Exhibitor performance platforms
Exhibit technology firms are creating data analysis platforms that address high costs, shrinking budgets, and the need for tangible ROI. For example, Explori's Maxbi solution is built on a best practice framework of the seven data pillars (expo and booth characteristics, sentiment data, budget allocation, strategic execution, objectives, and lead analytics) exhibitors should collect to measure performance.

Maxbi helps exhibitors optimize event strategies and choose where to cut costs; which exhibitions to keep; and how booth size, type, or setup correlates with the exhibit's overall performance metrics.

Smart screens
Event technology and managed services firms like SmartSource, headquartered in New York, are also helping reduce costs and deliver data. These organizations build custom data-collection strategies using digital signage and touchscreens that capture the number of times attendees access or download featured documents or videos, reducing the cost of human labor required to obtain the info and increasing the amount of behavioral data collected. The devices offer additional return on investment to exhibitors and sponsors by projecting videos that tell a story instead of static images.

High-traffic activations
Booth traffic magnets aren't new, however, top-of-the-lead-funnel solutions with high engagement, like Seattle-based Snapbar's Snapshot, an AI-enhanced photo booth web application, take traditional in-booth activations to the next level. Snapshot takes and transforms attendee photos into avatars, such as superheroes or other aspirational figures, placing them against a digital backdrop aligned with the event theme or destination. In exchange for the photo, participants must provide valuable information, such as email addresses or purchase intent, which is packaged and sent to the exhibitor. Exhibitors can operate the photo booth with no additional staff or props, and AI allows nearly unlimited creativity.

Human-assisted engagement
One irony that increased use of AI in events has exposed is the craving for genuine human interaction — a bill that exhibitions fit nicely. Thus, the pairing of lead retrieval solutions with human engagement specialists is a trend that is expected to continue. Denver-based HIVE Interactive is one example of the trending fusion of humans and machines on the trade show floor. The firm provides on-site engagement specialists (the company founders are veterans of improvisational theater) trained in structured techniques to optimize the exhibitor's lead capture strategy, reinforce its brand, and help achieve the company's exhibit marketing objectives. The result is more qualified leads.

Full-spectrum solutions for lead management
Several emerging solutions expand the lead retrieval process. SmartConnX, headquartered in Chicago, connects to the exhibitor's CRM and the event registration system. It works across the attendee engagement timeline, inviting prospects to the event (including those from the exhibitor's database), collecting lead information, scheduling meetings, scoring leads, and facilitating follow-up, such as writing emails based on information that was collected at the event. By helping exhibitors connect with attendees at multiple touch points before and after the event, SmartConnX acts as a lead nurturing engine compared with more traditional solutions limited to on-booth data collection and follow-up.

Technology-enhanced conversation starters
Even when opportunities to meet people are plentiful, not every attendee is a networking ninja. JabberYak, located in Scottsdale, helps exhibitors and attendees engage more effectively by creating openings for conversation around participants' personal interests (wine, soccer, or pickleball, for example).

Before the show, participants identify seven of their passions or pursuits. JabberYak then provides them with the tools — the ConnectNow networking and matchmaking platform; unique and attention-getting wearables, like buttons; and an activity, like a mobile scavenger hunt — to drive engagement. The solution helps attendees find others sharing their interests, schedule meetups before and during the event, and organically initiate memorable conversations.