Cover Feature
exhibitor, etc).
Our ability to connect the right
audiences will be even more important.
Every show will need a virtual
‘augmentation’ strategy to add value
and increase customer satisfaction.
The virtual elements will create
communities that talk and interact
throughout the year not simply during
and immediately after a particular
event. The nature of the base
understanding of all stakeholders will
deepen long before the first footfalls are
heard in the exhibition halls around the
world.
Although the digital solutions we
develop will play an increasingly
significant role in the future, they will
always be complementary to our onsite
shows. What the current situation
is showing us is that nothing truly
replaces the benefits of face to face
interactions.
Lisa Hannant, Group MD,
Clarion Events
It has certainly been a huge challenge
for not only Clarion but for the whole
of our industry. Whilst we could see
there was a threat on the horizon at the
beginning of the year, no one could have
predicted how rapidly our environment
has changed. So, we have had to adapt
and do so very quickly, and we have
learnt that we are able to be agile,
proactive and respond to customer
needs in so many different ways.
It is very much work in progress
and at times a little trial and error,
but there have been some fantastic
examples throughout the group of
digital engagement, which I believe will
not only add value now but will form a
key part of the way we will operate in
future.
It’s forced us to challenge our
thinking, our relationships and
understanding of our customers, and
our ways of operating in every way. In
many instances we have gone right back
to basics, focusing on core principles
of what outcomes we are trying to
deliver for customers. Our shows offer
ERIC EVERARD &
ANNE LAFERE
CARSTEN HOLM
business opportunity, inspiration and
access to customer networks. That need
hasn’t just disappeared, but we have
had to reimagine how we deliver that
by driving digital content, connections
and community interactions whilst
supporting the comeback to live events
whenever that may be.
There is no doubt that things will
be different when we get to the other
side. Customers will, I believe, be more
selective and demand more value.
Operationally we will need to be very
conscious of new health, safety and
behavioural norms.
Eric Everard, Group CEO and
President and Anne Lafère,
Group COO, Easyfairs
The Easyfairs all-in formula will prove
its worth in this context as a resilient,
crisis-resistant formula. We already
saw this following the financial crisis of
2008.
I think the coronavirus might have the
effect of reversing globalisation to some
extent. So, people might start looking
for alternative suppliers closer to
home, even if they are more expensive.
Easyfairs events are, generally speaking,
regional or national events, where our
visitors can find local suppliers.
There is no doubt that the coronavirus
pandemic is accelerating the use of new
technologies. They are helping to keep
communities engaged during the crisis,
facilitating connections and making
the experience more personal. And
moving forward, they will continue to
support the passing on of referrals and
recommendations, and lead generation.
Easyfairs will continue to invest
PETER JONES
heavily in digital transformation. But as
we emerge from the crisis, I see these
technologies as enhancing live events
and doing business face-to-face.
Carsten Holm, MD, Diversified
Business Communications
Like everyone, what I know now more
than ever, is the incredible power of face
to face. Nothing can replace that, and
people really miss our events as they are
the most important sales opportunity
of the year. There is no doubt that this
experience will change the way we plan
for the future, and our product offering
will have to change to make sure we
remain resilient once new-normal
returns.
The reason our sector is so important
is because nothing can replace face-to-
face as the most effective way to bring
people together. But when we can’t meet
in person, we need to find other ways to
stay in touch.
I personally don’t believe we can come
even close to replacing the face-to-face
model online. However, we can provide
content like webinars and roundtable
talks, which will keep people engaged
and talking.
Peter Jones, CEO, Nineteen
Group
We’ve learned that the lessons
learned over decades of business don’t
necessarily apply to Covid-19.
One example: ‘stay close to your
customers in a crisis.’ Well, many have
been furloughed and if not, they’re
tackling an uncharted crisis themselves.
So in many cases it’s been better to
respectfully ease back, give them space
to operate, but be available when they’re
May — 21