5 ways how event industry in India has evolved

trade show

Event industry in India has seen enormous growth and evolution in the past decade or so. It is one of the most lucrative and creative field on many fronts. Business gatherings of various kinds are a major part of the event industry. Trade shows, exhibits, conclaves, summits and so on bring not only the Indian brands but international enterprises on the same platform. This creates a unique opportunity for Exhibition Stall Designers to grow and be on a par with the best of the best in the world. Let us explore some of the innovations and transitions we have seen at trade shows in India. 
Personalisation is top priority: There was a time when all stalls looked similar, had the same activities and followed similar branding techniques. But in recent years, we have seen drastic changes as brands and marketers experiment with brand building. Personalising an exhibition booth has become inevitable. From cookie cutter designs, brands have moved on to adopting 3D Stall Design, technology, bringing in the element of fun and entertainment and so on in order to portray their brand personality to the visitors. 
Guests have taken center stage: To achieve maximum visibility, exhibition stalls need to attract visitors. To do so, Exhibition Stall Designers are creating designs that put the focus back on the visitors. Taking inspiration from social and corporate events, even the trade shows have made room for entertainment and engagement. A large share of the budget is spent on guest security, comfort, interests to make their visit worthwhile. Exhibitors adopt varied means to appreciate the presence of the attendees and to reward them in little ways. 
Experiential exhibits: If there is one trend that has taken the entire event industry by storm, it is the focus on delivering memorable experiences. More than 83% of the brands agree that their top priority is to deliver a unique brand experience at a trade show. Be it by the means of touching, hearing, seeing, tasting or smelling, visitors are given a memorable treat at a trade booth. They can feel and operate the product and taste or smell the offering at food related booths. 3D Stall Design, interactive walls, VR and AR presentations etc. deliver top audio visual experiences. With constant experimentation, we can expect to see some great innovations in this field every now and then. 
Digital is the buzzword: Event industry is not untouched by digitisation. Exhibition booths at trade shows are closely knit with a brand’s digital presence on social media and other platforms. Just before the trade show takes place, marketers adopt cross platform marketing techniques to reach out to a larger fan base and create a stronger brand awareness. Exhibition stall designers many a times adopt brilliant and inspirational themes and trends to connect with the attendees. 
Using Apps to connect with exhibitors 
Trade shows are a great opportunity to meet face to face with target customers and introduce your brand’s offerings. Most of the big exhibition organizers are using interesting applications to enhance this effort. Right from setting up orientation in the venue to organizing meetings with exhibitors, to sharing the product information with attendees, apps are being greatly used by event organizers to make event planning an easy affair. Apps are also being developed by certain companies to promote their stand at a specific exhibition and the trend will gain more momentum in the coming years. 
Eye catching, engaging, interactive and 3D exhibit stands are the new buzzword for brands trying to capture attention in today’s less attention span world. Exhibition designers now produce customized exhibition stands and deliver the brand’s message in creative and unique ways. 

Pooja Mandhiratta

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