Feature
Fig 2 . When will your next live event take place ?
Jan-Mar 2021
8 %
Apr-June 2021
23 %
Timeline uncertainty
There is no consensus over a timeline for the events industry recovery . Predictions for a return to live events and a return to pre-Covid levels of activity are pretty spread out , demonstrating a continued uncertainty .
This is likely influenced by concerns about exhibitors , namely that 75 % of exhibitors say they will reduce the number of shows they exhibit at , with 66 % saying that they will shift their focus from exhibiting to other channels , with 65 % saying they may reduce their stand sizes .
For the limited proportion of those delivering virtual events , some 19 %, expectations are relatively high . Organisers often expect a conversion rate of around 60-80 % for the event to be considered a success .
However , organisers are generally resolute in that they view their priorities as being to deliver postponed events , developing new revenue sources and understanding changing customer needs . See Fig 3 .
Interestingly , delivering
July-Sep 2021
26 %
Oct-Dec 2021
13 %
22 %
Don ’ t know yet
Not until 2022
8 %
virtual [ online ] events is quite far down the list .
Mergers
According to the research , mergers and acquisitions have been a fairly frequent occurrence during the past year , with 19 % of
• Tech for remote working
• Virtual event tech
• New software to enhance working respondents saying that have been involved . Mergers are expected to remain relatively commonplace over the next three years , with 25 % saying they have plans to be involved . Objectives cited are largely focused on financial and regional growth , as well as companies looking to diversify their offering in light of the uncertainty facing live events still . It is reasonable to assume many will be looking to explore a more contentdriven approach .
Suppliers and small companies are less likely to have plans for mergers and acquisitions over the next three years , which is a trend for many UK-based companies . Organisers are more likely to have plans for mergers , with 37 % saying that it is on their agenda over the next three years . Some 51 % of mid-size
Fig 3 . Which of the following are priorities for your business to implement over the next 12 months
Average no . selected : 4
54 % 54 % 53 %
44 %
39 % 36 %
30 %
27 % 19 %
19 %
18 % 10 % 9 % 3 %
3 %
2 % companies also believe mergers will be central to their plans ahead of 2023 .
Observations indicate that bigger , well-financed companies will be looking to pick smaller , more likely financially distressed businesses . The research suggests larger companies are more likely to be influenced by growth opportunities within a market , perhaps owing to a heightened ability to make the most of such opportunities . While UK-based companies ’ event locations are more likely to be impacted by Brexit and laws allowing live events in any given region , they are less likely to be influenced by growth opportunities within the market .
EN will delve deeper into the research and release summaries of the findings online over the coming weeks .
Delivering postponed events
Developing new sources of revenue
Understanding changing customer needs
Saving costs
Engaging your target audience Developing hybrid events Supporting partners / suppliers
Hitting financial targets
Improving environmental practices / enhancing sustainability
Delivering events virtually
Rolling out new technologies Mergers and acquisitions Disposal of certain assets Increasing technology budget Other None of these
March-April — 37