With trade shows, brands are able to pound the pavement (or the convention center floor, to be more precise). According to a recent study, the number of virtual events decreased by 15% from 2021 to 2022, indicating that consumers are tired of online “experiences” and ready to cultivate deeper connections in person. For companies, it’s a chance to get from behind their screens and in front of a crowd. More specifically, brands get a chance to come face-to-face with three distinct audiences: 1) Existing customers who are looking to re-engage; 2) Newly converted customers from the two-year hibernation; and 3) Potential opportunities for those who don’t know your brand.

No matter which of these customers you encounter, engaging them with an eye-catching and representative illustration of your brand story, products, and services is crucial. Think of it as a strategic marketing move that will facilitate authentic connections for a lifetime. After all, trust is a growing consumer value, and a compelling trade show booth can leave people feeling confident and interested in your brand.

The face of experiential marketing’s workforce has changed noticeably in the last quarter century.

When I took my first job in the industry, I was one of a few women I saw working in it. I feel blessed to have entered when I did and worked with the people I have, but I feel just as grateful about the diversity I currently see within the experiential marketing industry. Our workforce is now one where both men and women have the same opportunities to grow and ascend to management positions.