rade shows provide companies with opportunities to connect with customers and industry partners, showcase their products and services, monitor market trends, and keep an eye on competitors. Also known as trade fairs or exhibitions, these events are evolving rapidly. The most successful participants are the ones that treat trade shows as more than just a “marketing check-the-box,” says Spawn Ideas CEO Karen King. They’re the ones building experiences that are immersive, intentional, and aligned with their brand story.

“Whether it’s through smart and sustainable booth design, meaningful giveaways, or tech-driven engagement, the goal is the same: create real connections that last beyond the show floor,” King says.

Nationally, some of the biggest shifts at trade shows include immersive and interactive experiences, King says. Exhibitors are moving beyond static booths. From augmented reality/virtual reality (AR/VR) demos to live product customization and gamified experiences, brands are creating memorable, hands-on moments that deepen engagement.

In Alaska, the trends are a bit more grounded in regional strengths and community, King says. For example, industry-specific innovation is prominent. Shows like the Alaska Sustainable Energy Conference and ComFish Alaska are highlighting local innovation in energy, fisheries, and resource development.

A sense of community and collaboration is also more pervasive in Alaska’s exhibition events. “Trade shows in the state feel more personal,” King explains. “There’s a real emphasis on relationship-building, especially among small businesses, tribal organizations, and local suppliers. It’s less about flash and more about forging long-term connections.”

In addition, sustainability has become the standard. Eco-conscious booth designs, digital handouts, and carbon offset programs are no longer fringe; they’re expected. “Exhibitors are being held accountable for their environmental impact, and many are proudly showcasing their green initiatives,” King says.

Micro events within mega shows are increasingly popular. These niche gatherings within larger expos—like VIP lounges, fireside chats, or industry-specific networking pods—offer more meaningful, targeted interactions.

Generative AI and data-driven personalization is also an increasing trend. “From pre-show targeting to real-time lead scoring, AI is helping brands tailor their messaging and follow-up strategies,” King says. “It’s making trade shows smarter and more ROI[return on investment]-focused.”

Overall, the common thread is intentionality. “People are showing up with purpose, looking for authentic connections, and expecting more meaningful, tech-savvy, and sustainable experiences,” she says.

Likewise, Jessica Pace, public relations and strategy director at Brilliant Media Strategies, is seeing a shift toward more experience-driven activations. Interactive demos, storytelling zones, and hospitality-style spaces are replacing static displays.

“Nationally, more companies are adopting a hybrid approach, combining physical booths with digital touchpoints to expand reach and accessibility,” Pace says. “In Alaska, there is a renewed emphasis on local authenticity, with companies highlighting their community roots and sustainability practices.”

The use of emerging technologies like virtual events, AR/VR, and digital media has changed the way companies approach trade show participation. Technology has made it easier to extend the impact of trade shows beyond the event itself.

For instance, Brilliant helps clients incorporate AR product demos, touchscreen engagement stations, and livestreamed booth events to reach audiences who may never walk the floor. These tools aren’t replacing trade shows; they’re enhancing them. Pace says, “Done right, they allow companies to build buzz before the event, engage more meaningfully during, and stay connected afterward.”

Essentially, emerging technologies have reshaped how companies approach trade shows, King says. AR and VR have added a new layer of immersion. “At national shows, we’ve seen companies use them to create interactive product demos or simulate real-world environments, which makes the experience far more memorable,” she says.

Digital media makes engagement more strategic, offering opportunities to connect. “With real-time analytics and personalized content, we’re designing not just for visual impact but for performance,” King says. “As someone in creative services, it’s exciting to see how these tools help us connect more meaningfully and measure success more precisely. Overall, it’s made trade show participation more dynamic, inclusive, and results driven.”

New technology can introduce delegates to places or products in innovative ways, according to Tia Froehle, director of tourism sales at Visit Anchorage. Virtual events have allowed the nonprofit tourism marketing bureau’s members to connect more globally than before, especially those with limited budgets or time to travel.

But technology hasn’t completely taken over trade shows, Froehle says. “Having attentive, well-trained, and engaged staff in your booth is still the best way to get the most from a trade show,” she explains.

To stand out in a crowded exhibition hall, booth design strategies create immersive experiences. They incorporate innovative furnishings, greenery, and natural materials to build more inviting spaces; offer interactive or hands-on demonstrations; and include more connection-based areas for small-group and one-on-one meetings.

Visit Anchorage uses these strategies, often guided by an annual theme. Examples include themes that incorporate an immersive aurora experience, Alaska Native culture, or dog mushing. “We have used a video wall at a few of our larger trade shows to really capture their attention with videos showcasing Anchorage in the summer and the winter, promoting us as a year-round destination,” Froehle says.

Companies are also focusing on “inhabitable branding” instead of a traditional booth, according to Pace. Those designs feature natural textures, modular lounge setups, soft lighting, and areas designed for one-on-one connections. “The trend reflects a deeper understanding that trade shows are about people—not just products,” she says. “At Brilliant, we work with clients to choreograph the booth journey so that each element reinforces their brand story.”

Booth design is a major differentiator—especially in crowded exhibition halls, King says. Therefore, companies should have an inviting layout to draw in attendees. They could use a light-up kiosk that attracts attention and ensure their booth has an uncluttered traffic flow.

Clever, strategic design is a priority, King emphasizes. “We continue to see companies move away from traditional layouts and lean into more immersive, hospitality-inspired spaces,” she explains. “Think lounge-style seating, natural materials, and greenery that make the booth feel more like a destination than a display.”

Interactive elements are also key. Hands-on demos, touchscreen experiences, and even sensory elements such as sound or scent help draw people in and keep them engaged. And more brands are carving out space for connection, like small-group areas or one-on-one meeting zones that encourage deeper conversations. “From a creative standpoint, it’s all about designing with intention and balancing visual impact with comfort, functionality, and storytelling to create an experience that feels both memorable and meaningful,” King says.

She adds, “And one size/booth doesn’t always fit all; a company’s booth should be specific to the industry they are exhibiting at.”

Creating engaging and memorable booth experiences comes down to intentional design and authentic interaction, King says. What has worked well is blending bold visuals with interactive elements, whether that’s touchscreens, live demos, or immersive environments that invite people to explore.

Storytelling is key. “We try to build a narrative into the booth experience,” King explains, “so attendees don’t just see a product, they understand its impact. And small details matter: thoughtful giveaways, personalized content, and staff who are genuinely excited to connect can make a huge difference.”

The most effective strategy is designing with attendees in mind. This means thinking about what will surprise them, engage them, and leave them talking about the company’s brand long after the show ends. Popular and time-tested forms of engagement include games, trivia, food and drink, and on-site experiences such as letting the attendee decorate or assemble their own gift. “Appeal to the senses of smell (a small air freshener for the office), taste (food), and sound (a Bluetooth speaker) with the items you give,” King suggests.

For Pace, creating a memorable exhibit is about thoughtful storytelling and sensory engagement. She, like King, suggests anchoring the booth with a signature experience—something tactile, visual, or even taste-based—that ties directly to the brand message. “We also coach our clients on active engagement tactics: personalized demos, social media contests, and data capture tools that offer value in exchange for interaction,” she says. “The most memorable booths are the ones that feel less like a pitch and more like a conversation.”

Tailoring booth design to attendees’ specific needs is key, Froehle says. This strategy is particularly relevant to Visit Anchorage. “Because we educate travelers and travel-trade about Anchorage and Alaska, having a counter-height table with a map of Alaska and FAQs on hand immediately meets the needs of the trade show delegate,” she explains. “Dynamic images of our destination, supporting materials, and, when possible, curated video of Anchorage experiences add a great deal.”

As another trend, companies are also integrating trade show strategies with broader marketing efforts. Smart companies treat trade shows as launchpads, not a silo, Pace says. That’s why her agency helps clients develop unified messaging across web, social, print, and booth design, so the trade show becomes a continuation of the brand’s larger story. This might mean updating the website landing page to reflect booth themes, coordinating email campaigns before and after the event, and aligning other materials such as business cards, flyers, or swag with the visuals and language used on the show floor. “When all the touchpoints work together, you build momentum that extends far beyond the event,” she says.

Advertising agency MSI Communications helps clients reach beyond trade conferences with geo-fenced ads. For example, in Anchorage, the agency can serve a mobile ad targeting smartphones within a one-mile circle of the Dena’ina Civic and Convention Center to reach attendees at the venue as well as nearby restaurants, breweries, hotels, and other stores in the immediate downtown area, according to Director of Advertising Vanessa Layman. This reach extends beyond the walls of the center, so it is not an exact science.

“Afterward, we can then retarget people who clicked on a convention ad for days/weeks following the trade show to increase awareness and encourage more engagement,” Layman says. “In the Lower 48, the audience could potentially be much larger than Anchorage and allow a company to really stand out in a crowded trade show.”

If exhibitors want to maximize convention exposure, MSI recommends proximity-targeted ads. When clicked, the ads direct people to a dynamic landing page with special “call to action” buttons: get a quote, call for an appointment, or visit the booth. MSI can also incorporate information such as distance to the booth based on the real-time location of the mobile phone.

“The call to action might be brand awareness, visit our website, or come see us at booth XYZ,” Layman says. “With analytics, MSI can track how many convention participants see the ad and how many click on the ad. It is a good tactic for building awareness at a conference and generating interest beyond the booth.”

For businesses looking to refresh their trade show presence, King’s biggest piece of advice is to start with the attendee experience. Think about how a booth can invite curiosity, spark conversation, and leave a lasting impression. “That might mean rethinking your layout to include more open, welcoming spaces or adding interactive elements like demos, touchscreens, or even just a great coffee bar,” she says.

As for promotional items, focus on quality over quantity. Choose items that are useful, sustainable, or tech-forward. Choose items with high perceived value—things people will actually keep and use. And make sure everything, from the booth design to the giveaways, ties back to the brand story. King emphasizes, “Cohesion and intentionality go a long way in standing out.”

Pace recommends companies audit their current setup through the lens of their audience. They should consider whether their message is instantly clear, if their booth invites exploration, and whether their giveaway aligns with their brand values. “We often tell clients: ‘Don’t chase trends, chase resonance.’ Refreshing your presence doesn’t always mean starting over,” she says. “Sometimes it’s about tightening the message, elevating your visuals, and investing in materials that support meaningful interaction.”

Froehle advises companies to evolve over time as trends change and analyze how the changes affect engagement. She says, “Quality is usually better than quantity, and make it as local as you can.”