New Media Technologies Put Trade Shows on Path to Innovation

For years, trade shows were saddled with the reputation of being disconnected meet-and-greets in over-air-conditioned convention centers, but now they offer distinct personalities, online communities and sophisticated trend forecasting due to new advances in technology, social media and digital communications.

“It’s hard for a trade show to be seen as a living, breathing entity. There has always been this view of it as an outside vendor, like a device that’s latched onto a market or a necessary evil,” said Kenji Haroutunian, vice president and show director for the Outdoor Retailer trade show in Salt Lake City. “In our case, it’s not true, and that image was really disserving our brand.”

Dismantling the perception of trade shows as industry outsiders was one of his goals with social media, Haroutunian said. “We wanted to give insight into the individuals on our team and show that we’re a group of passionate, hardworking people. hellip; I was a retailer for 14 years, and I taught outdoor skills through Outward Bound before I came to OR.”

Another one of his goals was to better serve exhibitors and attendees through the information Outdoor Retailer provides. “The brands put a lot of effort and energy into their presentations, and we wanted to use technology to enhance that,” Haroutunian said.

Different technology helps to deliver the message properly by sending the right stories to the right people and not just using a blanket message, he explained. “It’s like propaganda from an airplane, and it needs to be more like a laser beam delivering a specific message. That’s where tech can serve us.”

Outdoor Retailer uses a variety of digital media to tailor its messaging to different audiences: Facebook to give insight into the show’s personality; Twitter, Tumblr and blogs to provide updates and live media direct from the show floor; and the Outdoor Retailer website and mobile apps to further engage the show’s audience and provide interactive mapping tools for buyers to plan appointments.

Known as an early digital adopter, the outdoor trade show has increasingly incorporated more reality video, such as its “Project OR” student designer competition, which airs on the Outdoor Retailer website, or its “Live From OR” video series, which features climber and Patagonia ambassador Timmy O’Neill as the host. The show is also considering launching its own Outdoor Retailer YouTube channel in 2012.

“You have to show the industry its own future and show them the way forward,” Haroutunian said. “You can’t rely on exhibitors to drive all the innovation. They’ll drive it on products and services, but we need to show them a hint of the future by incorporating modern technology into the fabric of the show, so that they become inspired to start their own blog page and content and Twitter feed.”

Social networking

MAGIC, the world’s largest apparel trade show, known for its significant online presence and celebrity attendance, uses digital technology to extend the show beyond its biannual dates into a year-round platform, said Steve Sturm, executive vice president and chief marketing officer for Advanstar Communications, the company that hosts MAGIC.

The Las Vegas–based show uses Facebook, Twitter and Tumblr to connect with customers and report on the excitement of the show, as well as to provide a unique point of view from exhibitors, Sturm said.

Its website has moved beyond simply serving as a means to register for the show and has expanded to reflect industry news and information and to educate and inform users, he explained. The show also interacts with bloggers and social-media groups to incorporate trends and trendsetting information. This year, for the first time, MAGIC incorporated an onsite blogger lounge, which featured Teen Vogue, within its WWDMAGIC trade show. Content was created on-site by bloggers, and editorial staff hosted panels and interactive events so that attendees and online visitors could see the show through the eyes of fashion media and fashionista bloggers, Sturm said.

“As you can imagine, it’s one thing for us to talk about the success of a trade show, but if you get influential people who report in the social-media community who are on the leading edge and can speak to MAGIC from where it sets trends and the hot products they sawhellip; and reflect on what MAGIC stands for, it’s better than what we could ever say ourselves,” Sturm said.

Additionally, some of the top fashion bloggers are followed by thousands of fans, who, in turn, tweet, re-tweet and re-blog information from the show, providing additional online momentum. “Our tweets outperformed New York Fashion Week [in February],” he said. “We had 2.5 million tweets.”

Next year, MAGIC will be adding more mobile applications, including mapping tools, as well as an on-site technology lounge.

Project, which is under the MAGIC umbrella, launched The Blogger Project at its New York and Las Vegas shows this year. The on-site blogging lounge was “curated” by lifestyle blogger Marcus Troy to include leading fashion bloggers chosen by him to lend their voice live from the show floor.

“I’ve always had this dream of putting together a trade show for bloggers, where they can meet brands and brands can meet bloggers,” Troy said. “For everyone who doesn’t attend, it gives them a view on what we’re seeing. Because of technology and because of the Internet and blogs, what ends up happening is consumers don’t have access to touch and see and feel products like we do, but since they’re able to become voyeurs, they can give feedback on what’s happening currently because the Internet has given them that power.”

Project also has a partnership with StyleCaster (www.stylecaster.com), which set up a Project microsite to cover the show, and eBay sponsored Project’s live fashion shows and then created content for its site.

Alexandra d’Archangelo, market-development manager for Texworld USA, North America’s largest fabric sourcing show, said the show has been adding a new digital platform every year since 2009. In addition to its Facebook, Twitter and LinkedIn pages, the show has used place-sharing technologies such as Gowalla and Foursquare.

“We customize our content across these sites to share industry news, post links to online pre-registration and seek feedback from participants,” d’Archangelo said.

They also share videos and photos on Facebook and maximize content on Twitter through the use of hashtags, such as #textiletuesday.

“The [online #textiletuesday] conversation includes everything from links to articles on innovation in textiles to a weekly showcase of a fabric-related item from the Charleston Museum, and it also creates opportunities for us to promote Texworld USA,” d’Archangelo said.

Michaela Webb, director of public relations for the Dallas Market Center, said that in addition to using online media tools to enhance communication with buyers and vendors, the Dallas Market Center uses these platforms to promote special events and giveaways.

“During markets, dozens of updates are issued regarding special events, educational opportunities, trend information, hospitalities and buyer giveaways,” Webb said. “It’s an excellent tool for us to reach our customers and talk with them, not just at them.”

The Dallas Market Center has a full-time staff member managing its social media on Facebook and Twitter by sharing industry news and market announcements, while its website caters to helping vendors and showrooms promote their products, as well as enabling buyers to manage their market schedule online or via mobile applications, Webb said.

Sharon Enright, vice president of the trade show division for Business Journals Inc.—which presents Accessories The Show, Moda Manhattan, Moda Las Vegas, Fame and MRket—said digital technology plays a crucial role in helping buyers navigate a trade show.

“Everyone is so time-deprived, it really behooves us to further enhance our shows through digital media,” she said. “We can improve the discovery process of experiencing our shows through our websites in real time.”

Through its social media, blogs and website, users can discover what’s new on the show floor, what’s trending, what products are launching, and what’s going on with new and expanding lines, Enright said. The company is currently in the midst of planning its latest digital initiatives, and it will be launching a new mobile application for its trade shows in 2012.

Part of the company’s focus is to create digital media that provides an experience that is not only informative but also fun, Enright said. The company will be developing new contests and trade show games, as well as continuing Vanguards Gallery, an on-site MRketNY and MRketLV show installation of up-and-coming designers, curated by Michael Macko and circulated as a digital lookbook online and via Facebook.

One of the benefits of digital communication has been the increase in brand awareness and international attendance because of digital outreach to the international community, Enright said. The company has seen a 4 percent increase in international attendance in the last year, as digital communication is “obviously much more effective than direct mail,” she said.

Alyson Bender, a spokesperson for the California Market Center in Los Angeles, said that innovative digital technology has become a requirement for the apparel industry.

“We have found that our audiences have become increasingly social-media savvy, with digital and social-media interaction becoming the preferred mode of communication and interaction.”

In addition to the traditional arsenal of digital-media tools, the CMC also uses blogger lounges, interactive seminars, Internet lounges and video screens in its lobby to highlight fashion shows and promotional brand reels featuring lines found in the building’s showrooms and at its trade shows.

Personal touch

Despite the enhancements provided by technology, nothing can take the place of face-to-face networking, show organizers said.

“Apparel and textiles are very tactile. The hand and drape of the fabric and the fit of the garment cannot really be judged virtually,” d’Archangelo said. “We are constantly told by our attendees that coming to Texworld USA enables them to see more fabrics than mills would or could ever send them swatches of and [allows them] to discuss their needs in person.”

Haroutunian said he sees technology simply as a tool to help expand—but not replace—the capability of the trade show.

“People want and enjoy getting more efficient, but it doesn’t replace the face-to-face meeting and handshake and look-me-in-the-eye partnership that is the key to innovation and business growth.”

Cooper Design Space Website: http://www.cooperdesignspace.com Blog: http://www.cooperdesignspace.blogspot.com Twitter: https://twitter.com/#!/cooperbuilding Facebook: https://www.facebook.com/CooperDesignSpace Outdoor Retailer Website: www.outdoorretailer.com Blog: http://www.orinside.com Twitter: https://twitter.com/OutdoorRetailer Facebook: https://www.facebook.com/OutdoorRetailer MAGIC Website: http://www.magiconline.com Blog: http://www.projectnylv.com Twitter: http://twitter.com/WWDMAGIC https://twitter.com/MENSWEARatMAGIC https://twitter.com/slateatmagic https://twitter.com/STREETatMAGIC https://twitter.com/sourcingatmagic https://www.twitter.com/pooltradeshow Facebook: https://www.facebook.com/MAGICtradeshow Project Website: http://project.magiconline.com Blog: http://www.projectnylv.com Twitter: https://twitter.com/projectshow Facebook: https://www.facebook.com/PROJECTShow YouTube: http://www.youtube.com/WatchPROJECT WWIN Website: http://www.wwinshow.com Twitter: https://twitter.com/wwinshow Facebook: https://www.facebook.com/pages/WWIN-Womens-Wear-In-Nevada/340547737768 SPINEXPO Website: http://www.spinexpo.com Twitter: https://twitter.com/SPINEXPOShangNY Facebook: https://facebook.com/spinexpo Designers & Agents Website: http://www.designersandagents.com ENK Website: http://www.enkshows.com Blog: www.WSAgeneration.com Twitter: https://twitter.com/ENKSHOWS Facebook: https://www.facebook.com/pages/ENK-International/ 134278520008096

CurveEXPO Website: http://www.curvexpo.com Twitter: https://twitter.com/lingerieshow Facebook: https://www.facebook.com/bookanappointment Premiegrave;re Vision Website: http://www.premierevision.com/en Blog: http://www.premierevision.com/en/News-Mode/Fashion-news Dallas Market Center Website: http://www.dallasmarketcenter.com Twitter: https://twitter.com/dallasmarket Facebook: https://www.facebook.com/dallasmarketcenter YouTube: http://www.youtube.com/dallasmarketcenter California Market Center Website: http://www.californiamarketcenter.com Blog: http://californiamarketcenter.blogspot.com Twitter: https://twitter.com/CalMarketCenter Facebook: https://www.facebook.com/californiamarketcenter Texworld USA Website: http://www.texworldusa.com Twitter: https://twitter.com/TexworldUSA Facebook: https://www.facebook.com/TexworldUSA

Accessories The Show Website: http://www.accessoriestheshow.com Twitter: https://twitter.com/ATS_show Facebook: https://www.facebook.com/pages/AccessoriesTheShow/117680221581705 Moda Manhattan and Moda Las Vegas Website: http://www.modamanhattan.com Twitter: https://twitter.com/MODA_show Facebook: https://www.facebook.com/pages/MODA-show/119344761413433 Fame Website: http://www.fameshows.com Twitter: https://twitter.com/FAME_show Facebook: https://www.facebook.com/pages/FAME-show/109446325760625 MRket Website: http://www.mrketshow.com Twitter: https://twitter.com/MRket_show Facebook: https://www.facebook.com/pages/MRket/ 106110832764157?ref=ts