Use of Technology
To say that trade shows will not be replaced by advancements in technology isn’t to say that technology has no place in moving the future of trade shows forward.
As a matter of fact, the opposite is true.
There are many technological offerings that continue to bolster the trade show industry and provide attendees, exhibitors and show organizers with benefits before, during and after a show is over.
“Technology is a huge part of every indus- try,” observes Richards. “About a year ago, the American Association of Neurological Surgeons held a paperless trade show at the Pennsylvania Convention Center. Each attendee was provided with an iPhone that had the show’s entire layout and itinerary loaded onto it.”
Going even further, he says that technology has a daily impact on trade shows. “It can be used for the purpose of education as well as to promote the show.”
According to Liz Sullivan, senior communi- cations manager for the Philadelphia Convention and Visitors Bureau, “We, as a bureau, have a social media coordinator who is designated to ‘Tweet’ and post on Facebook several times a day. Through these social media, we are able to provide assistance to those who have questions, and we also can use it for sending out informa- tion to trade show or convention attendees, as well as to distribute instant media alerts.”
Social media has certainly added a new and inexpensive way to reach younger attendees, notes Lutsko, adding that this is key to the continued success and growth of any event. “Social media is also a great way to engage attendees throughout the year and extend connections beyond just the physical event.”
However, Lutsko says that some of the biggest changes set to impact trade shows are yet to come. “Smartphone growth is exploding, and it won't be long before there will be many more attendees walking around with their smartphones than with-
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