Tradeshows & Events 4.0

I believe we all have heard the phrase Web 2.0 and sometimes now you will hear people refer to 4.0 basically skipping directly from 2.0 to 3.0.

Now what version of the tradeshows and events are we working within? I'm sure that will vary per group, as some are still using some basic principals that they have been using for the last 10 years or longer. Just with some new colorization or tweaks.

Now don't get me wrong there is nothing wrong with sticking to the fundamentals, of our business but I do believe you need to have some adaptability in improving the product for our customers.

Example Revenue, is some basics, exhibit booth sales, directory ads, flags, banners, etc. Well in the 4.0 version where are those Revenue opportunities. Can you measure the success of a banner, flag or window treatment? Can the purchaser of the product make that determination?

There are all kinds of revenue opportunities that we are leaving the table that will become part of the 4.0 version. Many of these vehicles will be in hybrid formats. Promotional pieces in print and in digital.
Access to the attendees in different forms that have not been done on-site for your events or pre and post event time.

Customized Exhibitor Promotional Packages from the point of sale. How many people are looking at that? Social media, is anybody making money on this tool yet? There is money to be made. Hotel revenue programs of where the attendee is staying. I'm not talking about just drop of show dailies, but a targeted promotion to the groups that are staying at various hotels?

The connection of the supply chain and more value added networking programs. Meet-ups, Unconferences, Industry Sector Tailgates, HQ places within the city you are using for specific groups.

Educational programs, but on a 4.0 version, use of smart phones, text messaging. New ways to communicate during the off event time. If your an association as well you have many opporunities to engage in the new 4.0 world of tradeshows and events.

Are we accessing all of the power tools from our vendors, should our vendors be working with show management and the planners to create better tools, are they ready for the 4.0 or are they playing catch-up and shoestringing it all together so that no one really gets that one product they need.

4.0 is global, yet local, vertical yet horizontal. 4.0 is new way of doing things and can be alot of fun for your staff to push the envelope and change the rules of engagement facilitation for the industry. 4.0 is tactical, data driven, targeted and mass produced as well.

The attendee doesn't just buy and search and resource at your event. The exhibitor does not rely on your event for sales, brand promotion and marketing. They both are out their everyday selling, searching and buying. While they are doing that in the 4.0 version are you there to facilitate the connections or just a bystander sitting on the sidelines as connections continue to happen.

The 4.0 version should put you in the middle of the opportunities to engage. You will need to invest in technology, invest in personnel and invest in the building blocks for this model which will continue to evolve and will require some new ways of thinking.

The f2f model is not over nor is it irrelevent it has changed and 4.0 knowledge will be good to have to allow you to put out the best vehicles for your customers.

Hybrid is key to 4.0. Networking, facilitating, data, technology and understanding the new rules of engagement are essential to the 4.0 model.

Thanks for reading and I look forward to your comments