However, after almost 18 months of disruption and restrictions, the world of industry tradeshows has indisputably changed. The rapid onset on Covid-19 left a massive hole in the physical tradeshow circuit that we have all known for so many years. To avoid completely losing this vital touchpoint, many organisations turned to virtual exhibitions, which mimicked the set-up of in-person events with the added benefit of being accessed from anywhere in the world.
Although virtual trade shows may have presented challenges in generating leads in comparison to face-to-face meetings, the rise in remote working and the need for flexible solutions has changed mindsets on making connections remotely. To get the full benefits from tradeshows, and to meet the requirements of organisations and visitors, could a combined operation mean that hybrid events are the future?
The Road to Hybrid
Later this year, NAB Show will return to Las Vegas as an in-person event, supported by digital content on its online platform NAB Amplify. Although we’re all looking forward to getting back on the exhibition floor, the worries around Covid are still lingering. And what if NAB Show can’t go ahead in October? Are there plans in place to take it online?
IBC optimistically announced its plans to host a hybrid event in September following the cancellation of the 2020 show, however, later changed the date to December citing health and safety as key factors behind the decision. It’s easy to assume that even in December, due to ongoing concerns over the virus, there will be some hesitance from the usual visitors to travel to Amsterdam for the event. In which case, having the option to attend virtually provides additional opportunities to connect exhibitors to attendees.
But it still begs the question: How can organisers ensure a hybrid event is successful?
The key to a successful hybrid event is an equal mix of face-to-face and online content. Whichever route people choose to visit, they need to feel that they are getting equal access and the same value as those attending the alternative. And with innovations in technology, there is no reason that those attending virtually shouldn’t have a very similar experience to those visiting physically. Let’s explore both the virtual and in-person components:
What should the virtual half offer?
There could be many reasons that visitors opt to access the virtual part of an event, including pure convenience, cost-saving, environmental responsibility targets or (in the current climate) the feeling of being safer away from a large crowd. Regardless of the reasons, the virtual side of a hybrid trade show should consider the following:
- Quality content
More companies have ramped up their PR and digital marketing efforts during Covid, and online offerings from tradeshows will be key. There is now a wealth of platforms available to make virtual tradeshows more realistic. Organisers should be leveraging their high profiles within the industry to explore ways to add value for companies all year round.
- Innovative formats
Maintaining the focus of the online visitor is crucial. However, after more than a year of Zoom meetings, it’s possible that people are now suffering with webinar fatigue, so simply being “talked at” won’t cut it in this instance! Encouraging interaction through different virtual formats will motivate everyone to participate and keep visitors engaged. Incorporating innovative tools and ideas into the virtual platform, such as the Social Wall from taggbox as well as polls and Q&A sessions, will help audiences connect with exhibitors and each other.
What should the in-person half offer?
After a long period without in-person events and the usual networking opportunities, many organisations and visitors are keen to get back to the traditional method of meeting. Networking and connections are important, and tradeshows should also be actively working to bring people together, particularly when it comes to supporting diversity within the industry. Let’s take a look at some physical aspects and considerations of an in-person tradeshow:
- Unique experiences
The successful outcomes from tradeshows are often generated by the ability to encounter people and experience products physically. These types of interactions are difficult, almost impossible, to replicate in an online setting. While these traditional connections still offer value, some things need to change. Whether sessions are based around education, professional development or sharing exciting new technology, it is time to move on from passively sitting in an auditorium being lectured. Industry events should be exploring new ways to deliver workshops, incorporating digital tools to spark interaction, discussion, and idea generation.
- Reinventing the tradeshow floor
This is the ideal opportunity to rethink the way the tradeshow floor is laid out, ironing out any issues that may have cropped up in the past. Perhaps tradeshows should feature more dynamic open spaces, with rolling exhibitors which change throughout the event? Rather than spending a significant proportion of the budget on a physical booth, there may well be more opportunities for companies to try new things. And the introduction of higher-end food stalls will always be welcome!
A hybrid approach may be the answer to getting tradeshows back on track. The next few months will certainly involve trial and error as tradeshow organisers work to deliver the best possible solutions for events. As technology continues to evolve, virtual and in-person experiences are likely to improve. Keeping visitors engaged will remain a core consideration for both elements. What organisers learn throughout 2021 will likely impact how we all network and connect at shows moving forward. It’s time to build the industry events of the future.
Registration is now open for NAB Show, where you can visit Codemill for Accurate.Video and Cantemo Portal demos.