10/27/2025

How Trade Show Organizers May Be Missing the Professional Mark

Too often, some seem to focus on spectacle over substance

What do today's trade show attendees want? The answer is simple: "Meet my core objectives," said Ken Holsinger, the senior Vice President of strategy at Freeman during an interview at the TSNN/Informa Connect booth at IMEX America. "They want physical space, and they want to find things."

Recently, Freeman released its latest Trends Report, "Unpacking XLNC: Bringing the X Factor to Attendee Experiences", so we sat down with Holsinger to discuss the key data points for trade show organizers.

While there's been much talk about the "festivalization" of events, Holsinger pointed out: "Attendees don't come for the spectacle; they come to accomplish their goals. And when they do, they're far more likely to return."

Please select this link to read the complete article from Trade Show News Network (TSNN).