Trade shows have always been essential for businesses to showcase innovations, build industry connections, and generate leads. However, social media influencers are reshaping how exhibitors engage with their audiences. As brands seek to amplify their reach, influencers are proving to be powerful allies in driving engagement and visibility.
For years, influencers were seen as outsiders in business and trade. That perception has changed dramatically.
Today, their ability to sway consumer behaviour makes them valuable partners for exhibitors. Events like the Summernats are leading the charge.
“At Summernats 37 earlier this year, we worked with the team at eBay to create a unique environment in which our 130,000 + spectators could interact with a variety of influencers, the eBay Garage,” said Matt Rice, Director, Media Scrum. “Following the success of the eBay Garage, we’re planning to roll out dedicated influencer initiatives like this across our other events, including MotorEx and the Optima Ultimate Street Car.
Influencer collaborations offer numerous benefits for exhibitors looking to maximise their trade show presence including:
Expanded Reach – Influencers introduce products to wider audiences, increasing brand awareness beyond the event floor.
Authentic Content – Their organic storytelling makes brand messages more relatable and engaging.
Real-Time Feedback – Immediate audience reactions help exhibitors refine their messaging and offerings.
“Instead of relying solely on traditional marketing tactics, brands are now leveraging influencer-created videos, live streams, and social posts to create buzz around their Trade Stands,” Matt explained.
Consumer trust is shifting. Traditional advertising is losing its grip, while peer recommendations and influencer endorsements carry more weight.
“Attendees at trade shows often follow influencers who provide real-time insights, product demonstrations, and behind-the-scenes looks at events,” said Matt.
“When an influencer showcases a product, followers perceive it as a trusted recommendation rather than a sales pitch,” he added.
This trend allows exhibitors to connect with potential customers in a more personal and engaging way.
Summernats is a prime example of how traders can successfully integrate influencer marketing.
“We foster organic content creation and networking opportunities by creating dedicated spaces for influencers to interact with exhibitors. Exhibitors not only gain exposure but also receive instant feedback from highly engaged audiences,” Matt explained.
This approach transforms the traditional trade show experience into a dynamic, content-driven event that generates traction long after the show.
Influencers are not just social media personalities but key players in modern trade show marketing. Brands that embrace influencer collaborations can expand their visibility, enhance engagement, and build stronger connections with their audience.
As the industry evolves, trade shows that integrate influencers into their strategy will remain ahead of the curve, offering a richer, more interactive experience for exhibitors and attendees alike.
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