Innovation in 3rd party events

Events have been faced with a mammoth upheaval during the Covid-19 pandemic. Content and Conference Producers are still working through new formats, structures and deliverables. The group, therefore, felt that there was still a long way to go for innovation in the virtual world. There were a wealth of important questions brought to the forefront and those working in events marketing are still working their way through them.

Notably: How can marketers truly drive value in the virtual sphere?

Are 3rd party events still of value?
Large trade shows have been questioned for years by many marketers in the value they truly deliver and with a pivot to virtual this question becomes even starker. Regulations have now been formalised for large exhibitions which include one-way systems and ways to engage in a Covid-safe manner. However, there is still a big question mark around if the events can be safe without their trademark tactile nature, and will this ever return? With expo booths not yet delivering in the virtual world what will be next for the big expos of the past?

Can a ‘Rockstar’ event ever live up to its live iteration?
There is, of course, huge potential in attendee numbers with the shift online, but these events have historically delivered so much more than simply delegate numbers, which is currently proving difficult to replicate virtually. We have seen Rockstar events moving to more of a broadcast format, reaching incomparable audiences with high-level presentations and panels. However, the 'Rockstar' element doesn't just come down to content and the industry is waiting to see how the likes of CES and SXSW deliver innovation in a virtual setting.

Overall, the industry is in real need of impactful innovation and while there have been initial wins in a quick pivot to virtual, true innovation is still pending. The group's expectations had been for tech innovations which truly transform an online forum from the stereotypical webinar into an immersive virtual experience that can rival the physical event.

It has only been 5 months since the first European event pivoted as a result of Covid-19 so there are undoubtedly exciting innovations on the horizon as this short interruption becomes the 'new normal'. The merging of technology with events has huge potential and is an exciting opportunity. What happens over the next 12-18 months has the possibility to be transformative.