Encouraging vaccine rollouts have exhibition event organizers in many areas determined to go back onsite. However, they’ll need exhibitors on board. Against a backdrop of new variants and virtual alternatives, will they come back? Here’s what the data says.
The article discusses the recovery and future outlook for trade shows and exhibitions in a post-pandemic world, based on new data from a survey by Explori and UFI. Key takeaways include:
- Exhibitor Interest Returning: Exhibitor interest in trade shows is almost back to pre-pandemic levels. While budgets are still lower, recovery is expected within a year, with some exhibitors planning to participate in fewer events and reduce booth sizes due to ongoing financial constraints.
- Digital and Hybrid Challenges: Many exhibitors are still reluctant to embrace virtual or hybrid events. Only 64% have experimented with digital events, and most prefer in-person experiences over hybrid options, believing that hybrid formats detract from the live experience. However, training is seen as crucial to helping exhibitors adjust to these new event formats.
- Virtual Events Stimulate Interest in Live Shows: Virtual events have introduced a new audience of more digitally savvy marketers who had not traditionally exhibited at trade shows. About 70% of these digital participants are now interested in attending live events, presenting an opportunity to convert virtual participants into live exhibitors.
- The Future of Exhibitions: Hybrid events will remain but will not replace live experiences. Instead, hybrid formats will add digital layers to in-person events, and some organizers are focusing on community-building models, blending digital and live experiences.
In conclusion, while trade shows are recovering, the industry’s future will likely involve a mix of live, digital, and hybrid events. Training and adapting to new technologies will be essential for exhibitors to maximize their engagement and impact.
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