The trade show industry has evolved. Have you?

We recently followed Gene Faut around the office with a video camera. He sat still for a brief moment in our brand new design space and shared some insights on what has changed in the trade show industry over the past few years.

Here are a few highlights.

1. Tighter budgets demand that companies do more with less, yet still achieve real results.

2. Management teams have placed additional emphasis on effective measurement to prove return on event marketing investments.

3. Event teams are seeking and leveraging advanced integrated marketing approaches to ensure success in preshow efforts, in-booth experiences and post-show follow up.

Event marketing is evolving in many ways. Has your approach changed? If so, in what ways?