Feature virtual platform , there are hundreds of companies out there that are focused on virtual while we are unable to meet physically . “ The challenge here is that virtual platforms aren ’ t necessarily the right fit for when the physical environment is primary . And again , it comes back to those two main areas of focus : hybrid tools need to focus on expansion and
Above : Gerard Conway , regional account director at GES connections . Whereas that ’ s not necessarily something that works from a virtual perspective alone , it requires a physical event to be able to expand .”
Experience matters
Conway touches on another subject I want to discuss . There remains demand for online events , but we are going to be returning to live . People crave experiences , that is part of it going away to a show : it is an experience . Nonetheless , we don ’ t want people who are forced by necessity to maybe take the virtual option to feel like it ’ s a second-rate experience . How do you create this value , I ask Conway ? “ That ’ s a really good question . The best advice that I could give to anyone entering the virtual landscape is don ’ t try and replicate or replace the show floor . It ’ s a completely different model . “ Online is a completely different audience with different needs to satisfy . Online events are highly content driven , with a real investment required from that attendee . “ So , unless they ’ re incentivised and engaged , it can be really difficult to maintain their attention . But that landscape is adapting .” Conway reverts back to the ‘ omnichannel ’ concept . “ The possibilities ‘ omnichannel ’ and being able to kind of engage with the audience 365 days a year and in a variety of different ways , is incredibly exciting . But I truly do believe that virtualisation is placed now within the industry , but the focus is going to need to shift when physical returns . “ If you consider company meetings or mandatory educational summits , there ’ s no way we are going back to flying 300 members of staff around the world for a meeting . “ The technology now is more capable than ever . And couple that with the financial and environmental factors , you can see why companies are going to be open for that change . “ So virtual will never replace the show floor , but from a corporate perspective , that educational content will sustain long into the future .” There is no doubt that GES has been using the UK lockdown period to reflect and redraw the boundaries of the traditional show floor . Conway , who knows his stuff , remains adamant that hybrid is here to stay . It will be interesting to revisit this conversation in a year ’ s time to see where the marketplace settles . One thing is clear : the future is to be enjoyed .
“ Virtual will never replace the show floor , but from a corporate perspective , that educational content will sustain long into the future .”
March — 19