There’s a new way of storytelling at trade shows

In an ever-changing landscape of trade show marketing and shifting attendee behaviours, business are recognising the power of storytelling to forge deeper connections and engage attendees in meaningful ways.

Notably, the once-iconic approach of making a statement through grandiose booths and brochures at trade shows has given way to a more immersive and experiential approach – one that is focused on the creation of a captivating environment and curating memorable experiences to engage visitors.

As the importance of sustainability and impact grows, a cohort of Asian pavilions at IMEX Frankfurt 2024 has embraced this shift, reflecting their commitment to innovation and eco-friendly practices through immersive experiences and sustainable booth designs.

Walking the talk: Sustainable storytelling

‌Exemplifying this evolution is Singapore, whose aim for carbon-neutral participation at international trade shows is clearly conveyed through its booth design at IMEX Frankfurt, where over 40% of the materials were recycled from ITB Berlin with recyclable cardboard furniture prominently featured. “It’s aesthetically pleasing, yet we’re able to do it as a more environmentally pleasing manner with many sustainability features in our booth,” said Yap Chin Siang, deputy chief executive of the Singapore Tourism Board.

IMEX Frankfurt 2024 will be the first trade show where STB commits to carbon-neutral participation, from choosing direct flights to staying in hotels and working with suppliers with good sustainability practices. “We’re going out with a strong message of impact,” stated Yap, who believes that Singapore’s proactive approach to environmental stewardship is a “distinguishing factor” for event and convention planners seeking to achieve both business and impact objectives.

Destination immersion: A taste of what’s to come

Sarawak is another example of a destination pavilion embodying the sustainability ethos, anchored by a visually striking Tree of Life visual centrepiece and a strong delegation of local entrepreneurs and F&B partners at IMEX Frankfurt. By offering local specialties such as laksa, kek lapis and tuak drinks (long lines were indeed observed during the show), visitors were transported to Sarawak by the flavours and stories behind the Malaysian state’s sustainable event offerings.

Amelia Roziman, CEO of BESarawak, said: “For an introduction [to Sarawak], it’s good to have a more interactive and engaging session, like spin the wheel and food and bar offerings to get people to come and know about BESarawak and Sarawak.”

Similarly, New Zealand is also no stranger to igniting conversations through business events, as the CVB changes how it showcases its experiential marketing strategy at trade shows each year. At this year’s IMEX, a visual artist was invited to paint a digital mural of New Zealand using VR glasses and digital paint. “It’s just a way of sharing our innovation – what he creates will be very much a glimpse into our nature, culture and people,” said Leonie Ashford, business events bid manager at Tourism New Zealand.

Keep it informal and conversational

Overall, trade show booths are becoming “less formal and institutional”, observed Ong Wee Min, vice president of sales and MICE at Marina Bay Sands. The focus has shifted from towards driving conversation and sharing stories between clients and suppliers.

This transformation of event trends has led to the launch of the Living Room concept at the Sands Lifestyle Pavilion, which was first debuted at The Meetings Show APAC. “That’s why the bar is a perfect gathering point, making this 60sqm space an ideal platform for informal discussions that allow us to understand each other better.”

Fiona Marcus Raja of Arc Creators, a Sarawak-based event professional, emphasises the importance of creative and experiential storytelling beyond traditional booth displays. "Many event planners have been around the world, and they've seen some of the best experiences. What we are now looking for is the wow factor and what makes a destination different from others."

Creating a captivating atmosphere is key to drawing curiosity and visitors, especially for lesser-known destinations like Sarawak. "We have many people who come to the booth simply because they are curious. The conversation starts, and they ask questions about the destination. And the best part? Some of them then bring along another person who may not have heard about Sarawak," Raja explained.

Great booths, just like great storytelling, are truly unforgettable.