in Q1.

65%
the percentage of promo members planning to attend industry shows in Q1.

(ASI Media poll via LinkedIn)

“Nothing beats an in-person experience,” says Meg Erber, outside sales manager for Top 40 supplier S&S Activewear (asi/84358). “Yes, virtual is vital for this industry to evolve, but our roots are with a handshake, high five or hug.”

Brittany David, CRO of Top 40 supplier SnugZ USA (asi/88060) and a Counselor Power 50 member, says that if sales of traditional show items are any indicator, even with economic storm clouds gathering in some sectors like tech, enthusiasm for shows has been gradually building. “Attendance has increased all through 2022, at all types of shows,” she says. “People have already planned out their Q1. Budgets are spent, contracts signed and decisions made. The economy might be a topic of discussion in the next months, and people might decide differently on attending depending on layoffs. But we’re finding giveaways like lanyards are strong right now.”

Similarly, at Orbus Exhibit & Display (asi/75209), rising sales of booth and display items point to more in-person shows. “Our sales have vastly improved over the past few years,” says Bill Roman, strategic sales manager. “We have commitments in for 2023. We’re busy, with all-time high sales. We’re actually exceeding 2019 numbers. We had ‘revenge travel,’ and now we have ‘revenge trade shows.’”

Changing attitudes toward COVID are also playing a part. Even with COVID cases mounting once again during the winter months, people are forging ahead with travel plans. While TJ Ciaravino, owner of Worldwide Sport Supply (asi/603943), knows people personally who’ve recently been infected, he says he and his team aren’t letting that stop them.

“We’re planning on going full steam ahead with shows next year,” he says. “After being locked down for so long, we’re excited. Hopefully the vendors will bring their A game.”

Chicago is a popular city for trade shows because of its central location in the U.S., and Ed Levy, president of Chicago-based Edventure Promotions (asi/186055), says he’s seen more shows coming back to the area, which also helps hotels and restaurants.

“Our distributor peers want to be human again,” he says. “Sales reps tend to be very social. You can feel the energy – they want more interaction.”

“We’re busy, with all-time high sales. We’re actually exceeding 2019 numbers. We had ‘revenge travel,’ and now we have ‘revenge trade shows.’” Bill Roman, Orbus Exhibit & Display (asi/75209)

In Canada too, the momentum is strong. Many provinces, particularly Ontario, were under strict lockdown orders for most of two years. Now, the pent-up energy is translating into enthusiasm for more shows.

“Distributors and end-buyers are ready to come back, to leave their virtual shells and touch and feel product,” says Brian Leigh, vice president of sales & marketing at Promotional Source (asi/301292) in Oakville, ON. “We haven’t seen what’s new in person in a while. We’ve gone and visited our suppliers, and there’s been no pushback about health.”

While people were still cautious this summer about events, says Sam Singh, president and CEO of Full Line Specialties (asi/199688) in Surrey, BC, they’ve become gradually more at ease over the past few months. “They’re more comfortable attending and mingling, similar to a pre-pandemic atmosphere,” he says. “The general public seems to have accepted COVID as just a part of daily life.”

But the enthusiasm isn’t limited to North America. Despite ongoing geopolitical uncertainty – especially the war in Ukraine – international markets are also looking forward to the return of in-person get-togethers.

“Based on feedback from members across the globe, cautious optimism is very strong,” says DuBois of IAEE. “Like the U.S., other countries are readjusting to the changes brought by the pandemic and assessing what can be done to get back on track as quickly as possible.”

Top 40 distributor Geiger (asi/202900) operates GeigerBTC in the U.K., and CRO Chris McKee says the excitement is building there too. “Local, regional and national shows are all back in North America, and so are European shows,” he says. “PSI will be back in January. People are definitely optimistic – they have to continue managing their businesses.”

Becoming More Intentional

And yet, there are changes afoot for the show industry. While attendance numbers are approaching pre-pandemic levels (market research firm Statista reports that U.S. companies each attended 12.2 national shows on average in 2022, down from 16.9 in 2019), suppliers and distributors have noticed that they’ve still been down slightly, a reality they expect to play out in Q1 of 2023.

Some people still have lingering concerns about COVID, while others are paying increasing attention to their personal carbon footprints. But at the top of the list, undoubtedly, is a change in business practices. As much enthusiasm as there is to get back to a show, going without them for a year or two made people aware of the cost and time required to attend one. With inflation concerns so prominent, companies both inside and outside the promo industry are intent on getting maximum value for their trade show travel.

“People are more conservative with cost in a changed work environment,” says Britney Godsey, CRO of Gold Bond (asi/57653) and a member of the Counselor Power 50. “Both suppliers and distributors are becoming more intentional with their choice of shows. They want to make sure that the time spent on the floor helps them make more money than if they hadn’t attended.”

DuBois says the phenomenon is playing out worldwide, as potential exhibitors and attendees are experiencing challenges because of inflationary pressures, limited budgets and workforce shifts.

“We’re looking at if we need to take the travel time,” says Bryan Goltzman, co-owner of Liquid Screen Design (asi/254663). “We’re in Minnesota, so Orlando in January is a carrot for us. Some are going in droves to the shows, others realize they can get the same information virtually.”

Suppliers like Orbus have also doubled down on measuring the ROI of a given event, particularly since COVID. “We’ve become more intentional,” Roman says. “Shows were just something we did. Now we’re making sure we’re talking to people. We’re taking a deeper look at how we’re spending our time and money. Before, we’d get 500 scans, but what did we talk about with distributors? We want to be more effective at the shows. We’re short-staffing ourselves at home, so we have to make sure the ROI is solid.”

Among end-buyers too, companies are taking a closer look at show ROI and distributors are helping with that. “Clients are putting their toes in at shows, just checking them out before they commit to a booth and spending $20,000 to exhibit,” says Levy of Edventure Promotions. “Others are spending money on targeted client efforts rather than a large trade show. We challenge their show goals – we ask them why they’re going and if the money they’re spending is worth it.”

“People are more comfortable attending and mingling, similar to a pre-pandemic atmosphere. The general public seems to have accepted COVID as just a part of daily life.” Sam Singh, Full Line Specialties (asi/199688)

Leigh of Promotional Source believes that, as much as people are exhibiting and attending with more intention (which sometimes means a lower attendance number), there will always be a place for in-person events in this industry. “People see items they wouldn’t have thought of when they come to a show,” he says. “Yes, some are more guarded with their budgets because it’s an expense. But getting together builds bonds.”

Among those who will be exhibiting, suppliers say there are clear product trends in demand. While it’s down from early 2020 levels, requests for hand sanitizer remain higher than they were before the pandemic, says David, who says they’ve “become a staple item.”

Breeze Holmgren, sales and marketing manager at Bloomin Promotions (asi/40646), says that she’s heartened by the rise in demand for sustainable and eco-conscious items.

“Distributors tell us they come to the shows to find new and unique products with a genuine focus on sustainability, which is music to our ears,” she says. “We plan to increase our presence at shows in 2023 as we build relationships with a new wave of eco-minded distributors.”

Exhibitors are also using higher-end booth items in a more intentional manner, instead of cheaper giveaways. Leigh says some end-buyers are choosing to purchase 150 units of a more valuable product, rather than giving away 300 of a cheaper piece, for example. And increasingly, vendors are expected to demonstrate commitments to sustainability and diversity.

Others use high-end items to give to qualified leads with whom they’ve had constructive conversations – in order to thank them for their time and encourage building the relationship. Often, they’ll ship the bundles to attendees as follow-up in the hopes of sparking further conversation. “They’re tracking the ROI of their products,” says Goltzman. “They’re also asking for variable printing on items so they can track how people took action.”

New Expectations

Although attendance overall has yet to reach pre-COVID levels, both suppliers and distributors welcome a more manageable crowd. Fewer exhibitors with more space on the floor to spread out means more room to showcase product and brainstorm with attendees. Fewer attendees allow exhibitors to have more constructive conversations with those who’ve taken the time to be there.

At the core, both exhibitors and attendees want a memorable experience – enhanced by increased intention among both parties. “A few of the shows we went to recently definitely had fewer attendees than before COVID,” says Walsh of Showdown Displays. “But they were some of the most productive shows we’ve been to in the history of our company. People came with specific projects and clients in mind, and we had the time to spend with them.”

That’s what show exhibitors have long wanted – productive conversations with serious potential buyers. For them, that’s what characterizes a successful show, not just the number of people on the floor.

“SnugZ has always thought of shows a little differently,” says David. “It’s not the number of scans that’s important, it’s the number of qualified people coming in. Who’s there? What’s the ROI of the conversations? There are other determining factors besides attendance numbers.”

It was difficult to justify exhibiting when the conversations weren’t of quality, says Godsey, particularly when taking into account the time it takes to travel to a show, set up the booth and generate exchanges on the floor.

“They weren’t qualified conversations or there was no prospective interest,” she says. “But now we’re seeing some change. More distributors are dedicating time to ‘speed dating’ formats of 20-minute strategy sessions and intentional conversations.”

“A few of the shows we went to recently definitely had fewer attendees than before COVID. But they were some of the most productive shows we’ve been to in the history of our company.” Kevin Walsh, Showdown Displays (asi/87188)

For their part, Goltzman says he and his team want to be a more intentional group of attendees interested in real conversations with exhibitors. “Suppliers don’t want ‘table pirates’ who just grab whatever giveaway is at the booth,” he says. “Qualified conversations are very different. Smaller shows might be better, with more intentional attendees.”

Proactive distributors look past the number of people planning on being there – they’re interested in the floor format and the professional development on offer. “The metrics have changed,” says McKee. “We look at how booths are placed in the hall, and the type of education sessions. It’s not just a crammed calendar of events. How are things curated?”

They also have an intentional plan prior to the show – knowing which suppliers they want to meet with, and reaching out to them beforehand to schedule a one-on-one discussion during the event. Levy takes the time to chart out a strategy, making sure to schedule time with his top vendors who will be there, and brings a flash drive with client logos for mock-ups on the show floor.

Many suppliers support distributors reaching out before the show to schedule time to speak individually. “More intentionality is a welcome change,” says Walsh. “I encourage attendees to plan it out and don’t put it to chance. Schedule meetings with exhibitors beforehand so you can take priority.”

And now, exhibitors’ booth equipment is reflecting that intentionality, allowing for semi-private or private meetings right on the show floor.

“Exhibitors want to keep people there and make them comfortable,” says Roman. “It could be a bistro table or even a couch in a small room. Booths now are showrooms, conversation spaces and demo areas – they have to do so much. We have to squeeze a lot into a limited space. We used to bring a lot of products into ours, and now we have more semi-private conference areas for sit-downs.”

In this recent Social Angle podcast, ASI Media’s Vin Driscoll speaks with social media veterans Bill Petrie (Brandivate), Mitch Silver (Printable Promotions, asi/299458), Kelly Walters (STAHLS’, asi/88984), and Meg Erber (S&S Activewear, asi/84358) on how suppliers and distributors can leverage social media at trade shows.

Walsh says clients have been asking for booth and display items that can be easily adjusted for different shows and setups, and that’s easy to transport. “They want equipment that can go from 10 by 10 to 10 by 20, and multiple graphics for different shows,” he says. “They want less commitment to tens of thousands of dollars for structure booths.”

They also want to offer attendees a memorable experience. At the recent Promotions East show in Atlantic City, S&S Activewear set up a vintage boardwalk-themed display, complete with saltwater taffy. “The experience drew people in and left a positive memory,” says Erber. “I had some really good conversations with distributor friends I hadn’t seen since before the pandemic, and I got a $20,000 order of a premium product I’d showed them.”

But the move to more intentional isn’t new, though COVID ushered in a new era of it. About 10 years ago, the industry saw the rise of hosted-buyer events – a series of invitation-only closed-door meetings, usually at high-end hotels and resorts, between qualified suppliers and distributors. ASI is hosting five such events (four fASIlitate room shows and ASI Show ConneX) over the course of 2023.

“I’ve always loved them,” says Leigh. “It’s like speed-dating. We’re actually planning on more VIP-type events in 2023, and we’ve hosted our own as well. It’s more intentional.”

Goltzman calls a past hosted-buyer event “one of the best things we’ve ever done,” and says he still works with many of the suppliers he met there. And David says hosted-buyer events are a great way for smaller suppliers to “get their foot in the door” with qualified distributors. “It’s a focused approach for them,” she says.

As with all the industry shows – from large convention halls to more intimate hotel suites – one thing is clear: the energy is returning, and people are showing up with more intention and better-defined objectives. “We’re looking for quality and enthusiasm like never before in my career,” says McKee. “The energy around ASI Chicago last summer was phenomenal. Promotions East in October was great. Now we’re excited for Orlando and Vegas.”