We’ve written already about very similar topics on our event technology blog, always trying to anticipate trends and tools for trade shows, and also the ways hybridization will merge both digital and in-person touchpoints to maximize accessibility, relevancy and interactivity for large gatherings.
Indeed, thriving in these tough times have called us to guide the industry on how to leverage technology to deliver events safely and profitably during and after a post-COVID-19 world. You can view them here, from the oldest to the most recent:
The year of 2020 was for sure dramatic for the events industry, with staggering numbers showing that 90% of large gatherings were cancelled between May and June, and that roughly 97% of businesses are in dire need of capital to survive (EEMA, 2020). Fortunately, the majority of event organizers can now understand that they need to focus on viable alternatives, capable of minimizing their negative consequences and economic losses through virtual & hybrid events.
We know that switching up an entire event is never an easy decision (specially for venue owners), just as it’s not easy to deal with decisions to cancel mass events, to restrict capacity in social contexts and to deal with confinement measures. But we also know that the cost of waiting till the storm is over (or, in other words, doing nothing) is much bigger.
At these times it’s hard not to think, “I should be doing it right now” or “I should be there already”, right?
Instead, this year have given us the run-around and exposed almost everyone to virtual events and online meetings. While some businesses have shuttled down or suspended their activities, others are aiming to benefit from the outbreak through change and innovation. It isn’t for nothing that Zoom finished its fiscal second quarter with 370,200 customers, a gain of about 105,000 customers from the end of April.
The events industry is getting more agile and resilient
Despite there are no absolute truths in this matter, it’s expected that hybrid events will take off in a significant way and the pace and scope of these changes can be huge. For instance, in B2B trade shows face-to-face interactions still means a lot for those who aim to close new deals and create new business opportunities. Also, doing product showcases is quite more relevant in live events & exhibitions, giving human connection a much greater power than before. Exhibitors can no longer afford to regard relationships as merely transactional. Instead, attendees will demand a personalized experience and expect content to be delivered in compelling forms. So much will change.
Are you wondering how to organize a trade show in 2021?
Fortunately, the beamian hybrid & virtual platform for trade shows can help you bouncing back to success in two different ways, both with safety high on the agenda:
1. If you believe that hybrid events are the way of the future, you can opt for using your venue to boost the virtual experiences within a hybrid trade show solution.
2. If government measures are still preventing you from holding live or hybrid events, you can extend the reach and accessibility of your professional exhibition with our digital platform for tradeshows.
The global events industry will probably see a quick adoption of event technology that will allow more relevant connections, exchange and co-creation of content, online and offline. Thus, you’ll also need to adapt and pivot quickly. And that is probably the most important point.