Opinion
A bridge between realms
First Sight Media MD Rich Belcher discusses the resurgence of hybrid exhibitions
he events industry
T underwent a radical transformation during the pandemic . Out of sheer necessity , conferences , meetings and exhibitions transitioned into the virtual realm . It was a period marked by innovation , adaptability , and creativity , giving rise to a new niche within the industry – the virtual event .
This remarkable shift demonstrated the resilience of the exhibition industry , showing its ability to adapt to challenging circumstances . However , as the pandemic began to recede , there was an almost frantic rush back to in-person exhibitions , seemingly leaving behind the virtual landscape that had flourished during the crisis .
This shift in momentum is evident in the sale of Hopin , a leading virtual event platform , which changed hands for a fraction of its previous market value . Additionally , numerous companies that had specialised in virtual exhibitions closed their doors , and many traditional exhibitions sidelined the virtual aspects of their events . For various reasons , it appears that the industry largely overlooked the potential that virtual exhibitions have unlocked .
In-person exhibitions offer an unmatched sensory experience – the tangible interaction with products , chance encounters , and the bustling atmosphere of a live event are truly unique . By their nature , virtual events cannot fully replicate this physical richness . However , virtual exhibitions introduced innovation in other essential areas . They brought speed , convenience , accessibility , and global reach that surpassed traditional inperson events .
The hasty abandonment of virtual exhibitions , particularly the promising hybrid model , may be attributed to a reluctance to embrace change . During the pandemic , the rise of purely virtual events posed a genuine threat to traditional exhibitions . This threat may have overshadowed the added value that virtual events brought to the table .
The case for hybrid exhibitions Hybrid exhibitions seamlessly blend the best elements of the physical and digital realms . They offer a dynamic and inclusive experience that transcends geographical boundaries , providing attendees unprecedented flexibility . This inclusivity ensures that individuals who cannot attend in person still have access to the event .
While in-person exhibitions excel at creating immersive experiences , virtual exhibitions shine in content delivery and online engagement .
For exhibitors , hybrid exhibitions offer an opportunity to expand their reach , capturing valuable data and analytics from physical and virtual attendees . This expanded reach translates to a higher return on investment , enhancing the overall value of participation .
The global pandemic underscored the importance of adaptability within the exhibition industry and hybrid exhibitions offer a future-proof solution that can seamlessly adapt to any circumstance , providing a platform for in-person and virtual experiences .
Rich Belcher , MD of First Sight Media , with the company ’ s 360-degree camera used to put remote audiences into the middle of the action
“ It appears that the industry largely overlooked the potential that virtual exhibitions have unlocked ”
As the exhibition landscape evolves , it becomes increasingly evident that hybrid exhibitions represent the next frontier . The future belongs to the hybrid model - a harmonious blend of physical and digital that transcends limitations and unlocks endless possibilities within the world of exhibitions . Looking ahead to 2024 and beyond , sustainability and costeffectiveness are set to drive the industry . While in-person exhibitions will undoubtedly continue to thrive , the virtual realm will experience a renaissance . Adopting hybrid exhibitions now is not just a choice ; it ’ s a strategic imperative that combines the best of both worlds for a brighter and more dynamic future in the global exhibition industry . EW
74 Issue 5 2023 www . exhibitionworld . co . uk