Only a small percentage of a show’s target market is making the actual trip to the physical event each year. The trade show industry needs to put more of its energy into being where the vast majority of its target audience is – on some kind of digital device.
For example, it would be cool to offer exhibitors the chance to do live video demos from their booths. A studio environment with a live audience is not something that anyone could create from their office. Another reason they will need a ticket to your event – in-person or not.