The Impact of COVID-19 and The Future of Trade Shows
Trade Shows and other in-person events from across the globe are being forced to postpone or cancel. A recent poll from the Center for Exhibition Industry Research (CEIR) found that,
Forty-one percent of organizers report postponing events, with the bulk scheduled to take place starting in August and running through November. Roughly 30 percent will host postponed events during one of these months, while 34 percent of organizers have postponed their events to 2021.
Things are constantly changing and at the present moment, it's hard to picture anything resembling the past we're used too; such as crowded booths, handshakes, and face-to-face conversations. COVID-19 is impacting the events and trade show industries but it's also going to impact the logistics of those events for the attendees and exhibitors for years to come.
These types of events offer many benefits. An obvious benefit is the ability to network with B2B (and D2C) clients and prospects from many parts of the country. For example, if you're exhibiting your products/services at a show in Miami, FL, you'll get eyeballs and attention from buyers and consumers in Florida as well as surrounding states. A downside to these events is the cost associated with them. Various costs associated with the logistics of a trade show include; the physical booth materials as well and shipping and travel costs. Something to consider right now is how you will repurposed those funds, if the shows you were planning to participated have been postponed or canceled.
Many of these previous in-person events are all quickly being re-imagined as digital events. This isn’t necessarily a negative thing but you should think through how to best make this work for you. Something to keep in mind is educational-type sessions are expected to translate well online. You have the potential to reach even more through virtual events since you’re able to reach a wider audience that can be watched at the viewer’s optimal time. You can record live streams and send out to attendees and all others that signed up but weren't able to attend live. Live streaming also promises more interactivity for digital audiences versus in-person events.
When planning your virtual content, remember that shorter sessions are expected to translate better to a digital audience, you are competing for their attention with the TV, pets, or anything else that has the ability to capture their attention while they're watching your virtual sessions. Plan out the sessions ahead of time and send out a calendar of events with the time, duration, and agenda of each event so your audience can build it into their schedule.
The Future
There have been many recent developments that do seem positive for the future of in-person events and trade shows. In a first for the hospitality business, Hilton will collaborate with the makers of Lysol and Dettol, and consult with Mayo Clinic to develop elevated processes and Team Member training to help Hilton guests enjoy an even cleaner and safer stay.
A notable development to keep an eye on; the Global Biorisk Advisory Council® (GBAC), a Division of ISSA, unveiled its GBAC STAR facility accreditation program on cleaning, disinfection, and infectious disease prevention. This program establishes requirements to assist facilities with work practices, protocols, procedures, and systems to control risks associated with infectious agents, such as COVID-19. Three of the biggest convention centers in the United States – the Las Vegas Convention Center, Chicago’s McCormick Place, and Orlando’s Orange County Convention Center – have signed on to achieve the new accreditation.
Another big step in re-instituting these events, The Global Association of the Exhibition Industry released a global framework aimed at the safe and controlled reopening of exhibitions and B2B trade events around the world. The document is intended to become a standard in exchanges with policymakers and authorities around. Also, Chinese and German governments clear path for exhibitors. While most types of mass gatherings remain banned in Germany until the end of August, 16 German states now have the authority to give the go-ahead for trade shows and exhibitions, based on a number of preconditions being met. Such as a limitation of participants, and approved health and safety measures.
Showing fruitful results, between April 30th-May 5th, The 2020 Hunan Auto Show, also Changsha's First Automobile Consumption Festival was held at the Hunan International Convention and Exhibition Center in China. The show brought 62,380 visitors to the auto show. To qualify to visit the show, attendees had to submit a valid ID card and undergo a strict health and identity check prior to arriving at the venue. All participants in the exhibition are obliged to wear a mask throughout and urged to wash hands frequently and staff members disinfected the venue every day.
Trade shows are very sensory and depend on the in-person aspect to really be successful, another big disadvantage to the lack of these events is the inability to sample your product or service. For example, you were planning to go to a cosmetics show to showcase your new line of skincare. With the show being canceled, you know are now faced with the challenge of getting your samples in the hands of your target market.