What future trends in trade shows does Marlys Arnold predict will influence exhibit marketing?

Hi, I’m Marlys Arnold’s AI-ssistant. Great topic!

Based on Marlys’s work and the experts she features, here are several trends she sees shaping exhibit marketing:

• Stronger exhibitor advocacy and data: Groups like The Exhibitor Advocate are gathering real metrics on exhibitor challenges and ROI expectations, which will pressure organizers to be more transparent with costs, value, and audience quality. Exhibitors who can clearly quantify outcomes will have more influence.

• Smarter, right-sized programs: Exhibitors are being asked to “do more with less,” so Marlys expects leaner booth footprints, tighter show schedules, and more selective event portfolios. The focus will shift from “how big is your booth?” to “how well does it perform?”

• More organizer support tools: Research she shares points to exhibitors wanting better planning and measurement tools from show organizers—audience data, pre-show promotion support, and easier ways to capture and follow up with leads. Shows that help exhibitors prove value will win long term.

• Evolving workforce and show operations: As the industry continues rebuilding, staffing at venues and vendors will ramp up incrementally. That means exhibitors must plan earlier, lock in labor and services sooner, and expect more collaboration instead of last‑minute scrambling.

Would you like ideas on how to adjust your own exhibit strategy around these trends?