Why exhibiting now is more important than ever

Whilst we have all had to adjust to the impact of the pandemic in the last 12 months, not all businesses have stopped exhibiting and sponsoring, choosing to redivert their efforts to virtual events.

This has had mixed reviews recently but there is a common theme, most elaborating on the functionality of the chosen platform (and apparently there are over 200) and although it may have been a painful experience for some, I wanted to share a different view.

Whether we return to physical events in the foreseeable future is a question we are all asking, and we have to take into account that not all countries will recover at the same rate.

Some of us predict these will first transition to hybrid versions because like fully virtual events, these allow participants to connect with people that are now far more accessible than they were before. Accepting that there will be various compromises to be made when we do eventually return to meeting in-person.

For those of you currently sitting it out or those who have already experienced virtual events, please read on as regardless of the way the event is delivered, there are still questions that you should be asking yourselves as a prospective exhibitor and to your event organiser to help you make the decision to exhibit.

Most companies choosing to exhibit know that it is not just about costs or the features and benefits that the event offers. It is more about the time and input from their own colleagues, if the timing fits with any product launches and the expectation of who will “see them on-screen” or who takes the time to visit their stand.

 ?Who are your target companies as customers?

 ?What are the disciplines of contacts you normally engage with?

 ?Where are these contacts likely to be based?

Is the audience (including speakers or exhibitors) those that you would like to relay your industry image and value amongst and to? Insist on seeing either a past delegate list or the latest list of current participants from the event organiser to aid your decision.

By the same token, your event organiser should be interested to find out the answers to the above questions and motivated to help maximise your presence. After all, if there is an opportunity for them to introduce you to a key contact at the event, they would want to know what you do.

It is important to us as a not-for-profit trade association to extend our gratitude to sponsors and exhibitors with focus on who they want to meet, why and the solutions they have but this is for mutually beneficial reasons.

First and foremost, it must be a worthwhile experience for the exhibitor. Return on investment is not just about how easy the event format is, how many views there were on a LinkedIn post, where their logo appears or how many companies attended. Costs to exhibit virtually are typically much lower than physical events but the exhibitor still needs to prove it was time and money well spent.

Secondly, there must be compelling reasons for companies to attend, especially when the philosophy is to connect the buyer and supplier communities together. Buyers need to feel inspired to take the time to attend (whether that be through presenting supplier strategies or visiting the exhibition) and without examples of relevant solutions, investment in the exhibition is questionable for presenters once they have delivered their slides.

Virtual exhibitions work only as well as the brief to all of those participating and then how each company applies themselves to the task in hand so that they can take best advantage in the time, before during and after the event.

Having been entrenched in supporting exhibitors and sponsors to adapt to virtual events recently, I can ascertain that those who do polish their elevator pitch and commit the time required get the most out of the event.

There are some hints and tips if you are exhibiting, that are just as relevant at virtual events. Whilst we cannot sense the atmosphere as well as before, we can still apply ourselves to get the most out of the experience.

·        Focus your messages on solutions for relevant industry challenges, not about your company or products.

·        Quality is better than quantity – ask your event organiser for help to steer key contacts to visit you and a compelling reason why.

·        Visit other exhibitors – it takes no time at all to show interest in others and you may discover new opportunities.

·        Whoever you are speaking to ask other attendees what their biggest challenges are right now, you never know where it might lead! 

If you would like to find out more about how the EIC can help your business or further insight, please get in touch.

https://www.youtube.com/watch?v=rxzoUjuk77s