IAEE White Paper Examines Event Trends

Although it’s impossible to say what, exactly, the future will bring, the International Association of Exhibitions and Events (IAEE) is doing its best to make predictions with a new white paper created by its Future Trends Task Force.

Released last week, the white paper — titled “Future Trends Impacting the Exhibitions and Events Industry” — examines trends in the following 13 areas:

• The broad range of generations co-existing in the workforce and their different communication styles
• Collecting “Big Data” to hone in on the most relevant information
• New technologies for data capture, recording and reporting
• The impact of emerging technologies in the business environment
• Social media marketing
• Creating year-round communities for an exhibition or event
• Experiential trade shows
• Addressing and capitalizing on non-attendee engagement
• Educating exhibitors in the ongoing value of face-to-face marketing
• International trends impacting U.S. exhibitions
• Variables affecting internet connectivity at exhibitions and events
• Private events in the corporate marketing plan
• The complexity of managing these elements in the future

“This white paper offers an exceptional overview of what to expect in terms of continuing the emphasis on face-to-face marketing,” IAEE Future Trends Task Force Chair Francis J. Friedman, president of Time Place Strategies Inc., said in a statement. “The goal was to create a picture of the next three to five years in the exhibition industry. Things are changing at a rapid rate and this report provides IAEE members with strategies they can use to anticipate and successfully respond to these changes.”

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