Opinion
‘live events’ there was a need to create a
‘wow factor’ and that exhibitor pricing
also needed to be adjusted for the digital
experience. However, the study showed
that new sponsorship and added value
opportunities had come into play.
He added: “Whether you are a ‘fan’
or not, digital is a part of the business
model now. It has multiple challenges
but also some great opportunities: The
‘hybrid’ model can engage those who
wouldn’t have attended an event even
before Covid-19 and ensure that current
or future travel-restrictions does not
prevent attendance and reach.”
Dan Assor, group event director,
Technology Division, CloserStill
Media explained how their business is
evolving to take advantage of the digital
explosion. He added: “We are working
carefully on developing our digital
proposition to make sure it offers real
value and great customer experience.
This could be either as a standalone
campaign, or as a complimentary
activity to one of our live events.”
Getting back onsite came out as
the top priority for organisers. North
explained that many businesses felt that
if they were to survive commercially
then exhibitions ‘must return’ but that
the emphasis must be on ‘quality over
quantity’ as businesses are likely to
send fewer staff to exhibitions in the
foreseeable future.
North added: “There a huge amount
of anxiety around events for the second
half of the year. Organisers will struggle
to cope with any further cancelations
or postponements, and it will impact
on rebooking campaigns that propel so
many businesses forward.”
“Organisers are also concerned about
skills gaps too as their businesses
change. Becoming part-publisher is not
in the muscle memory of most large
trade show organisers, and on the to-do
list around crafting digital products,
delivering packages with a guaranteed
volume of leads, and educating clients
to be part of a compelling virtual event
is new ground for most.
“Getting teams working effectively
to become a great digital marketing
partner to clients, versus competition
that has been doing a lot of this for
years is a huge task but getting there
quickly, and effectively may well decide
their future for years to come.”
North explained that for those
organisers which can weather the
storm, there are opportunities
to evolve provided they have the
appetite to shift their mindset - the
somewhat enforced adoption of digital
enhancements to live events, distilling
and disseminating market intelligence,
and a greater imperative to invest in
delivering experiences and ROI for their
customers, could combine to herald a
new lease of life for our industry.
What’s really
exciting at the
moment, is to
see the speed of
innovation and
different ways of
thinking in order
to answer some of
these challenges
54 — June