he value of online connectivity and workflow applications has multiplied significantly under Covid-19 , with record numbers of people working from home and managing projects remotely . The impact of such technology has also reverberated around the exhibition industry , with travel restrictions and safety concerns inhibiting physical interaction .

By offering an alternative way to connect people and businesses during this unprecedented crisis , virtual events now feature heavily in the year-round plans of the event community . The Covid-19 outbreak has accelerated the appeal and value of an event ’ s digital components .

Drawing on observations and feedback from ExpoPlatform ’ s collaboration on dozens of online tradeshows and exhibitions over the last seven months , we have realised the potential of these virtual components in complementing the traditional event model . But , in order to derive this value , organisers must examine deeply their requirements to lay out successfully the foundation of their event online .

Choose the right event model - LinkedIn vs . Amazon Exhibition organisers must have clarity on the kind of virtual tradeshow they want to set up . It is important to choose a model that will power the exhibition without creating unwanted hindrances . This choice depends on various factors such as the industry being served , size and type of audience committed to attending , kind of content that needs to be shared at the event , the nature of the interaction between attendees and , ultimately , the objective behind organising a particular event . To obtain this kind of clarity , organisers

should ask themselves some valid questions .

For example , do they aim to replicate a LinkedIn-type environment , whereby the event ’ s primary objective is networking and knowledge / content sharing through the formation of online communities with shared interests ? Or do they prefer including an online component for serving the transactional and distribution needs of the community , akin to Amazon ’ s online marketplace , by featuring tools such as e-referrals ( e . g . buyers who liked this product also liked this )?

If both of these elements are the focus of the exhibition , then they could also adopt a combined approach . Regardless of the model chosen , the event-tech support partner should be able to help the organiser in introducing as much or as little of each element , depending on the requirements .

Preserve the elements of a live show It is worth considering that a full departure from the traditional event model might do more harm than good . Live exhibitions take place within a defined time period . Their online components may endure throughout the year , but if they are

Tanya Pinchuk is managing director at ExpoPlatform

not anchored to an actual ‘ event ’, then they lose their essence . A tradeshow is typically staged over the course of a few days with room for attendee engagement , connectionbuilding , learning opportunities , and negotiation . By extending this indefinitely , organisers run the risk of removing the feeling of urgency and potentially reducing this activity .

Additionally , it is crucial to tailor the event experience for attendees , based on their objectives behind attending the event . This , along with other relevant information such as preferences and interests , can be collected from the registration data and online activities on the platform . This information can further be used for creating a stimulating virtual event environment and crafting worthy customer journeys .

It is also important not to get carried away while adding elements for their face-value or aesthetic appeal . Every aspect of an event should enhance the experience for attendees rather than encumber it . The focus should be on removing pain points of the traditional event model and avoiding the introduction of new ones .

Some questions that should be considered : Is a walking avatar or a 3D version of the online event space really needed ? Isn ’ t the endless walking at tradeshows not one of the more annoying elements ? Is the technology introducing unnecessary steps or improving accessibility ?

Once the above prerequisites of the transition have been thought out , organisers must lay out the process of onboarding their exhibitors and buyers . They must focus on attendees ’ problems and objectives to build the event around them . And , most importantly , they must educate their team to move away from selling square metres to selling value .