AAXO NEWS

Necessity brings invention and the brave new world of ‘cyborg’ exhibitions

Exhibitions have always been vital to the success of B2B marketing. Given the current uncertain climate, however, brands that opt for the most innovative events companies allow them to shine now and in the future.

By Carol Weaving, AAXO director.

The role of events as networking and lead generating opportunities will always be a box-ticker for brands. Moreover, they motivate those of us who call the industry ‘home’ to sharpen that competitive edge, knowing that the best of the best will be on display.

When we look at the exhibition landscape right now, with Covid-19 protocols putting paid to much of what we are used to, we must remember that it is necessity – and not abundance – that is the mother of invention. Out of necessity, Reed Exhibitions staff put our collective heads together to match unfamiliar conditions with novel solutions.

No dilemma too big for digital

Reed Exhibitions’ recent Covid-19 Customer Needs and Mindset Barometer shows that digital event tools offer exhibitors a genuine opportunity to connect with attendees in the absence of physical events, and that 65 per cent of visitors and 57 per cent of exhibitors believe digital will continue to work in conjunction with physical events after restrictions are lifted.

Importantly, as we work with partners to create digital versions of our exhibitions we note more opportunities, not just for the duration of the exhibition, but for ongoing networking, sales and engagement alongside physical exhibitions. Our research showed that 51 per cent of those surveyed expressed an interest in webinars, with 43 per cent looking to use live meeting software and 42 per cent finding value in a searchable database of content.

Venues are also embracing virtual. The Ticketpro Dome team are working with their clients to develop ideas that may be made live by their new hybrid studio, which offers a variety of options for events of all sizes.

This is no time to view the B2B landscape as barren. It’s a time for all events team members to gear-up and imagine new, diversified offerings for clients and walk them into the brave new cyborg world of smart event and exhibition management.