Editorial Note: Originally published in the August 2025 issue of Trade Show Executive magazine.
I’ve been thinking a lot lately about how fundamentally our industry has changed and, more importantly, where we’re headed. As I speak with organizers, suppliers and industry veterans, the consensus is that we’re navigating a complete reimagining of what trade shows can – and should – be.
The pandemic didn’t just temporarily disrupt our business model; it permanently accelerated our evolution. I know some of us hoped we’d simply return to the “good old days” of traditional shows, but frankly, that ship has sailed. And you know what? That’s exciting news for those of us ready to embrace the next leg of our journey.
The exhibitors and attendees that show organizers serve today aren’t the same people they were five years ago. They expect year-round engagement, not just a few days on a show floor. They want personalized experiences that speak directly to their business challenges. They’re demanding seamless integration between their digital and in-person interactions. As an industry, we can either evolve to meet these expectations or watch someone else do it better.
Using data and analytics allows show organizers to curate a targeted attendee journey before the event and continue post-event. Successful business events will leverage the use of data to create communities of learning, networking and excitement that absolutely shapes a FOMO (fear of missing out) for future shows. Using data can help justify where to invest additional resources to drive innovation at the shows. The more that show organizers embrace this new mindset, the more relevant their show will be to the ever-changing attendee personas that are becoming key decision makers and influencers on what shows to attend and/or exhibit in.
Organizers are continually exploring and evaluating new technologies to develop strategies that build brand awareness and engage evolving attendee personas. How are you considering digital ads and social media platforms to tell your story in a compelling way? How are you experimenting with content marketing strategies and tracking engagement and conversions? As business events continue to evolve, it’s essential to explore emerging channels and adopt innovative technologies that align with your event strategies.
Omnichannel integration also offers us the opportunity to create innovative experiences where stakeholders can benefit from AI-driven matchmaking and real-time customization that enhance every interaction. For that to happen, our teams must understand both the art of event curation and the science of technology strategy. We need data scientists who appreciate the nuance of human connection. We need tech-savvy professionals who understand that at the end of the day, our business is about bringing people together in meaningful ways.
I believe the future of business events lies in their ability to deliver intelligent, personalized experiences that extend well beyond the event itself. Organizers who embrace this evolution will redefine how meaningful business connections are made in an increasingly digital world.
Our fundamental mission remains unchanged – we are still in the business of bringing people together. But we now have unprecedented tools to make those connections more targeted, more meaningful and more impactful than ever before. The journey ahead is complex, but for those of us willing to embrace change, the opportunities are extraordinary.
This month I challenge executive leaders to identify one area where your organization can begin integrating year-round digital engagement strategies, whether it be implementing advanced data analytics, developing AI-driven attendee matchmaking or creating omnichannel experiences that enhance business interactions. The future of our industry belongs to those who act on these opportunities today, not tomorrow.
I look forward to seeing the innovative and unprecedented solutions and experiences we create as we chart this exciting new territory!
Chuck Grouzard
2025 IAEE Chairperson
Executive Vice President of Business Development, Creative and Design
GES
