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Going digital to insure
your event’s future
ExpoPlatform’s CTO Mykyta Fastovets explains that an online
event not only enriches the proposition for exhibitors, but adds
security and insurance for your attendees
ExpoPlatform’s CTO
Mykyta Fastovets
expoplatform.com
Having scoured the international
trade show press in anticipation of
writing this column, the only thing it
seems we can be certain of, is that the
uncertainty arising from the Covid-19
outbreak will define our industry for
some time yet.
And in these conditions a
comprehensive digital counterpart for a
trade show can provide insurance that
your market will meet, come rain or
shine.
The July edition of the UFI Global
Barometer found a large majority of
the industry is confident face-to-face
events will return quickly. It also tells
us that while 44 per cent of companies
have stopped all investments, a record
50 per cent of the remainder have
increased their investments related to
digitalisation.
UFI MD and CEO Kai Hattendorf said
the research demonstrates “everyone
is aware that this crisis will lead to
major changes in the way exhibitions
are produced, especially with a push
towards more digital elements before,
during, and between events”.
Two-track thinking
The flexibility that online interaction
provides between exhibitors and buyers
means that should a physical event
be cancelled the digital interaction
can continue unabated. It is the most
meaningful event insurance you can
provide in the current climate.
But to be successful, you have to know
how to replicate an exhibition digitally –
and it is not about video content.
We’ve seen a proliferation of
technology companies selling ‘virtual
exhibitions’, but what they are largely
selling is virtual conferences. A digital
exhibition is a very different prospect
from a generic business event,
Replicating the exchange of content
online is just one part of a complicated
puzzle. Software must increase the
efficacy of the business opportunities
taking place between buyers and sellers.
It should enable new revenue streams
through the ability to sell sponsorship,
embark on targeted advertising
campaigns, provide matchmaking
with pre-approved buyers; all services
that come with a monetary value.
The technology can even identify the
usefulness of each meeting and use
this information to suggest future
interaction.
Don’t think about your digital
proposition as a temporary fix; think
in terms of scalability and future
proofing for your events. Once you have
identified software that aligns with
your event profile and the needs of your
audience, build it into your company’s
growth strategy.
Roll the system across multiple events.
Use it to entice people who may not
commit to attending the physical event.
For organisers with portfolios or related
events, it may even prompt visitors
to consider some digital presence at
another of your events.
The inclusion of a strong digital
component also adds some insurance
for organisers, but to neglect the
technology solutions that can enhance
the value proposition of your event,
is to neglect the building momentum
for online networking and interaction.
Events are no longer the only way for
an industry to meet and may not be
for quite a while yet. By taking control
of this you not only insure your event
against future disruption, you usher
them into joining you for this new way
of doing business.
“A comprehensive digital counterpart for a trade show can provide
insurance that your market will meet, come rain or shine”
August — 29