Who’s Walking the Show Floor?

Member Stories: How Changing MHI Event Demographics Are Shaping Exhibitor Strategy

WALK THE AISLES at any recent ProMat and MODEX, and one thing is immediately clear: the audience is changing.

Exhibitors are engaging with a more diverse mix of attendees than ever before—from first‑time visitors and early‑career professionals to C‑suite executives and digital transformation leaders. That evolution reflects a broader shift in how supply chain decisions are made.

I spoke with two industry veterans and members of MHI’s Mpro community of marketing professionals about these trends. Tracy Niehaus, global vice president of marketing at MHI member Ocado Intelligent Automation, has been in the industry since 2000 and has participated in 24 MHI exhibitions. Joining us was Chelsea Tarr, director of marketing at MHI member Paccurate, who entered the industry in 2012 and has exhibited in 10 MHI shows.

The pair offered insights into how changing attendee demographics are reshaping conversations on the show floor, as well as impacting how companies structure their exhibits.

A MORE LAYERED AUDIENCE

Both Niehaus and Tarr noted that buying decisions are no longer driven primarily by operations and engineering teams, instead becoming more cross‑functional. With more leadership, information technology (IT) and operations stakeholders involved in the process, a broader cross‑section of titles now attends shows.

“Job title demographics have really evolved,” observed Niehaus. “Operations and engineering professionals are still the core attendees, but we’re seeing more participation from the C‑suite, IT and others.”

“I would add that there are more younger attendees, but that’s been a gradual shift,” said Tarr. “Millennials are increasingly stepping into decision‑making roles, while Gen Z attendees are still more likely to be in support positions. The younger attendees are there to learn, not to make buying decisions.”

Further, show audiences are becoming more global and diverse. This reflects both the international expansion of supply chain organizations and the increasing global reach of MHI events. Exhibitors no longer engage with a primarily domestic audience; they’re speaking to a global one with varied perspectives and experiences.

The rise in first‑time, early‑career and international attendees changes the tone of conversations, said Niehaus. “There’s a different level of curiosity that influences discussions’ tone and content. It also brings a lot of energy.”

That curiosity creates opportunity—but also requires a more thoughtful staffing approach.

“We have to really look at those conversations and make sure that we have the right people at the booth talking to them,” she added, noting that these interactions often blend education with early‑stage strategic thinking.

FROM EXPLORATION TO EXECUTION

As the audience has evolved, so too has attendee intent, said Tarr. She noted that trade shows are no longer just environments for discovery but increasingly tie into active business needs.

“There’s been a shift in the conversations. People are coming with a problem they need to solve,” Tarr explained. “I don’t think people can cost‑justify going to a show anymore on education alone. They have to come back and say, ‘This is the problem you sent me to solve, and here are the potential solutions I found.’”

Niehaus observed a similar trend, with attendees arriving better prepared—but not always with the right answers.

“They’ve done some research, and perhaps they have a specific project in mind,” she said. “But they don’t always know exactly what they need, so they’re looking for options.”

Niehaus and Tarr agreed that attendees’ combination of preparation and uncertainty has shifted conversations toward validation, guidance and problem‑solving.

MORE STAKEHOLDERS, MORE COMPLEX CONVERSATIONS

The changing makeup of attendees is also transforming how solutions are discussed and evaluated.

“We’re not just talking about hardware anymore,” said Niehaus. “There’s a much stronger emphasis on software integration, data visibility, the scalability of a solution and its return on investment (ROI).”

That reflects the increasing complexity—and cost—of supply chain investments.

“These are often times multi‑million-dollar investments,” she added. “Buying authority doesn’t lie with just one person, so exhibitors are having conversations with multiple stakeholders.”

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