Trade shows and conferences have changed over the years due to the digital age.

With an endless source of product information and reviews on the internet, buyers are savvier and more knowledgeable today. Buyers now come to trade shows already knowing about your products and your competitors’ products.

Trade shows today are about building relationships.

Buyers’ expectations have changed from wanting to gather information to wanting a more in-depth, personal experience. They want to meet your staff and feel as if they can trust the brand. They want to know if your product and your staff live up to what you promote.

Trade shows today measure success in tweets, likes and shares.

Years ago the goal of a trade show was to get as many sales lead opportunities as possible. But today, the role of social media has taken a front burner.

Buyers are on social media daily, so that’s where your company should be, too. Bloomberg Businessweek reported the volume of tweets as the metric to analyze performance of the Detroit Auto Show exhibitors.

Check out the tweet volumes of the top 5:

1. Ford: 24,080
2. Lexus: 7,460
3. BMW: 7,030
4. Mercedes: 6,220
5. Chevrolet: 6,180

While trade shows and conferences remain a staple of B2B and B2C marketing, don’t get complacent in planning your show. Keep your trade show experience fresh and up-to-date by using the show to build relationships and trust with buyers and to show you are a socially-engaged brand.

The toughest part of planning your trade show display may be deciding which promotional product will best portray your company message and help build a stronger customer relationship.

Have you considered using your trade show giveaway to promote your company values? For example, are you strongly focused on safety? Give customers a blizzard ice scraper or a slim magnetic flashlight to promote vehicle safety as they leave your exhibit.