The events and meetings industry is poised for significant transformation in 2025, driven by technological advancements, evolving attendee expectations, and a heightened focus on sustainability. 

Event planners must stay informed about these developments to create impactful and engaging experiences. Here are seven key trends anticipated to shape the industry in the coming year.

1. Advanced integration of AI and automation

Artificial Intelligence (AI) and automation are set to revolutionize event planning and execution in 2025. Key applications include:

• Personalized attendee experiences: AI-driven tools will analyze attendee data to offer customized content recommendations and networking opportunities, enhancing engagement. For instance, AI can match attendees with similar interests, increasing the chances of meaningful connections.
• Operational efficiency: automation will streamline tasks such as registration, scheduling, and real-time assistance through chatbots, allowing planners to focus on strategic elements. Automated tools can also predict attendance trends, helping planners optimize resources.

2. Sustainability and local-first planning

Sustainability will be a central focus in 2025, with event organizers adopting eco-friendly measures to meet attendee expectations and corporate responsibility goals. Strategies include:

• Zero-waste events: implementing comprehensive recycling and composting programs, utilizing biodegradable materials, and donating surplus resources to minimize environmental impact. Event organizers are also using digital platforms to replace paper materials, further reducing waste.
• Carbon-neutral initiatives: calculating and offsetting carbon footprints through investments in environmental projects and selecting venues with green certifications. Planners are also leveraging carbon-tracking tools to measure the ecological impact of events in real time.
• Local-first planning: emphasizing local suppliers, talent, and cultural elements to create authentic experiences. This approach reduces logistical complexity while enriching the attendee experience with regional diversity.

3. Evolution of hybrid and virtual events

The hybrid event model, combining in-person and virtual experiences, will continue to evolve in 2025, offering:

• Seamless integration: enhanced technology will ensure a unified experience for all attendees, regardless of their mode of participation. New platforms will support features like simultaneous live streaming and on-demand content.
• Advanced virtual networking: AI-powered matchmaking and virtual reality meeting rooms will facilitate meaningful connections among participants. These tools create opportunities for virtual attendees to network as effectively as their in-person counterparts.

4. Diversity, Equity, and Inclusion (DEI)

In 2025, diversity, equity, and inclusion (DEI) will be integral to event planning. Efforts to incorporate DEI include:

• Diverse representation: ensuring speakers, vendors, and attendees reflect various backgrounds and perspectives.
• Inclusive practices: providing equitable access to resources and creating safe spaces for underrepresented groups. This includes offering accessible facilities and inclusive content.
• Metrics for success: using tools to measure DEI efforts, such as attendee feedback and speaker diversity indexes. These metrics allow planners to align their events with attendee values.

5. Personalized and experiential events

Attendees in 2025 will seek personalized and immersive experiences. Event planners will focus on:

• Customized content: utilizing AI to tailor agendas and session recommendations based on individual preferences. Personalization extends to creating bespoke itineraries that cater to attendee objectives.
• Interactive elements: incorporating gamification, augmented reality, and experiential marketing to actively engage attendees. Interactive installations and AR demos are becoming event staples, captivating audiences.

6. Blockchain applications for security and transparency

Blockchain technology will increasingly feature in event management, offering benefits such as:

• Secure ticketing: blockchain can eliminate counterfeit tickets by creating tamper-proof digital credentials.
• Transparent sponsorship management: planners can use blockchain to ensure sponsors receive accurate data on attendee interactions, building trust and accountability.
• Smart contracts: these contracts streamline agreements with vendors and service providers, reducing disputes and ensuring timely payments.

7. Enhanced safety and security measures

With ongoing health concerns and the increasing digitization of events, safety, and security will be paramount in 2025. Measures include:

• Contactless technologies: implementing touch-free registration, payment systems, and access controls to minimize physical contact. Attendees appreciate the added convenience and safety these systems offer.
• Cybersecurity protocols: strengthening digital security to protect attendee information and ensure the integrity of virtual event platforms. Comprehensive training for event staff on cybersecurity best practices is also being prioritized.

In conclusion

The events and meetings industry in 2025 will be defined by its adaptability, innovation, and commitment to sustainability. From leveraging AI and blockchain technology to creating inclusive and immersive experiences, event planners are stepping into a future where technology and human-centered design converge. 

The focus on environmental stewardship, safety, and personalization reflects the evolving priorities of attendees and stakeholders. By embracing these trends, the industry not only addresses current challenges but also sets the stage for long-term growth and success.

 

Author: Veronique Colombani

Wondering why your company should sign up for a trade show? Do you think trade shows are useless for your business? Well, there are many advantages to taking part in a trade show!

Trade shows can make a big difference to your company. Here are 10 reasons why your company should participate in these events.

1. Participating in trade shows is an excellent way to build brand awareness

Your company should participate in a trade show to increase brand awareness, reinforce your perceived expertise, and reach a targeted audience that already has an interest in your sector.

Participating in a trade show helps companies build a strong and lasting reputation. Consistent trade show participation builds brand recognition and industry credibility.

And you can always find trade shows that are entirely dedicated to your company’s sector of activity. When it’s time to attend, all you have to do is buy or rent a modular or portable booth, and enlist the help of graphic designers to help you stand out from the crowd with unique branded images. You’ll be all set to present your products or services to visitors. It’s that easy!

2. Trade shows are an opportunity to study your competitors and discover industry advances

When a trade show devoted to your industry is being held, a few or even several of your competitors will naturally show up to the event.

Instead of seeing it as a competition, use the opportunity to take a walk around the venue to see what other companies in your industry have to offer. Analyze what your competitors offer and look at what works and what doesn’t in their proposals or strategies.

Take the time to notice new trends, technological innovations and marketing strategies. By carefully studying your competitors’ offerings, you can identify what appeals to customers, arguments that win them over, and weak points to avoid. This helps you to refine your strategy and adjust your own proposals to better meet market expectations. In-depth analysis of stands, communication media and even visitor reception can provide valuable insights for improving your approach.

This will help you draw inspiration for your projects, partnerships and more.

3. Growing your contact network and forging partnerships is easy at trade shows

As mentioned above, trade shows are an opportunity to study what competitors have to offer. But why not take advantage of this forum to expand your contact network?

While strolling around the venue, exchange with the professionals you come across and spend some time getting to know them better. Take advantage of the lively atmosphere to start discussions, exchange business cards and make new professional contacts. Who knows, these new encounters may even benefit your company.

Having a unique, highly visible booth which clearly broadcasts your brand is a real plus, as others will easily come up to you and naturally ask questions about your business, which opens the door to potential partnership opportunities. If you want to stand out from the crowd with a clear brand image, specialist designers can build you a custom trade booth.

In addition, some trade shows offer evening networking events, where you can deepen your communications and create lasting relationships. By making the most of your connections, you’ll give your business more opportunities to grow and collaborate with other companies.

4. Expanding your customer base by reaching new prospects is a good reason to attend a trade show

When you attend a trade show, acquiring new customers is easy. Trade shows are an accessible way to talk face-to-face with new and potential customers. And these days, that interaction can make a big impact on your sales. To successfully attract customers, it’s crucial to plan your trade show exhibit carefully and organize demonstrations or other engaging activities to capture visitors’ attention. Having a striking visual medium, such as a custom-built booth, will help convey a professional image and attract more visitors to your space.

5. Getting real-time feedback from customers so you can adapt your strategy accordingly

Another reason your company should participate in trade shows is that they are the perfect place to get feedback from your customers about your products and services. When you present your products or services to people in real time, you can note their impressions by observing their questions, reactions or suggestions.

This will give you an idea of what you’re doing well and what you need to improve. Nothing beats what your customers think, because at the end of the day, they’re the ones buying your products. Rather than relying solely on online surveys or delayed feedback, here you benefit from authentic interaction that reflects your customers’ current needs and expectations. With this information in hand, you can adjust your sales strategies and better respond to market demands.

6. Presenting new or existing products and services 

Trade shows offer an ideal platform for showcasing your current product range and previewing new products. Unlike digital campaigns, trade shows offer hands-on product demonstrations. You can showcase how to use your products and demonstrate their effectiveness in a setting where every detail is designed to capture visitors’ attention. 

Direct interaction with visitors allows you to address questions and concerns immediately. By utilizing an attractive booth design and engaging visual aids, you can create a memorable experience that fosters long-term brand recall and interest among potential clients.

7. Strengthening relationships with existing customers and building loyalty

A trade show is a valuable opportunity to strengthen ties with your existing customers by offering them a personalized experience and privileged contact. By inviting them to your booth, you show your appreciation for their loyalty, while demonstrating that your company is evolving by staying at the forefront of its sector. These face-to-face moments are an opportunity to listen to customer feedback, understand their current needs and anticipate their future expectations. 

Offering exclusive demonstrations, private discussions or previews makes customers feel like privileged partners and reinforces their commitment to your brand. By highlighting your ability to innovate and meet their specific needs, you can establish a relationship of trust that extends beyond the event, encouraging your audience to continue and even deepen their collaboration with your company.

8. Participating in conferences and seminars to gather information on your sector

Trade shows often host conferences, roundtables and seminars led by industry experts and leaders. Participating in these events is a great way to gain access to the latest trends and technological advances in your field. 

At meetings, you can gather first-hand information on evolving customer expectations, disruptive innovations, and emerging strategies that are transforming the sector. These conferences also offer concrete perspectives on market developments that are often accompanied by examples and case studies. By participating in these industry events, you can gain valuable insights into emerging trends and adapt your internal strategies accordingly. This enables you to explore new avenues of development and maintain a competitive edge by adopting innovative solutions that address evolving market needs.

9. Getting noticed by the press

Trade shows frequently attract the attention of the trade and general press, who are always on the lookout for new products and innovations to cover. By exhibiting innovative products and setting up an attractive booth, you maximize your chances of attracting the attention of journalists, who could report on your activity via articles, reports or interviews, which will help you to reach a much wider audience than just trade show visitors. 

This media coverage will strengthen your brand image and increase your visibility among a targeted audience, while positioning you as a key player in your sector. Positive press coverage can attract potential customers and strategic partners, underscoring your company’s dynamic and innovative nature.

10. Generating leads

Trade shows are an ideal place to generate qualified leads, since they attract an audience that is already interested in your sector. Every visitor to your booth represents an opportunity to make concrete contact and establish a business relationship. By collecting the contact details of visitors – via forms, business cards or QR codes – you can build up a base of committed prospects, ready to be contacted again after the event. 

Leads that are generated by personal interaction are often closer to conversion than those generated by other marketing channels. By targeting a pre-qualified audience, you can reduce the sales cycle and increase conversions. In this way, trade shows provide the perfect platform to connect with potential customers, nurture relationships, and generate sustainable revenue.

totm exposition: your partner for trade show success

There you have it: 10 compelling reasons to attend a trade show. Don’t wait to pick a trade show that’s right for you. If the only thing you’re missing is a custom booth, contact us now and tell us about your project! At totm exposition, our qualified team can design you a winning trade show booth to fit your budget.

For a long time, trade shows have been known as events that generate considerable waste and use up a lot of resources. However, like most industries, the event industry in Quebec has started going green.

Just look at the creation of the BNQ 9700-253 standard (Sustainable Development – Responsible Event Management), which aims to help organizers, exhibitors and the public reduce the environmental footprint of events.

For this green transformation to occur, more and more exhibitors need to take steps to be environmentally responsible when participating in events. Here are a few strategies you can use to become a more eco-friendly trade show participant.

What is a sustainable trade show?

An eco-responsible event incorporates practices that reduce environmental impact while adhering to the principles of sustainability. This means minimizing greenhouse gas emissions, managing waste materials, and favoring environmentally-friendly gestures. The aim is to reduce the event’s carbon footprint while raising participants’ awareness of sustainability practices. The Conseil québécois des événements éco-responsables encourages this type of event planning as it supports the overall goal of promoting better resource management.

Why choose to participate in sustainable events?

By participating in eco-responsible events, exhibitors and event organizers demonstrate their commitment to the environment and sustainable development. Not only does this help to reduce harmful effects on the environment, it also raises awareness of current environmental issues among all those involved, from participants to suppliers. Eco-responsible events are an excellent way to stand out from the crowd: by adopting responsible practices, your event will resonate with a public increasingly concerned about the environmental impact of the events they attend.

1. Choose an event venue close to your target audience

Opting for an event site close to participants helps reduce greenhouse gas emissions linked to travel. By choosing a central location that’s easily accessible by public transport or bicycle, you limit the use of individual vehicles and encourage more sustainable transport methods. Where possible, some organizers collaborate with transportation companies to offer discounted tickets to participants, or even free access to public transport to all participants for the duration of the event, a practice often encouraged by the Conseil québécois des événements éco-responsables. This approach will reduce your event’s collective carbon footprint.

2. Optimize event logistics to reduce your carbon footprint

Optimizing logistics is key to avoiding the unnecessary movement of materials and equipment. When planning your event, group deliveries to limit the number of trips it takes to transport what you need, and choose local service providers – both of these gestures will contribute to reducing greenhouse gas emissions. Assessing the energy consumption of your temporary facilities is also an important step. For example, you can opt for energy-efficient equipment. Using digital resources to manage registrations, documents and information media will also reduce the ecological footprint of creating printed materials.

3. Offer locally sourced food and reduce the use of disposable containers

If your event includes catering, choose suppliers who give priority to local, seasonal and sustainable produce. By providing an eco-responsible food selection, you will reduce transport-related emissions and support the local economy. Opt for compostable or reusable containers, and ban single-use plastics. You can also encourage sustainable eating by offering vegetarian or vegan menus, which generally have a lower carbon footprint than meat-based dishes. Don’t forget to make your suppliers and service providers aware of your priorities and choices so they can get on board.

4. Participate in trade shows that are certified as “sustainable”

Classifying trade shows as sustainable via official certification guarantees a quality approach to eco-responsibility. Many organizations, such as the Conseil québécois des événements éco-responsables, offer certifications that act as proof of compliance with environmental practices. By taking part in certified events, you not only boost your visibility as a supporter of sustainable practices, you also prove that every stage of your event participation, from planning to execution, incorporates the principles you value. Official certification attracts an environmentally conscious audience and by participating in a certified event, you will reinforce your brand’s ethical reputation.

5. Invest in a reusable trade show booth

If your company is planning to participate in multiple trade shows and events, investing in a reusable trade show booth is a good way to generate less waste and lower your resource consumption.

Today, trade show booth designers and manufacturers can create custom booths of all shapes and sizes, using durable, resistant materials.

If you’re afraid of getting tired of your reusable booth after a few trade shows, don’t worry! There are modular trade show booths that can be configured in several different ways. With a modular solution, you can change the appearance of your booth for each trade show while being environmentally responsible.

Features to consider when choosing a reusable booth

There are certain features that can further reduce a reusable booth’s environmental footprint:

• Manufacturing materials that are eco-friendly and easily recyclable such as aluminum, which is light and therefore will reduce transport costs
• Visuals on fabric using water-based ink without solvents or odours

6. Create sustainable promotional products

For many years, promotional products have been considered a solid strategy for marketing a brand. However, if you want to be more environmentally responsible at trade shows and events, you need to consider the environmental impact of this approach.

On average, trade show attendees discard promotional items six months after receiving them. That’s not a long time, considering the environmental and socio-economic costs associated with manufacturing and disposing of them.

To help you ascertain whether to use or avoid certain products (from an environmental perspective), check out the Guide to Sustainable Promotional Products published by Équiterre.

Reduce paper waste

At events, companies often distribute paper documents such as brochures, flyers and business cards. Unfortunately, these documents often end up in the garbage or recycling. Companies that want to be environmentally responsible should find ways to avoid this waste of paper.

To show attendees that you care about the environment, use alternative methods and event communication tools to get your message across. There are many ways to do this with the technology we now have.

Do post-event follow-up

After the event, it’s important to measure the environmental impact of your actions as a participant. Use tools to evaluate the greenhouse gas emissions associated with all your activities, including transportation and energy consumption during the event, and to analyze how you managed waste. This will help you identify ways to improve your ecological footprint for future events. Feedback from your teams and partners can also help identify effective practices and areas for improvement so you can raise sustainability standards in the events sector.

Communicate your eco-responsible commitments and results. Publish a report on your website or social networks to highlight the concrete actions you’ve taken and reinforce your credibility with customers and partners who are sensitive to environmental issues. A well-executed post-event follow-up will transform your commitment into a competitive advantage and position your company as a responsible participant in sustainable events.

Example of eco-responsible participation in an event or trade show

Let’s take the example of an exhibitor participating in an eco-responsible trade show in Quebec. For this event, you’ve chosen a modular stand made from eco-friendly materials, with reusable panels that can be easily customized for different trade shows. Instead of printing brochures, you installed an interactive touch screen to present your products and services, allowing visitors to send documentation by e-mail via a simple QR code, which eliminates any question of paper waste.

In terms of logistics, you have consolidated the shipment of your materials into a single delivery, selecting a local carrier that uses hybrid vehicles. On site, you distribute eco-responsible goodies, such as reusable stainless steel water bottles. You also set up sorting bins at your booth to collect any waste materials, including recycling and composting options.

When it comes to sustainability, be like totm and put your words into action!

Don’t forget that environmentally responsible participation in events and trade shows sends the message that your company is committed to protecting the environment. That could make a huge difference to potential business partners and clients who share the drive to save the planet. Reducing the ecological impact of events through transport and the use of eco-responsible objects and stands is already a first step. It is also possible to reduce the ecological impact of an event through energy and catering.

As a manufacturer of environmentally responsible trade show booths, totm is proud to help trade show participants and organizers promote sustainable development. We plant trees to offset the GHG emissions generated by our business activities and reduce our environmental footprint by recycling our materials as much as possible.

Digital signage is part of our everyday lives. We now encounter digital signage everywhere we go: in trade shows, airports, malls, restaurants, and more.

Digital signage offers quite a few advantages when used at trade shows. Here is why having a digital display at a trade show is such a good idea.

 

What is digital signage?

Digital signage, also known as digital display signage, involves using digital screens to display multimedia content. It’s an innovative, interactive solution that captures visitors’ attention with captivating visuals, real-time content updates and interactive elements. In the context of trade shows, digital signage offers a modern and flexible way to stand out from the crowd by creating a more attractive and interactive booth.

 

5 advantages of digital signage for trade shows 

There are several advantages to using digital signage at a trade show.

1. Digital signage to better greet your customers

Customers do not like to wait. A few minutes of waiting can sometimes be enough to make a customer leave your business.

When you plan your next trade show exhibit, make sure that you have these 2 things, among others:

• A high quality trade show booth
• Digital signage

Installing a digital kiosk at the entrance of your trade show booth will make your visitors’ waiting time more pleasant. A digital display naturally attracts attention thanks to its ability to display multimedia content. Your visitors will be more inclined to wait if wall-mounted screens display videos, varied content or other information.

While you are momentarily unavailable, your digital kiosk will entertain your customers.

2. Digital signage to communicate more efficiently

Thinking of offering a range of exclusive promotions at your next trade show? Promote your special offers via a digital kiosk.

Digital kiosks, like billboards, are excellent for highlighting your promotions because the interactive display of digital signage can easily capture your visitors’ attention. You can broadcast a succession of messages in a completely automated way.

Digital kiosks are also useful for transmitting live information. For example, if you organize a trade show contest, you can easily promote your contest and announce the winner with the digital kiosk.

Exhibitors can customize their displays to suit their specific needs. They can be used to present products, announce events or interact with visitors via interactive kiosks.

3. Digital signage for a more immersive experience

Digital signage at a trade show also offers a more immersive, interactive experience. Visitors are encouraged to interact with touch screens, discover new information via videos or animations, or take part in competitions directly from the kiosks. This dramatically improves engagement and enables exhibitors to stand out from the competition. Digital screens modernize venues by creating a more technological and innovative atmosphere, while offering a captivating visual experience.

4. Digital signage to save money

Digital kiosks are not only used to welcome, entertain and communicate. They also contribute to considerable cost savings.

“How?” you may ask.

It is quite simple: digital signage eliminates the cost of printing promotional material.

Your digital kiosk’s content can be updated at any time. In doing so, it can quickly adapt to price fluctuations and product arrivals or backorders.

Digital signage not only eliminates printing costs, but also the time required to produce and update them.

5. Digital signage: more eco-friendly displays

As you may suspect, digital kiosks are also very eco-friendly. The production of printed material consumes a lot of resources and energy: water, ink, paper, solvents, etc.

On the other hand, digital signage uses LED lighting technology, which consumes very little energy. Digital signage will therefore help you reduce your company’s carbon footprint.

 

5 Ways to make the most of digital signage at a trade show

Digital signage is a powerful tool for trade shows. It attracts visitors’ attention, delivers relevant content and enhances the overall event experience. To get the most out of this technology, it’s important to carefully plan how you will use it and integrate it strategically into your stand.

1. Place screens strategically

Where you place your digital signage will influence the success of your booth. A well-positioned screen, at the entrance of the booth for example, can grab visitors’ attention immediately and encourage them to explore. It’s also a good idea to place screens at high-traffic points, where they’ll be visible to a greater number of people.

Integrating interactive kiosks or touch screens at various points in your booth will allow visitors to interact directly with the content you offer. Examples include consulting product sheets, taking part in surveys or finding out more about your services.

2. Adapt content to visitors

One of the great advantages of digital signage is the flexibility it offers in terms of content. You can customize messages to suit different times of day or different types of visitors you want to target. For example, you can schedule the display of specific promotions during peak hours, or show demo videos when visitors are positioned to interact with your booth.

Video content is particularly effective at capturing attention. Videos allow you to present your products or services in a dynamic way, while telling a story that will capture visitors’ imagination. Make sure your videos are short, punchy and aligned with the main goal of your trade show presence.

3. Interact with visitors via digital terminals

Digital kiosks and interactive screens offer a unique opportunity to create direct interactions with visitors. These devices allow passers-by to explore the company’s offers and services for themselves, while engaging in a more immersive experience. For example, a digital kiosk can feature a competition where visitors enter to win a prize by entering their details directly on the screen.

The interactive aspect can also be exploited to gather valuable information about visitors. By offering surveys or forms directly on the screens, you can collect important data on their needs and expectations, while offering them a fun and engaging experience.

4. Boost your booth with real-time content

Digital signage allows you to broadcast content in real time, which is a major advantage when it comes to reacting quickly to event needs. For example, you can display schedules for important demonstrations or announcements directly on a screen. This type of dynamic display will keep visitors informed throughout the day and maintains their interest.

You can display announcements about upcoming events at your booth, such as product presentations or live discussions with experts to encourage visitors to come back at key moments for maximum engagement.

5. Using data and analytics to optimize engagement

Modern digital signage solutions are often equipped with software to track visitors’ interactions with the screens and measure how well the content performs. This data can be used to adjust messages in real time and improve the impact of your signage.

For example, if you notice that certain content attracts more attention than others, you can promote it further to maximize its visibility. You can also collect data via interactive kiosks to adjust your communication strategy according to the centers of interest and behaviors observed at the show.

 

How do you create the right content for digital signage at trade shows? 

Creating effective content for digital signage at a trade show involves understanding visitors’ expectations and using the right formats to capture their attention. Content needs to be visually appealing, easy to understand, and capable of generating engagement. Here are a few key elements to maximize the impact of your content.

1. Choose attractive visuals

At trade shows, visitors notice visuals first. Your content needs to be designed to grab attention quickly and effectively. Use bright colors and high-quality images to make your content more appealing. Animations and videos are particularly effective for adding a dynamic dimension to your signage.

Images should be relevant and in keeping with the message you wish to convey. For example, to present a product, opt for detailed photos showing its use or benefits. Avoid dense text, and prioritize short, clear messages that can be understood in a few seconds.

2. Use short, powerful videos

Videos are a particularly effective format for trade shows. They tell a visual story and can hold visitors’ attention longer than text. Remember to keep your videos short (30 to 60 seconds maximum) and focused on a key message. Trade show visitors are often in a hurry, so every second counts.

You can show product demonstrations, customer testimonials, or even animated videos to explain your services in a clear and engaging way. A good illustration would be a video demonstrating your products in real-life use cases, helping visitors grasp how they can be used and their specific advantages.

3. Integrate interactive elements to capture attention

Interactive kiosks and touch screens are a great way to engage visitors directly. By allowing passers-by to interact with your content, you encourage them to spend more time at your booth and explore your products or services further.

You could, for example, integrate touch-screen competitions, allowing visitors to win a prize by interacting with the content. Or offer a quick survey to gather opinions while offering a gift in return. Interactivity not only increases engagement, it also gathers valuable information about your prospects.

4. Create a clear, structured message

Content displayed on a digital screen must be easy to understand. Your messages must be short, to the point, and focused on the benefits of using your product. Effective digital signage doesn’t overload visitors with information, but presents a clear, structured message.

Segment information into small sections so that visitors can easily take it in. Use catchy headings and subheadings to organize ideas, and accompany them with visual elements that reinforce the message. A succession of simple messages is more effective than complex blocks of information.

5. Exploit the audio format

Adding audio to digital signage can be a good idea, but it must be done carefully. In an often noisy exhibition environment, audio can help capture the attention of visitors who are near to the display. However, it is very important to adjust the volume so as not to disturb other exhibitors or visitors. Audio can be particularly effective for short announcements or presentations, but it should complement the visuals so as not to overload the experience. The important thing is to offer a harmonious experience that doesn’t distract from the visual content.

 

Digital signage: an all-in-one communication tool

Digital signage is an enjoyable and environmentally friendly way to communicate what you have to share at a trade show. It is also a good way to save money and reduce the amount of resources you consume.

Most importantly, digital displays are the best way to get attendees’ attention. We strongly encourage you to consider them.

Looking for a trade show booth manufacturer? At totm exposition, we specialize in the manufacturing of custom booths, modular booths and portable booths. Visit our website for more information or browse our services page to find out how we can help you make your next trade show a success.

Are you planning to attend a trade show or event soon? Eyes may already be on you as visitors get ready to discover your offer, but there is an important question you need to answer: where should you put your trade show booth to maximize its impact?

Welcome to the fascinating and sometimes complex world of choosing the best location for a trade show booth. Think of it as a battle strategy, where every decision counts. A thoughtfully chosen location can propel your company to new heights, while a careless selection leaves your booth at risk of being lost in the shadows, and your hard work will barely be noticed.

The experts at totm exposition, who specialize in the manufacturing of custom trade show booths, guide you through the key steps in transforming your trade show booth location into a valuable strategic asset.

Why is trade show booth location so important?

When planning to attend a trade show, choosing a good booth location is very important. In fact, it’s one of the decisive factors in making your trade show a success. Successful event project management begins with understanding why location is so important.

Optimise visitor flow to your stand

A strategic location can bring a steady flow of visitors to your stand. Main aisles, high-traffic areas and locations close to popular booths will naturally attract more people. More traffic means more opportunities to engage in conversations, present your products or services and, ultimately, convert visitors into potential customers or partners.

Increase brand awareness

But location isn’t just about attracting visitors. It also influences brand experience. Being well-placed means your name and message are exposed to a wider audience, boosting brand recognition. It can also give you an edge over the competition by allowing you to be among the first booths visitors see and remember.

Key steps to choosing your trade show booth location

If this is your first trade show, take the time to visit the venue as an outsider. This will help you assess which factors are important when choosing your trade show booth location.

To maximize your success, check out our article on “How to choose a trade show”.

1. Analyse trade show layout and direction of traffic

Observe how visitors move around at the show and identify high-traffic areas. Check the entrances, exits and main aisles of the show. The areas near these features are often the busiest. Make sure you also take a look at rest areas and catering facilities, as these generally attract a constant flow of visitors.

2. Analyse statistics from previous events

Use data from previous shows to identify the most popular areas. Many event organisers provide detailed pedestrian traffic reports that can help you identify the most visited locations. Use this information to choose a strategic location that will maximise your visibility and the number of visits to your stand.

3. Locate the biggest exhibitors and your competitors

Note the locations of the big exhibitors who naturally attract plenty of attention. You should also locate your main competitors and take notes on their stands and presentation. Positioning your booth close to these major players can allow you to benefit from their ability to draw attract a crowd while keeping a close eye on your competitors. However, be careful not to get too close to avoid having your booth overshadowed.

4. Choose a space that suits your needs

Evaluate the logistical aspect of the location and make sure your booth is well located for easy access, and that it meets your specific needs. For example, if you need space for a live demonstration or for trade show furniture, make sure your location can accommodate these requirements. A good location should facilitate interaction with visitors while allowing optimum presentation of your products or services.

5. Reserve your spot well in advance

Reserving your spot early is key to getting the best possible location. The most popular locations are often booked up quickly, so it’s important to plan ahead. By booking early, you’ll have more choice and be able to select a location that perfectly matches your strategic objectives. You can likely also benefit from preferential rates and avoid last-minute price increases.

What are the best locations for your trade show booth?

Trade shows offer a variety of booth locations, each with its own advantages and disadvantages. Understanding your options will help you make an informed decision. Book early, ask the organizer questions, and remember to consider any planned entertainment to choose the best location for your needs.

At the entrance

The main entrance is often the first point of contact visitors have with the show, and it therefore has an influence on their first impression. A position close to the entrance will guarantee that your booth is one of the first to be seen. This offers maximum visibility as and allows you to capture visitors’ attention as soon as they enter. However, this location can be crowded, making interaction more difficult. It’s also possible that visitors will be in a hurry to explore the show further and pass your booth quickly.

At the exit

Exits, like entrances, see a constant flow of visitors, particularly at the end of the day. Placing your booth close to the exit allows you to attract attention as visitors leave the show, often after they have explored all other offers. This means you could leave a lasting impression with a booth at this location. However, visitors could also potentially be tired and less receptive, and you may have less traffic earlier in the day.

In the back

Locations at the back of the show may seem less attractive, but they have their own unique advantages. They offer less competition for attention, and the visitors who make it to the back are often more engaged and interested. However, there is less traffic here overall, and you may have to make an extra effort to attract visitors.

Near the toilets

A location close to the toilets may seem unattractive, but this area sees constant visitor traffic. This means it’s a good location to attract attention during visitors’ breaks. However, there are potential odour and noise factors to consider, and visitors may be in a hurry and less inclined to stop when they pass by.

Close to the entertainment

Entertainment areas naturally attract a lot of visitors, which creates a dynamic environment. A location close to an entertainment area offers high traffic, but noise and distractions can make interaction difficult, and visitors may be more focused on the entertainment than on your stand.

Close to the food court or snack area

These areas are natural meeting points where visitors gather to rest and socialize. A location near a food court offers high and constant visitor traffic, with the opportunity to engage visitors during their breaks. However, noise and congestion can be drawbacks, and visitors may be more interested in relaxing than interacting.

Next to a conference room

Conference rooms are where participants gather for presentations and workshops. A location close to one of these areas attracts targeted traffic of visitors interested in specific topics and offers an opportunity to capture their attention. However, noise and interruptions during sessions can be inconvenient, and visitors may be rushed to attend conferences and less likely to stop at your booth.

Near a rest area

Rest areas are a quiet space for visitors and are designed to encourage relaxed conversation. A location close to a rest area allows for extended interactions and the opportunity to chat with visitors in a more relaxed setting. However, there is less fast-moving traffic here and visitors may be more focused on resting than on interacting.

More factors to consider

Here’s a list of other factors to keep in mind:

• Number of entrances: Find out how many entrances there are, as this can affect the distribution of visitors.
• Island stands: These can offer a good opportunity, as they will be surrounded by visitors, but remember that they are not always accessible from all sides.
• Lighting and windows: Evaluate where windows are located and consider your trade show booth lighting, which can affect the visibility of your booth.
• Hanging signs: Check for suspended signs and verify the height of the ceiling, both of which can affect the visibility of your trade show booth.
• Obstacles: Be aware of potential obstacles such as columns or stairs that could block the view of your booth.
• Required space: Determine how much room you need for your booth, based on your goals, the number of visitors and your budget.

Basically, prepare in advance, observe the venue carefully, and select your location based on the above factors to maximize your success at the event.

Should you set up your booth close to your competitors? 

There is frequent debate around the pros and cons of placing a trade show booth close to competitors. You could argue that this location could attract an audience who are already interested in your sector, but being too close can also lead to direct competition for visitors’ attention, and take attention away from your booth.

You should carefully consider the advantages and disadvantages of being located near to a competitor and consult the organizers to make an informed decision. If you feel that this would not be a good choice for you, it’s important to ask for a different location. 

Advantages

Placing your booth close to that of your competitors can attract a targeted audience that is already interested in your sector. You benefit from an influx of traffic and from direct comparison, which can be an advantage if your products are of better quality. Being close to large exhibitors increases your visibility and can open up opportunities for collaboration.

Disadvantages

On the other hand, being located lost to your competitors will force you to compete for attention, especially if they have more attractive booths. Your products may look less appealing next to those of more experienced participants. The traffic to their stands can also use up too much space, making interaction difficult, and visitors could also confuse your products with theirs.

Stand out from the competition

Make sure you stand out with an attractive booth design. For best results, you can rent or buy a custom trade show booth. It’s also a good idea to register as early as possible. The longer you wait to register for the event, the less choice you’ll have when it comes to your booth location. Make sure to plan a trade show checklist carefully, leaving no stone unturned, from budgeting to communicating with your potential customers.

totm can help you make the most of your location with an attractive trade show booth

Choosing the right location for your trade show booth is an important step towards a successful event. It can influence your visibility, your interactions with visitors and, ultimately, the commercial success of your participation. 

At totm exposition, we understand the importance of every decision you make to promote your business.

Whether you’re opting for a strategic location or looking for creative ways to leverage your space, our team is here to help you achieve your goals. With our extensive expertise in exceptional trade show booth design, we’re ready to support you every step of the way.

Please contact us or take a look at our work to discuss how we can make your business shine, whatever location you choose.