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Live and kicking
DUNCAN CUSTERSON, EVENT DIRECTOR OF INTERNATIONAL CONFEX, TELLS CMW ABOUT
WHAT LIES AHEAD FOR THE UK’S BIGGEST EVENTS INDUSTRY SHOW
nternational Confex 2020
has been called the UK’s
last major exhibition before
the Covid-19 crisis
escalated. Event director Duncan
Custerson’s focus is now squarely on the
2021 event.
How has the impact of Covid-19 on
the industry changed your approach
for 2021?
We were fortunate that International
Confex was able to go ahead
uninterrupted in 2020 but the situation
has reinforced the importance of a Plan B,
C, and D.
For 2021, our set dates are 2-3 March
and the optimist in me is looking forward
to being the first major events industry
showcase back on the calendar. However,
we are planning three iterations of
Confex to cover all eventualities and
ensure confidence.
There are 20 tangible changes we have
made for 2021, which you can find listed
on the Confex website under ‘Covid-10
Preparations’.
I invite suppliers, visitors and
exhibitors to be forthcoming with ideas
and questions, as we exist to grow the
industry we serve, and collaboration is
key.
How are you engaging your audience
year-round, especially during this
crisis?
International Confex has a weekly
newsletter, which in normal times offers
an extended promotional channel to an
engaged audience. During the pandemic I
opened it up as a channel for our partners
to share information, innovation, and
news.
Event technology is fast becoming the
hero of the pandemic for events, however
the benefit of virtual does not limit itself
to those forced to pivot and there are a
number of exciting opportunities to
extend the networking pre- and
post-event for selected visitor and
exhibitor groups. It also serves to
enhance the physical proposition.
How important is it for businesses to
exhibit, surely it is the best way to
rebuild after what has been a torrid
time for everyone?
There are benefits of live events that just
cannot be replicated in an online
environment. I refer to it as like the
formation of memories: we are all familiar
with the concept that memory formation
and recall are directly related to your five
senses.
Memories are created by the senses in
this order: smell, taste, touch, sight and
then sound. The first three are only
possible at live events to any significant
extent, meaning they are the truest
channel from which to generate strong
memories. Only a live experience can
harness connection, emotion and
therefore true buy-in between people and
product.
Is there an exhibitor appetite to get
back to live events, is there a market?
I hear a lot of reminiscing of the good old
days mixed with a lot of discussion about
the ’old normal’ being gone forever.
Tradeshows should constantly be
progressing, so we don’t want to go back
to the exact same ‘old’; progress is
important and ‘normal’ is boring.
One positive from Covid has been
analysis of exhibitions and how to
improve them.
Ultimately, the resounding desire to
return to live events is strong, if they are
a better, more rounded and a
further-reaching channel than before, this
is a positive. Confex had a successful 2020
Only
a live
experience
can harness
connection,
emotion and
therefore
true buy-in
between
people and
product.”
International
Confex takes
place 2-3 March
2021 at ExCeL
London
Visit www.
internationalconfex.com
and exhibitors were rebooking into 2021.
In the last month we have seen a swell of
support and commitment to return.
What will International Confex 2021
look like?
Firstly, there will be additional
opportunities to connect virtually preand
post-show via our official show app
partners Swapcard.
The success of speed networking in
2020 has encouraged us to launch
additional sessions on site for technology
firms, suppliers, venues and destinations
to connect with buyers.
The keynote programme will be
jam-packed with an overarching theme of
‘creating movement’ and this will be
carried into the more intimate sessions on
pavilions and hubs.
Last year we enjoyed hosting the
Women In Exhibitions networking
launch and look forward to welcoming
them back; we also have more sessions
with Hirespace and the Delegate
Wranglers on the Exclusively London
Pavilion, as well as workshops with
Diversity Ally and Black in Events
network.
We have exciting new exhibitors this
year, too, offering services and solutions
for all types of events.
There is also going to be tighter
collaboration with our sister show, the
PA Show.
50 / CONFERENCE & MEETINGS WORLD / ISSUE 108