J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Trade show and event marketing – statistics & facts
Some forms of advertising dodged the longest-lasting effects of the coronavirus outbreak on consumer habits. But trade show and event marketing changed forever. Overnight, gathering interested parties to promote business-to-business (B2B) brands became a taboo at best and a hazard to people's health at worst. Perhaps more importantly, even as COVID-19 subdued, part of the guests no longer saw such events as an attractive way to discover new products and services – an executive version of the "this meeting could have been an email" diagnosis.
The industry has reacted. Almost half of meetings industry experts became more active on social media after the pandemic, with nearly 90 percent investing in that channel as of late 2023. Meanwhile, the market also tries to respond to the perception of online meetings as a greener alternative. Over 30 percent of professionals surveyed worldwide reported including sustainability practices in requests for proposals (RFPs) after COVID-19. Those efforts seem to be about to pay off, at last: The United States' B2B trade show market value will reach an estimated 15.8 billion U.S. dollars in 2024, finally surpassing 2019 pre-pandemic heights.
The industry has reacted. Almost half of meetings industry experts became more active on social media after the pandemic, with nearly 90 percent investing in that channel as of late 2023. Meanwhile, the market also tries to respond to the perception of online meetings as a greener alternative. Over 30 percent of professionals surveyed worldwide reported including sustainability practices in requests for proposals (RFPs) after COVID-19. Those efforts seem to be about to pay off, at last: The United States' B2B trade show market value will reach an estimated 15.8 billion U.S. dollars in 2024, finally surpassing 2019 pre-pandemic heights.
