How important is it
for businesses to
exhibit, at any show;
surely it is the best
way rebuild after
what is a torrid time
for everyone?
What have you heard
from Confex
exhibitors and
visitors, is there an
appetite to get back
to live events, is
there a market out
there?
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
with dedicated virtual networking
for selected visitor and exhibitor
groups which serves to enhance
the physical proposition.
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.
I hear a lot of reminiscing of the
good old days mixed with a lot of
discussion about the ’old normal’
being gone forever. When it comes
to trade shows, they should
constantly be progressing and
developing with the times, so we
don’t want to go back to the
Picture: Duncan Custerson at
International Confex 2020
Can you give us an
idea of what
International Confex
2021 may look like?
39
exact
Confex
same ‘old’;
progress is
important and ‘normal’ is boring.
I think one positive from Covid
has been analysis of exhibitions
and how to tweak and improve
them for the future. How to make
the most of the technology that
has been highlighted, and how to
streamline the visitor experience.
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. From
a Confex perspective we had a
successful 2020 and were riding
high with exhibitors rebooking into
2021 and in the last month we
have seen a swell of support and
commitment to return.
Firstly, there will be additional
opportunities to connect virtually
pre- and post-show via our official
show app partners Swapcard.
Owing to the success of speed
networking in 2020 we are
launching additional sessions on
site for technology firms, suppliers,
hotels, venues and destinations to
connect with buyers. The keynote
programme will of course be
jam-packed with an overarching
theme of ‘creating movement’ and
this will be carried into the more
intimate sessions on various
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 and training with
Diversity Ally and Black in Events
network.
We already have some really
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, and I’m looking
forward to telling you all more
about that shortly.
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