A comprehensive look at the established, growing and declining technologies exhibitors use to create greater results and better experiences in their trade show booths.

1. A comprehensive look at the established, growing and
declining technologies exhibitors use to create greater
results and better experiences in their trade show booths.
3355 Discovery Road
St. Paul, MN 55121
1-800-328-2725
www.skyline.com

2. 1
Table of Contents
Introduction ...........................................................................................................
Tech Perceptions ..................................................................................................
Audiovisual Technology Trends (Non-Interactive) .........................................
Audiovisual Technology Trends (Interactive) .................................................
Lighting Trends .....................................................................................................
Lead Retrieval Trends ..........................................................................................
Social Media Trends ............................................................................................
App Trends ............................................................................................................
Mobile Technology Trends ................................................................................
Other Technology Trends ...................................................................................
Sources for Technology Help and Information ..............................................
Content Trends .....................................................................................................
Budgets ..................................................................................................................
Best Uses of Technology ....................................................................................
Tech Challenges ...................................................................................................
Conclusions ...........................................................................................................
About Skyline .......................................................................................................
About the Survey
In October 2014, Skyline surveyed 15,000 exhibitors in order to understand
what technologies organizations are incorporating into their exhibit
programs. The results highlighted here in this report come from the 380
responses we received.
Respondents represented a wide array of industry, booth size, number of
trade shows participating in during a calendar year, and total company
annual sales. We looked at over 55 different technologies in several
categories available and measured both current and future trends, and
how exhibitors are budgeting for those trends.
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3. 2
Introduction
A Technology Guidebook for Exhibitors
Our goal is to provide exhibitors a way to compare their organization’s
use of technology in their exhibit program compared to how their peers
across a variety of industries are using technology. This study will also
highlight which technologies are most viable, which technologies will
most likely be trending over the next few years, and which technologies
are being phased out.
Technology is being used more and more by exhibitors at trade shows
and expos worldwide and across all industries. Exhibitors are using
technology to attract people to their booth, capture leads, educate,
entertain, and manage logistics.
This use of technology has become so ubiquitous that exhibitors no
longer fear technology, but embrace it. Our survey found that
exhibitors’ perceptions of technology were overwhelmingly positive.
Most those surveyed felt that not only did technology make their shows
more effective but that it also attracted visitors to their booths and
enhanced the visitor experience.
Technology is here to stay and will continue to evolve. Yes, things do
change quickly, but the fundamentals remain the same. Careful planning
and using technology as a way to enhance your overall strategy are
your keys to success.
This survey is a technology guidebook for exhibitors. You will quickly be
able to see how your use of technology measures up to your peers. This
survey will show you what technologies are mainstream, what
technologies are going to gain in popularity over the next couple of
years, and what technologies are being phased out. We’ll also give you
some insight into how exhibitors are allocating budgets dollars to the
technology in their booths.
Almost 95 percent of those surveyed expect to spend the same or more on
technology in the next two years.
As knowledgeable as our respondents were when it came to the
different technologies available, most were eager to learn more. This
study is intended to help facilitate that learning.
“Focus on
the overall
objective and
only spend on
those pieces
of technology
that deliver
against the
objective.”
Survey response

4. 3
Tech Perceptions
Exhibitors Have an Overwhelmingly Positive Perception When It
Comes To Technology
Exhibitors Feel Technology Makes Their Trade Shows More Effective
As we said earlier, when it comes to technology, exhibitors have a far
greater positive perception than they have a negative perception. Most
exhibitors surveyed felt that technology makes their trade shows more
effective and that technology improves the visitor experience.
One negative that stood out in the survey was that almost 30 percent felt
technology is too expensive. Less than 10 percent felt technology was
just a crutch that gets in the way of face-to-face interaction, or that they
did not know enough about technology and lacked the time to learn it,
or that technology is too hard for booth staffers to use and they were
unable to train them. Less than one in five exhibitors felt technology
changed too fast.
When we looked at the results through the lens of sales numbers, there
was no significant difference between companies with sales over $50M
and companies with sales under $50M. We did however see a
difference when we broke those numbers down further.
“Communication
and training
cannot start the
day before the
event.”
Survey response

5. 4
Close to 40 percent of Exhibitors with more than $1B in sales felt that
technology was too expensive as opposed to just a quarter of
exhibitors with under $10M in sales. It would seem, the less money
companies have, the more they value technology.
Close to 40 percent of Exhibitors with more than $1B in sales felt that
technology was too expensive as opposed to just a quarter of exhibitors
with under $10M in sales.
We found only a 10 percent difference in perceptions of exhibitors
under 40 and those over 40. Ninety percent of exhibitors under forty felt
technology can make trade shows more effective versus 80 percent of
those over 40 years of age.
In our open-ended questions, a few exhibitors commented that
technology just simply gets in the way of quality face-to-face
interactions. Many others felt that is not the case if your focus is on using
technology to enhance the visitor experience as opposed to
implementing technology separate from your overall strategy.

6. 5
Audiovisual Technology Trends (Non-Interactive)
Video Walls, Translucent Screens and 4K Resolution Flat Screens
Gaining In Popularity
Projectors Are Out, Tablet Computers Are In
Audiovisual technology has become the life-blood of every exhibit.
No matter if you have a 10’ x 10’ booth or a 400 square foot island
booth; chances are there will be some form of audiovisual technology
in your booth.
Our survey shows that computer monitors, tablet computers, and flat
screen monitors are mainstream when it comes to non-interactive
audiovisual, with over 50 percent of exhibitors already using those
technologies. Another 20 percent plan to start using tablet computers in
the next two years. If that is the case, tablets will be the most popular
tech in use.
As for newer technology that is beginning to catch on, keep your eye on
video walls, translucent screens and 4K resolution flat screens. There is
significant interest in those technologies with between 12 and 24 percent
“Hooking up
an iPad to a flat
screen monitor
so that it
displays the
content on a
larger scale is
a good way
to share
information
with more than
one person. It
also captures
folks' interest
as they walk by,
as they wonder
what you're
demonstrating.”
Survey response

7. 6
of exhibitors either currently using them or planning to use them over
the next two years. Projectors, on the other hand, are being phased on.
Over 40 percent of respondents said that they had never heard of
automated moving monitor mounts, projection mapping and
augmented reality while just 5 to 6 percent plan to implement those
technologies over the next two years.
3/D holograms are more widely known with only 18 percent of
respondents saying they had never heard of them. We may have the
viral Tupac performance at Coachella back in 2012 to thank for that, but
just over 75 percent of respondents said they have no plans on using
holograms in their exhibit programs.
When we
compared
exhibiting
companies
with over
$50M in
sales to
exhibit
companies
under $50M
in sales, we
found no
significant
differences
in usage
trends.
We saw a difference when we compared companies who exhibit at ten
or fewer shows a year with companies who exhibit at more than ten
shows a year. Half of the companies who participate in fewer shows and
who have used translucent monitors are giving up on them. They have a
higher than average growth rate when it comes to tablet computers.
Companies who exhibit at more than ten shows a year have a higher than
average interest in incorporating video walls into their program with one
in five looking to add them over the next two years. This group has also
tried projection mapping, but one in three who have used it plans to stop.

8. 7
Audiovisual Technology Trends (Interactive)
Two-Thirds of Exhibitors Are Using Tablet Computers Interactively
Fifty Percent of Exhibitors Use or Plan to Use Touch Screen Technology
We also looked at how exhibitors used some of that same technology
and different technology interactively. Again, tablet computers steal the
show with over two-thirds of exhibitors using tablet computers
interactively. Touch screens are gaining in popularity with fifty percent
either using them or plan on using them in the next two years.
In the category of what is not hot are video games. Almost 90 percent of
exhibitors say they have no plans to use video games now or in the future.
While live streaming and virtual events are becoming more popular with
trade show organizers, only 35 percent of exhibitors plan to incorporate
live streaming, webcasts and Skype into their exhibit program. We
wonder if part of that is not due to the dissatisfaction with the Internet
options available at shows, an issue we will look at further on in this report.
The only area where we saw any difference was with exhibitors who do
more than ten shows a year. Those exhibitors are showing a 20 percent
growth rate in live streaming, webcasts and Skype. In two years, we will see
a 50/50 split between those using it and those who have no plans to use it.
“Make personal
contact with
technology
vendors in
advance and
have contact
names and
numbers on
hand during
pre-show
set-up.”
Survey response

9. 8
Lighting Trends
Emergence of LED at the High End
Backlighting Will Remain Popular With Exhibitors
The lighting of exhibit booths is not a topic that is often discussed; yet it
is an important part of your exhibit design. Lighting can be used to
create an ambiance, draw attention to key messages, and attract visitors
to your booth.
When looking at trends in lighting, we found that spotlight and
backlights were fairly mainstream with about half the respondents either
using this type of lighting now or have plans to use them in the next two
years. Over 50 percent of exhibitors were not planning on using
halogen lights, fluorescent lights, spot lights, and rigging in their exhibits.
Theatrical stage lighting is becoming a thing of the past with 80 percent
of those surveyed having no intention of using it in their booths. LED
lighting is not very popular at present with only 15 percent of exhibitors
using them in some form currently. However, 25 percent of those
surveyed intend to use them over the next two years.
Surprisingly, almost half of the exhibitors surveyed were unfamiliar with
GOBO lights. Only 10 percent of exhibitors currently use them, and that
is only expected to rise by 3 percent in the future.
“We use
technology in
terms of great
lighting and to
attract people
to our booth.”
Survey response

10. 9
A gobo (or GOBO) derived from "Go Between" or "Goes Before Optics" is a
physical template slotted inside, or placed in front of, a lighting source,
used to control the shape of emitted light. (Per Wikipedia)
Backlighting for graphics was the most popular form of lighting across
healthcare, manufacturing and technology companies. Professional
services companies tend to favor spotlights and halogen lights at just
over 52 percent using them.
In the future, we can expect to see a growth in backlighting with
companies under 50M in sales and a growth in LED strip or rope lights in
those companies with higher sales numbers.
Inline exhibitors also use backlighting less than island exhibitors
currently, but that is expected to grow by 15 percent over the next two
years. Ten percent of island exhibitors say they plan on adopting LED
changeable color lighting over the next two years.

11. 10
Lead Retrieval Trends
Mobile Is the Future of Lead Retrieval
Integration with CRM Software on the Rise
It was not very long ago that exhibitors had but two options when it
came to lead retrieval. Their first option was to collect business cards
and paper leads via a fishbowl. The only high-tech option was a rented
lead retrieval device from the show organizer.
Today, exhibitors are collecting leads via their mobile devices and touch
screen interactive monitors. They are using their own proprietary
programs or off the shelf applications that integrate with their CRM
systems. Now lead collection is not relegated to the booth but it can
happen in line for coffee, on a shuttle bus to the hotel, or at the gate in
the airport on your way back home.
Show organizers are moving away from lead retrieval devices and are
moving toward mobile apps. Exhibitors are using those show apps at a
rate of 53 percent. These show apps will see the highest rate of growth
over the next two years at close to 20 percent of exhibitors say they
plan to start using them.
“Create custom
exhibiting lead
management
and other
tools on your
iPad/tablet. If all
else fails, most
times these will
work and are
easy for people
to manage.”
Survey response

12. 11
It is expected that close to two-thirds of exhibitors will be using the show
app lead retrieval in the next two years.
Only one in four exhibitors are using rented (not from the show), or
company owned lead retrieval systems. Fifty-six percent of exhibitors
said they are not using them now and have no plans to use them in
the future.
There is another component to lead retrieval that is catching on, and that
is the ability to sync the leads collected to the exhibiting company’s
CRM system via the Internet. Currently, only 30 percent of exhibitors are
doing this but it’s expected to grow by 20 percent over the next two
years. Healthcare exhibitors expect to see a growth of 44 percent when
it comes to integration with their CRM system.
60 percent of those exhibiting at more than ten shows a year use the
show app, while 50 percent of those exhibiting at ten or fewer shows a
year use it. There is also a significant abandonment rate on the show
provided app with 20 percent of exhibitors who exhibit at ten or fewer
shows a year planning to stop using it.

13. 12
Social Media Trends
LinkedIn and YouTube Most Popular Social Media Sites
Visual Content Sharing Is On the Rise
Very few of the respondents were unfamiliar with the social media
platforms we surveyed. Familiarity does not necessarily mean they
embrace social media. Surprisingly, over 25 percent of exhibitors say
they have no plans on using social media in their exhibit programs.
Facebook, Twitter and LinkedIn are the most popular platforms with
YouTube falling just behind those top three. Blogs are split down the
middle as far as exhibitors using them and exhibitors who have no plans
to use them. LinkedIn and YouTube are both popular and growing at an
above average pace.
While Instagram is expected to grow to 40 percent of Exhibitors using it
in the next two years, Pinterest holds little interest. Photo and video
backdrops are expected to grow by 16 percent, which not surprising is
the same growth rate as Instagram.
There was no significant difference when it came to social media use based on age.
“Utilizing
social media
before and
during a
trade show
can increase
visitors to the
booth.”
Survey response

14. 13
We do see differences in social media across different industries. Linked
in is most popular with Healthcare companies, but they are abandoning
Facebook and have little interest in Twitter. Tech companies favor Twitter
and LinkedIn but also have little use for Facebook.
Manufacturing sees a more diverse mix in social media use. Those
companies tend to favor Twitter, Facebook, YouTube and LinkedIn and all
four expect to see growth in the next two years. Professional services
companies are using LinkedIn, Twitter and Facebook, but are not
interested in Pinterest, Instagram or photo backdrops.
Companies with under $50M in sales favor Facebook while companies over
$50M in sales favor LinkedIn.
There was also little difference when we looked at the age of those
surveyed. On the surface, this may seem surprising; however you must
take into consideration this is corporate social media usage, not
personal, so age of the respondent should not make a difference.

15. 14
App Trends
Exhibitors Participating In Multiple Shows a Year
Favor the Show App
Only One In Five Exhibitors Currently Advertise On the Show App
The opportunity to interact with customers and prospects face-to-face is
one of the main reasons exhibitors participate in events such as trade
shows and expos. Our survey looked at three different ways that
technology can help enable those interactions; those being show apps,
off-the-shelf apps, and custom made apps. Our three categories here
were fairly broad as there are so many possibilities when you try to
break each category down.
About a third of the respondents were not aware these applications
existed which indicates there is a need for more education on the
options available. Particularly on the part of show management as only
a one in five exhibitors are using the app to advertise. Still, this was the
most popular option at double the rate of the others.
About a third of the respondents were not aware these applications existed
which indicates there is a need for more education on the options available.

16. 15
Of industry sectors using the show app for advertising, tech companies
lead the way with 35 percent of exhibitors buying into the show app.
The show app is the least popular with Healthcare exhibitors with only 15
percent using it.
21 percent of companies with over $50M in sales are looking to develop
custom apps while just over 12 percent of companies with less than
$50M in sales plan to develop them. We see similar results when
comparing island exhibitors to inline exhibitors with island exhibitors
leading in developing of custom apps.
Not surprisingly, the more shows an exhibitor does, the higher their level
of knowledge about the app options available are, and the more willing
they are to use them. 36 percent of exhibitors participating in ten shows
or more are advertising on the show app. Only 16 percent of those who
exhibit at less than ten shows are taking advantage of the show app.
Exhibitors participating in more shows are twice as likely to invest in a
custom app.
“Make the app
very intuitive.”
Survey response

17. 16
Mobile Technology Trends
Live Polling and Texting Expected To Increase Over Next Two Years
Exhibitors Have a Love/Hate Relationship with QR Codes
When we surveyed our exhibitors on the different mobile technology
available and relevant to exhibits, we found over half the respondents
have never heard of RFID or NFC. It was no surprise then that less than
ten percent of exhibitors either use or plan to use those technologies in
the next two years.
*RFID: wireless use of electromagnetic fields to transfer data, for the
purposes of automatically identifying and tracking tags attached to objects
(RFID chips embedding into badges). *Wikipedia
NFC: a set of standards for “devices” to establish radio communication with
each other by either touching them together or bringing them into close
proximity. *TSNN - Do You Know the Difference Between NFC and
Bluetooth®
Beacons?
One-third of our exhibitors are using QR codes as part of their exhibit
strategy. What is particularly interesting is that QR codes have the
highest potential growth rate and at the same time, they also have the
highest bail rate. Twenty-five percent of exhibitors using QR codes say

18. 17
they intend to stop using them in the future. One can only assume QR
codes are not as effective as hoped given that one in four that use
them stop.
QR codes have the highest potential growth rate and at the same time, they
also have the highest bail rate.
Live polling and texting, while not widely used currently, both are
expected to grow as about 15 percent of exhibitors intend to use those
technologies in the next two years.
Almost a quarter of companies with over $50M in sales expect to
incorporate live polling into their exhibits. Inline exhibitors seem more
willing to take on texting with 35 percent saying they intend to start using
it in the next two years. Twenty-five percent of island exhibitors saying
they intend to start using live polling in the future.
U.S. is still worth it.
“It is very
important
to take
advantage
of early-order
discount prices
for electricity
and internet.”
Survey response

19. 18
Other Technology Trends
Wi-Fi Replacing Hardwired Internet Connection for Many Exhibitors
Uptick in Mobile Device Usage Means Uptick in
In-Booth Charging Stations
We asked about several different technologies available and used by
exhibitors that didn’t quite fit in any one bucket. Those categories were
Online Asset Management, video content, virtual events, Wi-Fi Internet,
Hard-wired Internet, and mobile device charging stations.
Online asset management had the lowest awareness with just over 30
percent having never heard of it and the lowest usage rate at just over
13 percent.
Wi-Fi was the most popular category with over two thirds currently using
it and 12 percent planning to in the next two years. Our tech companies
are using Wi-Fi the heaviest at 84 percent. Healthcare companies came
in second at 70 percent currently using Wi-Fi.
Hard-wired Internet had a bail rate of almost 20 percent. Almost 45
percent of exhibitors have no plans to use it in the future. We don’t know
if this is due to cost or the availability of Wi-Fi.
“Bring your
own hotspot.”
Survey response

20. 19
Video content was the second most widely used technology in this
category with 46 percent of exhibitors using it and another 17 percent
planning on using it in the next two years. Again, technology companies
led the way here with 66 percent currently using it.
Given we are seeing so many attendees using their mobile devices to
access show apps and exhibitors looking to incorporate more texting,
polling and even QR codes into their exhibits, it’s no wonder that 50
percent of exhibitors plan to incorporate charging stations into their
exhibit booths. One in five healthcare companies intends to start adding
them in their booths. When we broke the numbers down by age, our
younger exhibitors want to see more changing stations in their booth
while exhibitors over 40 want to see more video content.
50 percent of
exhibitors plan
to incorporate
charging
stations into
their exhibit
booths.
Technology
companies are
also looking at
significant
growth when it
comes to virtual
events. Almost 60 percent of tech exhibitors plan to incorporate virtual
events into their strategy in the next two years while 71 percent of
professional services companies say they have no plans for virtual events.
Exhibitors from this survey who do more than ten shows a year are
looking to get more involved in virtual events. It’s also important to note
this same group has a bail rate on virtual events of 17 percent. The 18
percent looking to take them on might want to consider that number.

21. 20
Sources for Technology Help and Information
Two-Thirds of Exhibitors Seek Help From Internal IT Department
Smaller Companies Are Going the “Do It Yourself” Route
Given that some of the technology was unknown to our exhibitors, and
that some even felt they just did not have a good grasp of technology, it
is important to know where exhibitors get their technology products
and where to they turn for help when they need it.
We found that two-thirds of exhibitors turn to their IT department for
help and new technologies. Over 50 percent purchased their tech
from online and retail outlets. A third of exhibitors turned to the show
organizer and their AV/tech vendors, and one-fifth relies on their
exhibit house. Just 3 percent relied on their ad agency. Not surprisingly,
in a world of “do more with less” 30 percent of exhibitors said, “I do it
all myself.”
Two-thirds of exhibitors turn to their IT department for help and
new technologies.
Smaller companies tended to be more “do-it-yourself” with 35
percent doing it themselves versus just 19 percent of over $50M in
sales companies.

22. 21
Tech companies relied most heavily on their IT department at 80 percent,
with healthcare right behind them at 70 percent. Healthcare companies
tended to rely on the show organizer more at 60 percent, while
technology companies often bought technology off the rack either in
store (37 percent) or online (44 percent). Manufacturing relies mostly on
their IT departments, show organizers and a bit of their own know-how,
while professional services rely mostly on their IT department and a bit
of DIY.
Exhibitors participating in more than ten shows a year tend to rely more
heavily on their ad agency and show organizer and less on themselves
than exhibitors who participate in fewer shows a year.
“If you want to
use a large
display monitor
at a national
show, consider
purchasing it
locally instead
of renting.
Then, to avoid
the cost of
shipping it back
home, give it
away to a
preferred
customer or as
a drawing.”
Survey response

23. 22
Content Trends
Company Websites, Presentations and Photos Are Most
Widely Used Content
Island Exhibitors Use More Video and Illustrations in Their Booths
When we asked exhibitors what kind of content they were using in their
booths, their company website, presentations (PowerPoint, Keynote and
Prezi), photos and illustrations, and play only video were the top four
categories with over two thirds using them. Over 30 percent said they
do software demos, and that was not only those exhibitors who classify
themselves as tech companies.
When we broke it down by industry, healthcare exhibitors favored their
company website and presentations and had very little interest in video
with interactive content and digital
signage programming.
Technology companies tended to showcase their company website
and software demos with very little interest in motion activated
projection. Topping the list for manufacturing companies were
photos and illustrations, and they also had little interest in motion
activated projection.
Over 30 percent of exhibitors said they did software demos, and that was
not only those exhibitors who classify themselves as tech companies.

24. 23
Seventy-six percent of
professional services
companies featured their
websites and
presentations but had
little interest in interactive
videos and 3D animation.
There was a significant
difference in inline
exhibitors vs. island
exhibitors. While inline
exhibitors tended to
follow the overall trends,
island exhibitors
incorporated more non-
interactive video and
photos and illustrations in
their booths.
Exhibitors going to more
than ten shows a year
tended to use more
video in their booths
while those exhibiting
less frequently relied
more on photos and
illustrations.
“We use digital
flip books for
marketing
material, spec
sheets,
presentations,
videos, etc. to
reduce the
amount of
paper we have
to ship to the
show site.”
Survey response

25. 24
Budgets
Fifty Percent of Exhibitors Are Spending Up To Ten Percent of
Budget on Technology
95% of Exhibitors Expect Their Technology Budget to Stay the
Same or Grow
What everyone wants to know is how are people paying for all this
technology they are using in their booths and where are they getting
the money for the changes they anticipate? While we asked about
budgets, we did not ask if technology was a separate line item in their
budgets or if it was mixed in with exhibit design or show services.
Over 50 percent of exhibitors spend up to ten percent of their budget
on technology.
Almost 53 percent of exhibitors expect their budget to stay the same
over the next two years. Forty-two percent expect that budget to grow,
and only five percent expect to see a drop in their budget.
Forty-two percent of exhibitors expect their tech budget to grow, compared
to only 5 percent expecting a drop.
Booth size made no difference when it came to budgets and spending,
but healthcare and technologies companies were spending more than
manufacturing and professional services.
“Buy the large
flat screen TVs
instead of
renting. It is a
wash in most
cases.”
Survey response

26. 25
There was no significant difference between companies with over $50M
in sales and companies with under $50M in sales. There was a difference
when it came to inline exhibitors vs. Island exhibitors.
Twelve percent of inline exhibitors said they had no budget allocated for
technology spending versus only 2 percent of island exhibitors with no
technology money to spend. Island exhibitors will also enjoy a higher
increase in their budget for technology over the next two years.

27. 26
Best Uses for Technology
Aid to Lead Retrieval and Demos Are Most Popular Use of
Technology
Exhibitors Share Their Best Tech Use Cases
We asked exhibitors to tell us about their best use of technology at
trade shows. The majority of the answers fell into two categories. Most
of the respondents found their best use of technology was as an aid to
better lead retrieval. Videos and demos also scored high in best use
case. We found that many were either using technology to manage
giveaways or as a giveaway in itself. Digital catalogs and brochures
were also a favorite use amongst our respondents.
Some of the uses that stood out included games. As we saw earlier, there
was a high bail rate on video games. However, some exhibitors managed
to find an effective use for gamification in their booth. For example one
exhibitor used a digital game to build their company’s email list.
Other exhibitors used cost
savings calculators, inventory
checking systems, appointment
setting apps, and surveys. One
exhibitor was using technology to
deliver custom content to the
booth visitor based on personas.
Those using charging stations in
their booth found they enabled
the booth staff to spend more
time talking to booth visitors.
Self-driven demos and information lookup worked for some exhibitors,
as did self-checkout stations or mobile payment options for those
exhibitors offering products/services for sale in their booth.
Two more unusual use cases were the implementation of augmented
reality to add excitement to otherwise ordinary products and a
simulator chair where booth visitors could experience first-hand what it
would be like to work with their equipment.
“3D animation
is a big draw
for visitors
because they
can actually
see how our
technology
works versus
just reading a
brochure.”
Survey response

28. 27
Tech Challenges
Internet Access at Shows Is Number One Challenge
When asked what their biggest challenges were when it came to
technology, Internet access at shows was the number-one response. As
we saw earlier, exhibitors were abandoning hard-wired connections in
favor of Wi-Fi (based on these results we found a big reason for that is
cost). However, the quality, or lack thereof, of the Wi-Fi provided by the
venue or show organizer was a significant challenge.
Several exhibitors suggested that you bring your own wireless or
cellular access to the show instead of relying on the access provided by
the venue or the show organizer. This is often a confusing issue for
exhibitors, as they think, or they are told they are limited to options the
show provides. This is not the case. Exhibitors are legally allowed to
bring their own service into any venue, private or public, so long you do
not willfully or maliciously interfere with other users.
Education also came up as a significant challenge for exhibitors. This
makes us question, is trade show technology for too hard to use?
Tim Bajarin, consumer technology analyst, says that one of the reasons
Apple is so successful is that their products are easy to use. People now
expect when they pick up a piece of new technology they will be able
to make it work. If our exhibit technology is not being built that way, it’s
no wonder that exhibitors are struggling with this issue.
“Ridiculous
price for
convention
center Wi-Fi.
We bring our
own.”
Survey response
“High security
on our iPads
enforced by
our company
make accessing
and using iPads
not worth the
time (usually are
locked out of
the iPad due to
regularly
changing
passwords or
the iPad is
forced to lock
after a set time).”
Survey response

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Conclusions
We hope that this report gives you more confidence in the technology
decisions you make today and those you make in the future. For those
who find it challenging to get approval and/or support from your
executive team, you can use this report to help you make your case.
If you struggle with technology, know you are not alone. Many have
probably struggled with the same issues you are struggling with, but
also understand that solutions are available.
Many exhibitors have only a finite amount of time they can spend on
getting up to speed on technology. This report should show you where
to focus that time and which technologies are worth knowing about.
And in closing we pass on valuable advice from one of our survey
respondents, “show up early and have a backup!”

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About Skyline
Skyline Exhibits, home of the revolutionary Skyline® WindScape® air-
powered exhibit system, is North America’s leading brand of exhibit
systems. Known for high-quality manufacturing, cost-saving portability,
innovative functionality, creative design and exhibitor education, Skyline
has nearly 80 Design Centers in North America, Regional Service Centers
in top venue cities and representation in 30 countries. The company
manufactures a broad range of products for trade shows and events –
from banner stands and pop-up displays to large, custom modular
exhibits. With over 20 integrated exhibit systems, state-of-the-art
production of large-format graphics, exhibit rental and other services,
Skyline provides exhibit solutions for virtually any size or budget.

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