With the entire world going Online, Hybrid Trade shows are the Present and the future. People would rather attend an in-person event but are finding equal success using virtual events for lead generation. Given their success, one can imagine business leaders parking their investment where it is working. The economics of flying a whole sales team to a conference just do not work when virtual alternatives are equally effective. Gaming conferences have already started taking this Approach. The E3 2021, which is a trade event for the video game industry, will be held in-person but will be broadcasted too, and Hybrid trade shows should be following the same pattern
There are various types of events, and each one is affected by a virtual platform uniquely.
Seminars, conferences, and workshops — These types of gatherings offer educational information. If the content is made available online, participants can participate safely and remotely from anywhere. Event planners can organise lectures using video conferencing and webinar platforms enabling a smooth flow of information and dialogue among participants.
Attendees at virtual workshops and classes can study from the comfort of their own homes, ask questions, and get answers via live chats.
- Trade shows and exhibitions: Events in the B2C and B2B sectors are mainly conducted through in-person meetings between exhibitors and visitors. Such events allow for discussions and facilitate business endeavours.
Even after a cure is discovered, the Pandemic will influence everyone, ensuring that people prefer online over offline in the post-Covid- 19 days.
Hybrid virtual fairs enable a company to reach out to a larger audience in real-time. People from all over the world can watch your event if they are unable to join in person. Giving your audience this option will help you sell more tickets and boost your return on investment (ROI).
The order and interaction between the various elements of the event play a crucial role in the event strategy. Attendees of virtual events need to know what they will miss by not attending the physical event. They should also be informed about the educational benefits of the paid program.
It is fair to say that hybrid trade fairs and in-person events fulfil their unique purposes. While a virtual/ hybrid trade show might be the thing to do during the pandemic and to connect with a global audience, an in-person event is the best for networking and feeling the pulse of the audience.
Hybrid events are not a threat to physical meetings or events, but an additional and highly useful component that will be readily accepted soon. People looking to invest their time and effort in an upcoming virtual event must be clear on the purpose of their event, to make it a success.
Here are some trends to Expect:
VIRTUAL AND HYBRID TRADE SHOW EXPERIENCES
In reaction to the COVID-19 outbreak, many trade shows went virtual, and it appears that this trend will continue. 93 percent of corporate leaders plan to invest in virtual event strategies this year, according to Bizzabo’s Event Outlook Report.
According to the same study, 97 percent of event markets anticipate an increase in hybrid events to balance virtual and in-person trade show experiences. This will necessitate the creation of both a physical and virtual trade show booth, as well as a balance of online and in-person interactions.
TRADE SHOW TECHNOLOGY ADVANCES
One of the most enticing aspects of trade shows is learning about and using new products before the rest of the market. Many trade shows utilize cutting-edge technology and systems to make the event a success. In 2021, we can only expect to see even more cool gadgets and designs – especially when it comes to trade show booths.
Companies are starting to incorporate VR and AR into their trade show booth designs to give attendees a “hands-on” experience in a safe, controlled environment. With the world going digital, every year will have technological advances, and trade shows should be using those to their advantage.
MORE CREATIVE MARKETING SPACE
Traditional marketing tactics like signs, banners, and promotional logos are not going to cut it. So, to stand out, companies are going to have to get more creative with their ad space.
This involves utilizing every inch of space available to you at the trade show. You should be taking advantage of as many branding elements as you can to ensure you stand out. As an example, the E3 2020, had creative logos which caught the eye of their target demographic.
TRADE SHOWS WILL GET MORE SPECIFIC
There will likely be a shift to hosting smaller, more focused trade shows. So instead of marketing to the industry, there will be events for each niche to control crowd size. And with everything going virtual, or Hybrid in some cases, connecting to the niche will be easier than ever.
This presents incredible new opportunities for businesses to connect new segments and expand vertically within their market.
BOOTH DESIGNS WITH SAFETY IN MIND
Safety is going to be a top concern for attendees and exhibitors if they are attending in-person events. According to the latest research from NorthStar Meetings Group, 73% of Event Planners expect to require attendees to follow safety protocols, such as wearing masks and enforcing social distancing.
A Greater Emphasis on Keynotes and Presentations in the future.
Hybrid trade exhibitions with virtual choices appear to be on the way, however, the most prevalent complaint about virtual trade shows is the lack of networking opportunities. This makes intuitive sense. It’s impossible to re-create a chance encounter in the elevator. Keynotes and presentations, on the other hand, can be replicated in a virtual setting.
If event organisers expect up to 40% of their attendance to be virtual, they’ll need a strategy to keep those virtual attendees engaged. The keynotes, I expect, will be that hook.
Like every other business event, trade shows can also get on the bandwagon of the digital revolution. Virtual trade shows give brands and companies a scope to experiment with their presentation of the products, thereby engaging more and more audience.
Adaptation is a company’s success mantra in the current scenario and it should always be ready to take on the newer challenges for reaching on to higher horizons of the business.