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5 Ways Trade Shows Can Foster Innovation and Entrepreneurship


the future of tradfe shows should be to foster innovation and entrepreneurship


Doug Emslie wrote an article for TSNN questioning whether our industry was losing its soul. He worries that trade shows are catering too much to corporations that grow through acquisition, instead of celebrating the innovation and entrepreneurship that has been historically showcased at trade shows. Emslie concludes his article accordingly:


Looking ahead, the future of our industry will hinge on creating a supportive environment for entrepreneurs and drawing lessons from other industries, particularly technology. As consolidation continues and private equity involvement grows, gaps will inevitably emerge. It is crucial for the future of our industry that we empower entrepreneurs to seize these opportunities and continue driving innovation in the trade show sector, or we are in danger of losing our soul!

Trade shows have long been hubs of innovation, networking, and discovery, and they have a unique role to play in revitalizing the entrepreneurial spirit. Here are some key ways that trade shows can foster this renewal:


Creating Spaces for Emerging Innovators to foster innovation


Trade shows can dedicate more spaces to startups and new ventures, giving them visible platforms from which they can share their innovations. By offering discounted booths or specialized sections for young companies, trade shows can attract up-and-coming entrepreneurs who might not otherwise have the resources to participate. By utilizing emerging technologies, trade shows can help these innovators deliver a personalized experience.


Promoting Purpose-Driven Business Models


The next generation of entrepreneurs tend to ensure that social and environmental responsibility are the focal point of their businesses. Trade shows can spotlight purpose-driven ventures that aim to solve social or environmental challenges, aligning with the values of many modern consumers and entrepreneurs. Creating showcases, sessions, and awards around topics like sustainability, social impact, and community-driven business models can inspire attendees and help foster a purpose-oriented entrepreneurial ecosystem.


Enabling Access to Mentorship and Funding


Trade shows are the perfect platform for matching emerging businesses with potential mentors, investors, and advisors who can help them scale. Organized matchmaking sessions, pitch competitions, and speed networking events can provide entrepreneurs with the opportunity to connect with investors and seasoned professionals. These interactions often yield invaluable insights, connections, and potential partnerships, creating an environment where entrepreneurship can thrive.


Fostering Peer-to-Peer Collaboration


Trade shows can encourage a culture of collaboration rather than pure competition. Industry roundtables, peer-led workshops, and collaborative brainstorming sessions can provide entrepreneurs with opportunities to learn from each other and gain insights into their own challenges and goals. These collaborative spaces foster a sense of community and mutual support among startups, creating the foundation for future partnerships and knowledge sharing.


Recognizing Entrepreneurial Achievements


Finally, trade shows can revive the entrepreneurial spirit by celebrating achievements in entrepreneurship through awards, recognition, and media opportunities. Public acknowledgment can be a powerful motivator for startups and small businesses, boosting their visibility and credibility. Recognizing the unique contributions of new players helps reinforce the idea that entrepreneurship is vital to an industry’s future and that innovative solutions come from companies of all sizes.


Trade shows play an integral role in fostering innovation and entrepreneurship. As Emslie suggests, the future of trade shows may hinge on a renewed embrace of the entrepreneurial spirit that built the industry in the first place. This means launching trade shows that are flexible, responsive, and purpose-driven, where emerging businesses and established players can find common ground. By investing in technologies, experiences, and business models that put people first, entrepreneurs can help our industry evolve in ways that preserve its soul and relevance.

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