In a business ecosystem dominated by algorithms, one-click purchases and fragmented audiences, trade shows have demonstrated unexpected resilience.
The massive return of visitors to events such as IFA Berlin 2024—which exceeded 180,000 attendees according to official data—or the sustained growth of the Mobile World Congress in Barcelona, which in 2025 again gathered more than 100,000 professionals, underscores a clear reality: in-person interaction remains an irreplaceable engine of innovation and business.
For Kamal Nicholas, Chief People Officer at Laika Berlin and strategic partner of L’Attitude Network, global trade fairs operate as “social laboratories where brands not only showcase products, but build memories.” His experience captures the challenge of this moment: standing out in an environment that combines fierce competition, technological sophistication and hyper-demanding audiences.
Based on his analysis and the behavior of the world’s leading trade shows, three decisive strategies emerge for a brand not only to participate, but to dominate:
1. Preparation is part of the message
Success begins months before the doors open. Rising logistics costs and limited premium space at high-demand events require precise planning. Booking in advance, structuring budgets based on return on investment, and designing immersive booths are now competitive standards. Leading brands are incorporating smart lighting, interactive screens and live demos to create environments that function as small brand narratives.
2. Think beyond the booth
A trade show is an ecosystem, not a fixed point. Companies that gain relevance do so by leveraging parallel stages: keynote talks, workshops, performances, experimental zones and content for social media. Having company spokespeople participate in panels has become a decisive reputation-building tool. Likewise, real-time content strategies—short videos, influencer collaborations, gamified dynamics—multiply reach beyond the venue itself.
3. Manage “the day after”
The end of the event marks the start of the real work. High-performing brands carry out personalized follow-ups within 48 hours, release multimedia summaries and amplify mentions from the press and influencers. The goal: turn impressions into relationships, and relationships into business.
In an increasingly competitive global market, differentiation no longer depends solely on showing—but on connecting, inspiring and sustaining momentum. That is the new territory in dispute.
Sources consulted
– IFA Berlin, Official Attendance Report 2024.
– GSMA, Mobile World Congress Barcelona 2025 Participation Report.
– Corporate interview and institutional materials from L’Attitude Network and Laika Berlin (2025).
– Deloitte Insights 2025, Global Experiential Marketing Trends.
