Trade shows have long been a mainstay of the printing industry – a place to launch new technologies, strengthen partnerships, and engage customers. But, in a sector undergoing significant transformation, and a world still adjusting to the post-pandemic era, the format and function of these events are being reconsidered.
With rising travel costs, exhibition costs, hybrid work cultures, and the digitisation of communication, large-scale exhibitions are facing pressure. Yet the value of face-to-face interaction endures. The opportunity for the print sector lies not in walking away from trade shows, but in reimagining how they are used.
New trends shaping engagement
Several key trends are emerging that will shape the future of trade shows. Chief among them is the shift to hybrid formats – combining in-person events with digital components to extend reach and longevity and incorporating conference aspects to an event. Exhibitors are increasingly favouring regional and niche gatherings over mega-events, focusing on high-value interactions with specific audiences.
Meanwhile, traditional passive displays are being replaced by immersive, hands-on environments that prioritise interactivity. Rather than simply showing products, exhibitors are demonstrating solutions in action. At the same time, content is playing a bigger role, with thought leadership sessions, case study presentations, and educational panels attracting audiences looking for insights, not just sales pitches.
Outdated approaches falling away
Elements of the traditional trade show format are quickly becoming obsolete. Large, static exhibits with minimal engagement are losing their appeal. Similarly, the costly shipment and installation of heavy machinery is being reassessed – unless there's a strong commercial justification and clear return on investment.
Exhibitors are also moving beyond surface metrics like foot traffic. Today, meaningful measurement – such as lead quality, engagement levels, and brand recall – is essential to justify participation.
Seizing strategic opportunities
For print businesses, trade shows remain a powerful platform – but success depends on a more deliberate, integrated approach. Exhibitors must shift from being product sellers to solution providers. Events should be used to showcase innovation, automation, and sustainability credentials, not just catalogue features.
Importantly, trade show participation should be part of a broader campaign strategy. Pre-show promotions, real-time content creation, and post-show follow-ups can extend the value of each event and build stronger customer connections.
Rethinking ROI
With tighter budgets and growing scrutiny of marketing spend, businesses need to ask the right questions before committing to events. Does the trade show align with our audience and strategic focus? Can we deliver a presence that is interactive and content-rich? Are we measuring outcomes that go beyond head counts – and could that investment be better allocated elsewhere?
Relevance and reinvention
The future of trade shows in the printing industry lies in agility, relevance, and experience. Events that embrace hybrid delivery, provide educational content, and offer meaningful engagement with targeted audiences will continue to hold value.
For suppliers, printers, and technology providers, the challenge is to evolve how they show up – and ensure what they bring to the table speaks to the needs of a changing market.