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facilities want to share risk and are using special clauses in case of further lockdowns . Čižmek expects customers to be willing to share some risks and accept some additional costs . “ However , they would expect organisers to deliver results and good quality buyers / trade visitors . Events not able to bring such value to customers will be crossed off the list for future participation .”
According to Liu , we have to learn to live with the risk and the pandemic .
“ Most of our customers are keen to reopen their businesses . So are we . However , we must ensure that we are reopening to a safe environment in the New Normal - living in an endemic condition .”
The pandemic showed the power of technology to help run companies and manage teams remotely when the lockdown reached us all .
Larkin highlights the complete change in office work styles . “ The use of new technology for remote working from home has shown that employees want flexibility with their schedules and technology has provided that .”
The big question for all organisers of online and hybrid events is the monetisation of them . While clients have accepted forms of remote training and conferences , remote exhibitions are still approached with some caution . No wonder - trade fairs have always been a platform for faceto-face meetings , where scientific achievements were presented , the best of a given sector was showcased and could be absorbed live with all the senses .
Čižmek again : “ Event organisers have to be more determined in offering to the market options to participate in an event both live and / or in a digital / hybrid way ”. Any digital version , he notes , should be offered via a well thought through pricing model , too .
According to my colleagues , most large B2B events organised in both a live and digital / hybrid format were
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charging between 50 % and 65 % of the price of the live event for digital only participation .
An important aspect of monetisation relates to visitor numbers . Online meetings can achieve higher visitor rates , an example given by Čižmek is the Infobip Shift Conference , 8-9 September , 2021 in Zadar / Croatia . “ That was a big success and gathered 3,000 live visitors , plus 10,000 digital visitors .”
Liu points out that event organisers must win the trust of their customers in offering effective solutions between exhibitors and trade visitors and buyers . “ Only when exhibitors are able to meet face to face with their visitors online can they properly trust the efficacy of such a virtual platform ,” he says .
One positive aspect of hybrid events , of course , is that you can ‘ reach ’ completely new customers , who normally would never come to your event .
In Poland , the feeling is that the future belongs 90 % to trade shows and live events , and the current return to normality only confirms this behaviour . In the conference and training sector , however , the situation is volatile , as many online organisers have recognised the opportunity to create new sources
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“ The pandemic showed another aspect of management , namely the power of technology to help run companies and manage teams remotely ” |
of income .
Čižmek believes the market will expect to have both options to choose from in future .
Larkin says : “ Where hybrid comes into play is with events where content can be streamed and repurposed for on-demand options .”
“ In some cases ,” she says , “ we have found new customers who would never plan to attend the in person event but now can join online for education and training purposes . This has opened a new revenue stream for the portfolio . Online will be more evolved but certainly not replace the in-person event .”
With the MICE sector a great driver of the economy , you have to have a vision for development , keep creating and believe in what you are doing .
Čižmek ’ s final words of advice for everyone is , “ Be brave , learn fast and act even faster !”
Liu urges us to “ let our imagination take flight in the New Normal ”.
So let ’ s navigate towards a new post-pandemic reality and be strong and give hope to our teams . A leader after a pandemic must have a strategy . It always gives hope for a new deal .
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