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Trade shows are very different from where they were five years ago, influenced by younger attendees, technological advancements, and the shifting needs of exhibitors. This roundtable brought together two distinguished thought leaders to discuss the critical needs of associations in the trade show realm. The discussion provided valuable insights into how trade shows can adapt to better serve their participants.

Please find highlights below and watch the full roundtable here.

MeetRibbon’s Co-Founder and CEO Vinit Patil moderated our panel of experts including:

• VP and Show Director, CES at Consumer Technology Association  John T. Kelley
• CEO Ukraine Association of Manufacturers, Valentyna Khystova

The Ukrainian Perspective: Adapting to Crisis and Opportunity

Valentyna Khystova, CEO of the Ukrainian Association of Furniture Manufacturers (UAFM), highlighted the resilience and adaptability of her association amidst the ongoing crisis in Ukraine. Representing a significant portion of the Ukrainian furniture industry, UAFM rose to the occasion during a time of war by pivoting their strategies to ensure continuous engagement and opportunities for their members.

For example, amidst the full-scale invasion, UAFM successfully facilitated participation for Ukrainian manufacturers at various international exhibitions, such as the London Design Fair and IMM Cologne. Khystova described their proactive approach: "As the war started, we understood that furniture buyers from different countries wouldn't like to visit Ukraine at this time... And we started to organize national stands at international exhibitions." These efforts were pivotal in maintaining the presence and competitiveness of Ukrainian furniture on the global stage despite the challenges at home.

During the webinar, Khystova detailed how the association gauged member needs through direct communication methods like surveys and one-on-one conversations. She explained, "Usually, we are going through surveys and telephone conversations on a one-to-one basis with our members. This is how we understand what they actually need." Khystova emphasized the shift towards export-driven strategies as a means of rapid industry development and efficiency improvement for manufacturers.

CES: A Global Technology Showcase Adapting to Industry Needs

John T. Kelley, Vice President and Show Director for CES at the Consumer Technology Association (CTA), shared insights from managing one of the world's largest technology trade shows. Kelley discussed the association's approach to meeting diverse member needs, which range from small startups to global tech giants.

Kelley highlighted the importance of adapting to the specific interests and needs of their diverse participants, noting, "We do represent the entire technology industry. So it could be smart home companies, it could be health companies, it could be vehicle companies... Each of them come for a different set of reasons." 

CES's adaptability was particularly evident during the pandemic when the show transitioned to a digital format, reflecting on the essential nature of face-to-face interactions that digital formats struggled to replicate.

He elaborated on the unique challenges of keeping such a vast event relevant and responsive, stating, "We arrange different touch points for them at CES... We operate with the belief that every company is a tech company, and you need to innovate or die." 

The ongoing evolution of CES, including the integration of new categories like food tech and beauty tech, demonstrates the show’s commitment to staying relevant and responsive to industry trends.

The Impact of Technology on Trade Shows

Both panelists discussed the significant role technology plays in enhancing and expanding the capabilities of trade shows. Khystova shared how UAFM utilizes digital platforms not only for brand promotion but also for critical operational activities during times of crisis, saying, "We also always say that, to become a big company in the furnishing industry, you really need to start exporting. And we gathered some companies that were export-oriented, and in 2021, organized our furniture exhibition in a hybrid format—both online and offline.”

Kelley provided insights into how CES uses technology to cater to its global audience. "We've integrated artificial intelligence into our operations, from conference programming to customer service, enhancing our attendees' experience and streamlining our event management processes," he remarked. This approach allows CES to maintain its position as a leading technology expo, continuously adapting to the needs and expectations of its tech-savvy attendees.

Kelley also emphasized the irreplaceable value of face-to-face interactions and the efforts CES is making to balance physical attendance with accessibility for those who cannot attend in person: "What often gets lost in an entirely digital type environment, is those serendipitous moments... That's really hard to replicate in an entirely virtual environment." 

He added, "We are still trying to figure out that sweet spot of how you distribute your content where your content is being placed, where somebody from a country that may not be able to attend for whatever reason, can still participate in some shape or form."

Synthesizing Needs and Expectations: The Way Forward

Both speakers underscored the importance of understanding and responding to the evolving needs of their members. For UAFM, the focus has been on providing platforms for international exposure and advocating for the interests of Ukrainian manufacturers. For CES, the challenge lies in balancing the expansive nature of the show with the need to provide value and targeted opportunities for a diverse participant base.

The webinar highlighted several key strategies for trade show organizers:

• Direct Engagement: Regularly engaging with members to understand and anticipate their needs, as Khystova illustrated with their proactive outreach and the need to quickly pivot. 
• Adaptability: Being flexible and responsive to external changes, such as global crises or technological advancements, as evidenced by both UAFM's and CES's strategies during the pandemic.
• Hybrid Models: Considering hybrid event formats that combine the best aspects of physical and digital experiences, which Kelley described as essential during transitional periods.
• Targeted Opportunities: Curating trade show to be more experiential to cater to the new crop of Gen Z attendees. 

At the conclusion of the Roundtable, Kelley acknowledged “We're now at the next iteration of analytics [to inform where trade shows need to go], and it's this data transformation and how we utilize that and how we can process data and make decisions in a very fast and effective way.” 

To watch the full roundtable, please visit MeetRibbon’s YouTube channel. For more information on MeetRibbon, please visit their website.