1. WHITE PAPER SUMMARY
Event marketers are creating authentic, immersive experiences that incorporate
digital elements along with face-to-face interactions. They’re building trade show
environments, corporate events and other live experiences with one thing in mind:
ROI. The second annual Trend Tracker, produced by Global Experience Specialists
(GES), once again provides a rapid-release checklist of trends. Go through the list
and check-off the ones you’re activating now. Circle others you know you should.
And make a list of the ones you’ll need to learn more about in 2013 and beyond.
2013 Trend Tracker
The second annual list of the top 40 trends
impacting trade shows and events this year

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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
If 2012 was The Year of Change, 2013 is The Year of Differentiation. Marketers are working harder to differentiate
themselves from the competition, influence buyers and win sales.
As companies seek to connect with event and trade show attendees and elevate their own positions in the
market, they are thinking about new ways to use face-to-face marketing in 2013, now creating “end-to-end
experiences” that begin well before the event starts and continue long after the lights have been turned off.
As always, marketers are pressing harder into creating integrated marketing programs with a strategic theme
carried from start to finish and a compelling experience for each attendee. The best live engagements offer an
“authentic message” that stems from a brand message rather than a blatant sales pitch. “Relevant engagement
is about understanding what’s in it for [the target],” says Tom D’Angelo, regional marketing manager on General
Motors’ Cadillac brand.
And marketers are finding new ways to enhance their experiences via mobile apps, tablets, social media and
other digital tools. Bottom line: Trade shows, events and conferences retain a prominent place in marketing
budgets in 2013… and beyond. Now in its second year, the annual Trend Tracker, produced by Global Experience
Specialists, is designed to give marketers a rundown of what’s happening and why, what’s around the corner and
where live experiences are headed.
2013:The Year of Differentiation
Brands are finding new ways to distinguish themselves at trade shows

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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
Go beyond the booth.
Companies can accomplish a great deal more at a trade show or
conference off the show floor. Bring in experts to speak, host an
educational private session, invite customers and prospects to a
focus group and focus on spending the right time with the right
people. And content is getting a huge upgrade in 2013 as marketers
use “learning” as a constant draw for attendees. At HP’s Discover
b-to-b events, a reinvented conference program featured more
session and speakers. For GQ magazine’s pop-up store, classes,
guest lectures and author events keep the lines constant outside.
Crowdsourced content.
As more events use social media, peer-to-peer elements and digital
content to allow attendees themselves to nominate, vote and
design the content. Oracle’s event department used the power of
crowdsourcing when it went beyond soliciting simple feedback from
past OpenWorld attendees - and literally turned over session planning
to 40,000 members of its in-house-managed Oracle Mix social media
platform. Within weeks, more than 400 session topics were submitted
as well as other suggestions that streamlined the event.
Bloggers as content qualifiers.
Bloggers have been a part of events and trade shows for a few years
now, typically used to create content from an event released across
social media, the event’s own microsite and that blogger’s loyal
followers. As with all things in the event industry, use of bloggers
is now evolving—with marketers using their blogger partners to
not just create content from an event but also to “qualify” that
content. Bloggers at Panasonic and Kodak events and conferences
now also source and vet which third-party content from other sites,
media entities and even the very event they’re partnering with gets
released to the public.
Social currency.
A top term for 2013 as event marketers start to put a monetary
value on having event attendees link their social media networks to
live brand experiences. Consumer brands are discounting products
in exchange for a few tweets and b-to-b marketers are providing
exclusive access to booths and events if attendees post on LinkedIn.
Social media gates.
As more marketers continue to add social media engagement to
their list of event-related “key metrics,” they are making social
media connections a requisite part of event participation. On the
b-to-b side, many event registration sites are requiring Facebook and
Twitter handles at the time attendees provide contact and credit card
information. Consumer events are requiring event attendees to log
into Facebook in order to gain admission to the experience.
Marketing automation.
Attendees at b-to-b events and meetings no longer follow a linear
purchasing path. As a result, event departments are leaning on
marketing automation software tools such as Silverpop and Eloqua
that enable marketing and sales to automate and streamline
communications—and the distribution of strategically selected
content to targeted audiences.
Social 2.0.
Most events, conferences and trade shows leverage Twitter,
Facebook and YouTube. Now comes the next generation of social,
with marketers beginning to test and learn from new social
platforms such as Peekseed and Planana that offer more targeted
ways to reach audiences using photos, GPS technology, business
connections and more.
Bring your own device.
Marketers are allowing attendees to participate in a variety of
technology-powered ways with their own devices. Watch in 2013
as the amount of events that previously provided the technology
for attendees to interact on quickly gets replaced by events that
provide “connectivity” for interaction—attendees connect with
demonstrations, speakers, content and networking on their own
personal devices.
Auto-Posting.
Marketers are creating real-time triggers from live events to social
media. First came social media kiosks, allowing event attendees at
both consumer and b-to-b events to post information about their
experience online. Now marketers are using RFID bracelets that
“auto-tag” where a person is and what they’re doing, and in some
cases, snap photos that are instantly uploaded to that person’s
profiles whenever they walk past a detector or what some are
referring to as “tag totems.” Coca- Cola activated a program in which
users registered their Facebook accounts—and their faces—to gain
entry. Facial recognition kiosks throughout the events captured
photos, activities, location and more; all were instantly posted to
that person’s social media network pages. Each event hosted 650
consumers a day, and with the seamless Facebook integration,
generated.
Social attendance.
The latest string of events use social media to build the actual
attendancefortheevents,andtheresultsareimpressive.ForDiageo’s
global Nightlife Exchange project, 100 percent of all live event
attendance came from Facebook. “If you create an experience that
is rewarding, the attendees will share it,” says Cadillac’s D’Angelo.
“You have to understand who you’re talking to and tap into [their
passions.]” Technology sometimes cuts down on the human aspect
of person-to-person communication. But it has also enhances p-to-p
interaction in many instances.
MARKETING
Marketers are investing in event and trade show strategies that differentiate the brand and hone in on a target.
Segmentation is getting big play in 2013 as brands try to connect with target audiences for longer amounts of time,
using deeper experiences.
“Those who are distinguishing their brands are going to stand out,” says David Saef, executive VP-strategy and
marketing at GES. “They are thinking about the end-to-end experience incorporating pre-show marketing, exhibit,
sponsorships, speaking slots, and entertaining clients and prospects. We encourage our clients to map out the
full experience so that it can be seen in one place.”
(For a template, visit ges.com/tt1.)
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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
Mind your metrics.
Companies are relying on measurement analysis to evaluate the
effectiveness of trade shows and to rank each of their events against
each other. They’re using the results to help make decisions about
which shows are worth their while and how big their presence
needs to be. What most people don’t know is that according to a
recent study by GES and B-to-B magazine, 60% of their peers are
less than satisfied with how they are measuring events. (Check
out the study at ges.com/tt2.) Companies in many industries are
spending more than they have in the past on event programs,
eyeing bigger activations at events and more prominent exhibits
at trade shows. Others are diverting funds to custom programs or
private events. But across the board, companies are using metrics
and data to understand what has worked best in the past and
using that intelligence to spend on the programs that can best help
achieve ROI in 2013.
Stretch the experience.
Marketers are under pressure to reach more people and reach their
target audience for longer periods of time. Event strategies in 2013
are extending their on-site experience online and using the power
of online digital elements and offline localized elements to reach
people who may not attend the core event but can be engaged
anyway. Cisco’s annual GSX sales conferences uses a mix of large
events in a few countries and hundreds of small micro-events
around the world to create a program that reaches everybody, no
matter where they are.
Better engagements, fewer targets.
Many brands are whittling down their target databases and
spending budgets on smaller events attended by important clients
and consumers. BMW this year has a slew of new programs that
aim to spend more time… with fewer but better qualified people.
“Pre” and “post” become accountable.
Event departments around the world are now being held more
accountable for generating engagement and impact before and
after live events. Some marketers report they are now required
to submit anticipated pre-event and post-event reach, impact
and sales numbers with their full-year budget requests. Food for
thought for those event teams still viewing before and after metrics
as mere icing on the cake.
Cost effectiveness.
Advances in exhibit design have given us structures that are light
weight, easy to transport, and easy to install and strike. All of
which tend to make booths even more cost-effective. Custom-built
structures and rental structures can be part of the mix too. Case
in point: Komatsu at MINExpo saved weight and reduced shipping
and material handling costs considerably by utilizing fabric in
construction.
Paying their way.
There’s a lot of talk these days about the “hosted buyer” approach.
Here, an organizer picks up the tab (or a portion thereof) for
attendees to come to an event—in many cases they pay travel
expenses. In return, the attendee commits to attending a certain
number of meetings. It’s a win-win for attendee, organizer and
exhibitor. IMEX is a show that does it well. (Check out ges.com/tt3
to learn how IMEX defines their hosted buyer program.)
Hubs and spokes.
Marketers are evolving event schedules for 2013, combining large
“hub” events with localized “spoke” events. The strategy allows for
the best of both worlds: the hubs draw larger numbers of attendees
while the spokes appeal to target audiences who might not be able
to travel.
Simultaneous events.
Market-by-market events are more frequently being upgraded with
campaigns running multiple events simultaneously. It’s all part of
an effort by marketers to speed up reach, frequency and go-to-
market timelines. MetLife’s Day One, a program connecting current
employees and those of newly acquired Alico, spawned 60 events
that touched 70,000 employees in 64 countries.
BUDGETING AND PLANNING
Spending smarter isn’t just an objective. It’s the industry mantra for 2013. As event departments try to increase
reach, amplify experiences and generate tangible returns against marketing investments, they’re doing so in
much smarter ways—budgeting better, investing in things that are provable and rolling out events and trade
shows that are designed to perform.
“The more time put into budgeting and planning, the better the chance for spending smarter and strategically,”
says Doug Shockley, VP of client relations and global events at GES. “And so the best experiences in 2013 are
being designed with both the return and the spend in mind.”
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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
Apps.
Customized apps also continue to be a smart way for marketers
to extend their reach beyond the event. Attendees can download
branded apps and check out the content after hours or after the
events, when they’re more relaxed and have time on their hands.
The apps are a useful way to keep your brand top of mind, even
months after the show.
E-brochures.
Companies are using touchpads not only for interactive experiences,
but also to show off their products. The beauty part? If an attendee
is interested in more info, you can send product literature at the
touch of a button, right from the device. No more briefcases bulging
with brochures. GES has an e-literature tool that can be run on a
tablet or a larger monitor. It’s as easy as collecting information,
serving up products and services that are relevant to the attendee,
then the attendee emails the information directly to herself. It’s
relevant and eco-friendly. Check out ges.com/tt4 for more info.
Charging stations.
Unless your attendees were sent here from the ’80s, they’re
carrying cell phones and computers. Give ’em a cool, comfortable
way to recharge, and they may hang out a while. Hot trend for 2013:
Offering “charging lockers” so people can safely stash gadgets while
they juice up. (Tip: Make sure to have a way to open the lockers
when guests lose their keys.)
Projection mapping.
Corporatemeetingsandconferencesarequicklyembracingprojection
mapping—until now primarily used on outdoor buildings—inside at
b-to-b events. General session rooms are now being designed with
stark white stage sets; content is designed and projected onto the
stage, allowing for incredible flexibility, easy change-outs of visuals/
media and less expensive sets. See how Bell Helicopter used project
mapping for a dramatic reveal at ges.com/tt5.
Wi-Fi connectivity.
This will be the year that the event industry finally commits to
full-time Wi-Fi at their events and trade shows. Attendees want to
connect (this is not new) and brands must put a connective network
in place to facilitate it.
Digital signage.
Say goodbye to traditional static poster boards. The digital version
has arrived, and marketers are embracing digital signage across their
event portfolios. From media walls and virtual totems for wayfinding,
electric signage is helping many events update communications with
attendees in real time, tether what’s happening on the ground with
social media and amplify the entire experience beyond the event
footprint.
RFID-triggered engagement.
Usage is growing in 2013 as marketers use the tiny chips to
recognize and track attendees. More marketers are now using RFID
to “trigger” experiences on the fly. Blackberry’s trade show booth
plays demos from different kiosks when an attendee approaches.
Coke’s Summer Love Lounge pop-ups snapped photos of attendees
when they strolled past RFID detectors and posted the photos to
each attendee’s Facebook page.
Near field communication (NFC).
RFID’s faster and more far-reaching cousin, NFC enables
smartphones and tablets to exchange data with each other when
they’re touching or in close proximity. More smartphones are being
released with NFC built-in, which means marketers won’t need RFID
tags… they’ll let event attendees trigger the experience themselves.
LED.
LED technology has given us lighting and screens that are cheaper,
lighter and higher resolution, so it’s no wonder the technology is
finding its way into product presentations and theater settings. LED
devices still cost more than traditional lighting systems, but they’re
also generally more energy efficient and longer lasting.
Transmedia.
Gone are the days of “duplicate” interactions that are exactly the
same online, on mobile phone and on tablets. A hot buzzword for
2013, transmedia defined as a “cross-device” experience. Event
marketersarepushingattendeestointeractwithbrandsviadifferent
interactions on different devices. SAP’s Sapphire Now has different
content on its web site, app, and mobile platforms. Attendees are
encouraged to use all of them to absorb the “full experience.”
Gamification.
Corporations, small and large, have begun adopting game principles
at their events and trade shows. The theory: Using fun game-like
interactives produce more efficient employees and more satisfied
customers. Business spending on what has become known as
“gamification” will increase from an estimated $242 million this
year to $2.8 billion in 2016, predicts M2 Research, an Encinitas,
Calif.-based technology research firm.
Anywhere transactions.
Events are being designed as experiences that target audiences can
accessfrommultipleplaces.Fromtheevent.Online.Fromtheirphones
and devices. Once marketers understand their audience is on the
move, they can create experiences that are as mobile as the targets.
Marketers are adding transactional elements to event programs,
allowing participants to buy or place orders for products on-site. It’s a
huge departure from the age-old experiential marketing model, which
used high-touch events to get attendees excited and informed about a
brand but rarely ever offered them an opportunity to buy on the spot.
TECHNOLOGY
From the virtual to the hands-on, event marketers have an abundance of highly useful gadgets in their toolkits. You
don’t need to use all the gadgets at your disposal, however. Just when the time is right.
“It has to be relevant and authentic to your message,” says Eddie Newquist, EVP and chief creative officer at GES.
“You may not necessarily need a giant video screen or an elaborate light show. Attendees are searching for an
authentic one-on-one with a brand. A big, splashy marketing message will turn them off immediately. Think of
your brand as a person then make sure the experience matches his or her personality.”
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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
Don’t engage them, immerse them.
Whether they’re at a trade show or exhibit booth, companies engage
attendees with an immersive experience, not just a pretty selling
situation. At Audi, for example, events leverage media, animation,
gesturetechnologyandsocialmediatotakeattendeesinsidethebrand.
Journey planning.
Marketers are designing the paths that attendees at events and
trade shows will take through their experiences. In an effort to make
those paths more relevant, they are identifying different types of
attendees and then marketing to each segment differently - with
different emails and direct mailers, with invites to different demos
and meetings - in many cases, event marketers are even giving
different price points to different attendees of corporate meetings
and conferences.
Microsites.
More than ever, marketers are designing companion web sites for
their event programs. These sites allow attendees to interact with
the event or trade show before, during and after the program starts
and ends. Creative teams across the industry are busy adding web-
development designers to teams that for years were staffed entirely
by architects, creative directors and graphics experts.
Event reinventions.
Sweeping changes are being applied to Tier 1 programs as many
event departments reinvent, rebuild and reachitect their longest-
running events. It’s been well documented that the reinvention
of SAP’s largest event into an all-new event called Sapphire Now
has helped increase ROI by hundreds of percentage points. The
company consolidated content sessions and the exhibit hall into
a centralized “village,” created an on-site social media broadcast
studio to amplify the experience and used targeted marketing to
increase physical and virtual registrants.
Global relevance.
As companies go global, it’s becoming more important to consider
how the look and feel of an event activation will translate overseas.
What might be a great experience at a trade show or event in New
York City can have the wrong connotation in New Delhi. Consult
with local team members or an area agency to ensure that you will
be effective...and not embarrassed.
Low-fi is the new hi-fi.
Low-tech elements are being added to high-tech event environments
in an effort to “balance” out the experience. Attendee entrances at
someeventsnowfeaturemediascreensencasedinsiderawunpainted
shipping containers. Look for this “blend trend” to continue as event
marketers push for that perfect balance and check ges.com/tt6 to see
how GES incorporated this idea to re-create 19th
Century London and
promote Warner Bros’ major release Sherlock Holmes.
The zone approach.
Event environments are being designed with “zones” that work
collaboratively yet separately and allow attendees to follow a
path through the experience. It also allows attendees to stay on
a course of engaging products and services that are relevant for
them—and avoiding those that are not.
Sustainability.
Having an eco-friendly event footprint might have been optional a
few years ago. But now it’s often a must. Recycling has become a way
of life for many of us, at home and on the job. The event industry
is catching up - and customers are taking note of which brands are
going green, which aren’t, and which say that they are going green
but they’re not.
B-to-B-to-C.
“Combo activations” will get big play in 2013 as event marketers
get more efficient. Activision’s XP event, for example, split up its
multi-day event in a way that produced a press event one day,
internal sales event on another and then a consumer fan fest.
Seagate Technology uses its 53-foot mobile truck as a consumer
prospecting tool and its trade show exhibit.
Hyper-participatory activities.
Event marketers recognize that more time with attendees equates
to a better understanding on their part of brand and product, and a
higher propensity to use or buy. At a recent Porsche dealer meeting,
attendees were engaged with activities such as audience interactive
games, high-tech scavenger hunts, more immersive product demos
and targeted private events that helped generate longer “dwell
times” (lengths of engagement).
DESIGN
Authenticity: It’s something that should be a natural part of any event activation, but it’s often the hardest
quality to conjure up. And it’s often what makes or breaks the connection with your customer.
“The fact is, having a real conversation with your target audience is powerful,” says Newquist. “And a real
conversation doesn’t have anything to do with sales and marketing. Events in 2013 are trying to get real.”
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©2013 Global Experience Specialists, Inc. (GES)
ges.com | 800.424.6224
ABOUT GES
Global Experience Specialists, Inc. (GES), aViad Corp (NYSE:VVI) company, is a leading
marketing agency that produces exhibitions, events, exhibits and retail environments. GES
provides a wide range of services, including turn-key official show services, cutting-edge
creative and design, marketing and measurement services—all with an unrivaled global
reach. GES partners with leading shows and brands, including the InternationalWoodwork-
ing Fair, CONEXPO-CON/AGG and IFPE, Spring Fair Birmingham, Bell Helicopter, L’Oreal,
Warner Bros., and Simon Property Group. GES’ National Servicenter℠ has been recognized
with certification under the J.D. Power and Associates Certified Call Center Program℠ for
the past five years, and for the fourth year in a row, Ad Age has named GES as one of the
“World’s 50 Largest Agency Companies.” For more information, visit ges.com or the GES
blog at defyingconvention.ges.com.