Is the future hybrid – or will the metaverse change everything once again ? What effect will technology have on the future of exhibitions and can it answer some of the sustainability and cost issues on our horizons ? ‘ A very big effect ’ is the answer to the first part , whilst ‘ yes ’ and ‘ no ’ is the answer to the second .
Certainly , the highly-creative virtual solutions developed during the pandemic are here to stay . Clients have seen the advantages of virtual events now , including being considerably cheaper to run , much less geographicallylimiting - extending the reach of your core messaging anywhere in the world - and able to be set up on much shorter timescales . Multiple speaker sessions mean attendees can re-visit if there ’ s a timetable clash - a distinct virtual advantage - whilst , from a sustainability
Futureproofing exhibitions
Post-Covid and Brexit , in a business environment combining a growing appetite for sustainability with rising energy costs , supply chain uncertainty and the mind-bending possibilities of the metaverse , Ignition CEO Sam Rowe asks how can we best futureproof exhibitions and events ?
point of view , taking an event online lessens its environmental impact . With some in-demand speakers agreeing to speak at a reduced price as they don ’ t have to travel , virtual programmes are budget-effective and can potentially translate into greater numbers of new business leads too , as well as providing more easily-trackable data , making final ROI targets quicker to assess .
Clients , however , are also eager to exhibit again in real-world environments , where the potential for personal chemistry and serendipity - and for visitors to see , touch and assess new products – is still unsurpassed . Event sponsorship is generally more visible at physical events too , whilst longer durations offer more meeting possibilities , with delegates very much
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