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What’s in store for trade show and event marketers in 2023? New research takes a deep dive

by | Mar 24, 2023 | Public Relations

New research from association and nonprofits event partner Personify offers a deep dive into the power of events today, along with changing expectations, unique challenges, expanding goals and demographic shifts—all from the eyes of the exhibitor.

The firm’s newly released research report, 2023 Exhibitor Data: Research Findings, from survey research conducted by A2Z Events, presents the most relevant and current trends for trade show and event organizers, with research conducted in January 2023.

What’s in store for trade show and event marketers in 2023? New research takes a deep dive

“At Personify, we understand the importance of staying informed about the current trends and expectations for trade shows and events,” said Rich Vallaster, director of event marketing at Personify, in a news release. “That’s why we conducted this research—to provide event organizers with a better understanding of exhibitor preferences and needs. The most surprising finding from the survey was that exhibitors cited increasing their visibility as more important than generating leads—a clear indication of the broader goals many companies have for events today. Overall, we feel this survey data is essential to help ensure that trade shows in 2023 meet the demands of modern exhibitors.”

The research affirms anticipated growth in event participation this year

Events are a powerful and versatile marketing tool for companies of all sizes: 89 percent of survey respondents reported their 2023 event participation is staying the same or increasing compared to 2022. Despite economic uncertainty, companies are looking to 2023 as a benchmark for successful events, recognizing the importance of event ROI and engagement in an ever-competitive market.

What’s in store for trade show and event marketers in 2023? New research takes a deep dive

The findings suggest that events have become more than just a tool to acquire new customers

While generating new leads has always been a top priority, in 2023, exhibitors are looking to increase their visibility more than ever before. Exhibitors also reported that content will be a key motivator for attendance at an event and sustainability remains a focus for many when organizing events.

What’s in store for trade show and event marketers in 2023? New research takes a deep dive

The report also uncovers the most important demographic to target and consider when designing your event experiences in 2023. Today’s primary target audience may be younger than you think. The demographic insights within the report support a considerable shift in buying power and an increase in expectations for a curated, interactive and engaging experience before, during and after events.

What’s in store for trade show and event marketers in 2023? New research takes a deep dive

Meeting the needs of exhibitors is not easy in today’s world

On top of ensuring basic needs, such as having an exhibition space and marketing materials available, understanding exhibitor expectations and motivations will further enable show organizers and events professionals to maximize their events in 2023 and beyond.

Download the full report here.

The report was compiled from the survey responses of 318 participants employed by companies or organizations that have exhibited during at least one trade show, conference or event in the United States during 2022. While each company or organization is unique in its participation in trade shows and events, the findings can help inform show organizers as they develop strategies designed to support the long-term growth and success of their organization.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter

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