Julius Solaris's Linkedin Analytics

If you spend your budget on trade shows in 2025, read this. This is one of the fastest growing trends I am observing at large trade shows and confexes. The funnel booth. If you have been in the industry long enough, this may not be new to you, but it has picked up recently. Some of the busiest booths I’ve observed implement this tactic. I recommended a similar strategy to a client in late 2024. The idea-> combine multiple activations to accommodate attendees at different funnel stages. An example: Awareness Visible signage Catchy activation with high dwell time Consideration Demo stations Workshop areas Decision Meeting rooms VIP areas Retention Client lounge Offsite events I’ve classified some of the most popular activations I’ve seen over the past three years into their funnel stage. I’ve also assigned some KPIs you can track for each. You could design a booth template that combines multiple ideas, which you can selectively roll out depending on the event you are exhibiting at. Of course, you need space and sometimes budget, but I’ve seen this concept implemented in tiny booths with much creativity. P.S. I’ll add a PDF version of this doc tomorrow in my newsletter with more context on how to use it. The link to join for free is at the top, next to my name.

The data is clear. We are in a different world. Hear me out. Every client I work with Every comment Every DM I get Have something in common. The event marketing playbook of 2019 doesn’t work anymore. I’m not bringing anyone down. For many years, I contributed to that playbook. What changed: Late Registrations. 13% happen a week before the event, 45% 4 weeks out. While not new, this trend requires a shift. Drivers. Freeman research says exhibits and networking drive attendance. Content has lost the top spot. New workforce. Gen Z and Millennials are the majority of the attendee population. AI. There was no ChatGPT in 2019. Automation, analysis, and attribution are accessible at scale. 75% eventprofs use it. Late Sponsorships. 33% of sponsors sign up late, so a new engagement strategy and value proposition are needed. Cost is up. Inflation and new tech requirements skyrocketed costs, affecting venue and destination selection. What stays: Festivalization. This was a hot topic before the pandemic. It’s making events like Money 20/20 and Cannes Lions win. Experiences. The rush to experiences at business events was hot in 2019 and still is today, as younger generations prefer them. What else is changing?