Industry Trade Show Trends: Hot and Outdated Elements of Today's Trade Shows

In his latest article on 24 April, trade show industry expert Shannon Thaler explores current hot trends and outdated elements of the trade show industry. As the trade show industry evolves, and especially with the release of the sixth edition of The Art of the Trade Show, trade show organisers and exhibitors need to keep up with the changes in the industry in order to improve the effectiveness of their shows.

Here are the top trends:

1. Small, high-impact booths

Small, modular and high-impact booths have become a new trend in trade shows. Exhibitors are increasing their chances of interacting with visitors by setting up multiple small booths in different areas of the show. This flexible layout not only enhances brand impact, but also optimises the visitor experience.

2. In-show activity innovation

Innovation of in-show activities becomes the key to attract visitors. In addition to traditional displays and interactive technologies, organisers are starting to attract visitors through ‘in-show activities’, such as mini education sessions with industry leaders, product demonstrations and unique experiences. This innovative approach not only enhances visitor engagement, but also brings new life to the show.

3. Integration of exhibition and education

The integration of trade shows and education has become a new trend in the trade show industry. For example, CES 2025 saw a significant increase in educational sessions, attracting more than 12,000 speakers. By incorporating educational elements into the show, organisers are able to provide visitors with more comprehensive learning opportunities and enhance the overall value of the show.

4. Omni-channel Marketing Strategy

Omni-channel marketing strategy has been the key to the success of the show. Exhibitors are able to increase the attractiveness of their booths through pre-show marketing, maintaining an online presence and clear messaging. This strategy is not only applicable to large booths, but smaller booths can also be successful with a well-planned marketing campaign.

The following are outdated elements

1. Exhibiting only because of tradition

It is no longer acceptable to exhibit only because of tradition. Exhibitors need to clearly communicate the value of their booth to visitors, otherwise it will be difficult to maintain the relevance of the show. In addition, outdated elements such as poor booth information, generic giveaways and poorly trained booth staff should be avoided.

2. Sales Presentations in Educational Sessions

Sales presentations should not be disguised as educational content. If a sales presentation is required, it should be clearly identified. This practice is not only disrespectful to the audience, but also wastes the expertise and experience of the vendor.

3. Low-cost giveaways

Low-cost giveaways, such as cheap pens and stress balls, no longer appeal to the audience, especially the younger generation. Exhibitors should opt for more practical and sustainable giveaways, such as limited edition socks, to boost audience engagement.

4. Lack of booth staff training

Lack of training for booth staff can seriously affect the effectiveness of the show. Exhibitors should ensure that they maximise their trade show investment by training their staff to improve their communication skills and engagement.

The exhibition industry is evolving rapidly, and exhibitors and organisers need to keep up with the trends and innovate the exhibition format to enhance visitor experience and exhibition value.