CHICAGO — Even though we’re only about three months into the year, 2025 has already been major for the trade show industry with show launches, acquisitions and tech breakthroughs.
Trade Show Executive (TSE) connected with Bianca Dux, Executive Producer at Clarion Events — and a 2025 TSE Trailblazer — and Caitlin Pinkerton, MBA, Marketing Manager at Clarion Events, to get their Ins and Outs for the rest of the year.
In: AI at Work 🔥
“From chatbots to content summaries, AI is transforming the event experience,” Dux said. “AI-powered agents provide instant 24/7 support, answering attendee questions on schedules, speakers and logistics while driving registrations and generating leads for sponsors.”
“Advanced data-analysis tools help us understand our audience like never before, enabling smarter decision-making,” Pinkterton added. “Real-time AI transcription captures and summarizes sessions, allowing attendees to catch up on key insights without missing a moment. Post-show, these AI-driven insights become invaluable for marketing and strategy — maximizing the event’s impact long after it ends.”
Out: Chasing Trends 👎
“Trends can be a great way to capture your audience’s attention and gain new followers, but not every trend is for every business,” Pinkerton explained. “Trends can boost visibility, but must align with your brand to avoid feeling forced. Moving too slowly on trends also risks looking outdated. Authenticity matters more than trend-chasing.”
In: Tailored Community Experiences🔥
“Content-led, networking-focused activations — like meetups, roundtables and interactive lounges — foster organic connections,” Dux said. “These immersive spaces create lasting engagement, with attendees even stepping up as ambassadors. The data of our customer analysis have reinforced what we know about our audiences helping us to determine which experiences are valuable to them.”
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Out: “We’ve Always Done It This Way” Mentality 👎
“The old ‘if you build it, they will come’ approach no longer works,” Pinkerton shared. “Attendees and sponsors demand innovation and meaningful experiences. Sticking to outdated methods can hinder growth.”
In: Data-Driven Decision-Making 🔥
“Hard data removes biases in decision-making,” Dux said. “For example, analysis revealed high email engagement on Fridays, debunking the assumption that Friday sends underperform. Website tracking also helped us redesign pages for better conversions. With the use of AI-driven reporting, we have aggregated customer feedback themes, making it easier to address pain points and refine future strategies without missing key insights.”
Out: Overloaded Agendas 👎
“Overpacking schedules is fading as events prioritize quality over quantity,” Pinkerton explained. “Attendees value organic connections as much as structured programming. Well-placed gaps in schedules foster networking, spontaneous discussions and deeper engagement.”
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