Trade shows have historically been an essential medium for commercial advertising and promotion. However, few events or marketing mediums can compare to your face-to-face engagement with your target audience at a trade show.
They offer a targeted setting where your organization can showcase its products, disseminate information, and engage in an in-depth conversation about industry developments. Unfortunately, during the height of the Covid-19 pandemic, almost all business conventions and trade shows were canceled. The business as a whole suffered greatly as a result of the epidemic.
The United Federation of the Exhibition Industry (UFI) estimates $330 billion lost business amongst exhibitors due to a 68 percent decline in the worldwide exhibition industry in 2020. The sector adapted by moving toward online convention alternatives. Trade shows have shifted focus away from physical conventions to online and virtual events.
While not ideal, these choices did allow trade show marketers to turn a profit despite the historically bad conditions. Now that the COVID pandemic is winding down, businesses are returning to a more traditional trade exhibition format.
However, it appears that trade show organizers have kept some of the adjustments they made during the epidemic to continue operating. Because of the restrictions imposed by social distance, more and more hybrid events and trade exhibits are being introduced.
Before participating in a hybrid trade show, it is essential to analyze your industry and current business status. Here are a few strategies to help you prepare for hybrid trade shows.
Hybrid Events are those that integrate both online and in-person components. In other words, hybrid trade shows are events that combine the best of traditional physical trade exhibitions and online platforms to create a unique and memorable experience for both virtual and in-person audiences.
According to Metrigy Research, almost 50 percent of corporate event participants prefer hybrid events to either in-person or online-only events. In other words, if you want your company to be seen by more potential customers and generate more leads, you need to participate in hybrid tradeshows.
However, a lot of planning and logistics go into setting one up. You need the technological support of expert event planners if you want to pull off the best online event. If you're putting on a successful hybrid tradeshow, you'll need various resources at your disposal. Tools like video streaming apps, high-speed internet, virtual event platforms, social media integration, analytics, and others are essential.
Choosing appropriate event technology is essential to provide a consistent experience for your online and offline viewers. To avoid having your virtual event become a hybrid disaster, keep things simple and use only one platform.
The most challenging aspect of hosting a hybrid event is figuring out how to keep two distinct sets of guests interested and involved simultaneously. Providing opportunities for networking and participation are two of the main draws of events. So make sure your virtual and in-person audiences have access to these networking features.
Utilize a system for hybrid event management that gives your online and onsite participants memorable encounters. Make it easy for both groups to connect through different mediums—for example, virtual networking solutions like video conferencing for one-on-one or group talks.
Your hybrid trade exhibition won't be a success until you take these steps. Leverage cutting-edge innovations made available by platform providers, such as next-generation audience interaction tools, real-time transcription and translation, and gamified content delivery.
Business cards, brochures, and handouts are essential to any successful marketing campaign. A brochure or other handout is a vital promotional item for any company. It's a terrific medium for letting the public know about your company's latest offerings and potentially attracting new customers. For your online participants, you can also create a digital version.
The challenge lies in persuading them of the advantages of hybrid events. During hybrid events, sponsors and exhibitors seek maximum visibility for their brands. So give the sponsors more chances to generate leads by letting them meet with attendees both in person and virtually.
Engage your participants by offering games, entertainment, and hybrid activities that real-world and online audiences can enjoy. These hybrid activities and events can give them more chances to network and discuss business.
Hybrid events aren't going anywhere because they still meet the needs of the industry. It provides a platform for companies, sponsors, and exhibitors to reach a global audience. Additionally, it gives a great deal of adaptability to their participants. People are able to take part in hybrid events either in person or remotely, which expands the event's reach and makes it more effective.
