A new report by exhibition stand design and build company Display Wizard has shown the affect of the global pandemic on the exhibition industry.
The report examined how exhibitors’ responses had changed because of the pandemic, to find out whether they would approach trade show exhibiting in the same way.
The report showed some interesting findings that shows that in-person events are alive and kicking despite the shift to more virtual exhibiting during the pandemic.
The key findings from the report showed that:
- 95% of exhibitors prefer ‘in-person’ to ‘virtual’ events.
- 65% of businesses said that in-person trade shows were an invaluable part of their marketing strategy.
- 55% of event marketers saw a reduction in new business caused by the pausing of trade shows during Covid-19.
In-Person Events to Bounce Back in 2022
For many businesses, trade shows are a vital part of their marketing strategy due to their unique ability to bring key decision makers from across the industry into one room at the same time.
During the pandemic, many virtual events were set up but it seems they don’t have the same impact as face-to-face events.
Most event marketers (59%) said they were planning to exhibit at more events than previously in 2022 showing the enduring appeal of trade events.
Trade Shows Need to Adapt to Stay Relevant
Despite the continued importance of exhibiting, many event marketers expressed the need for trade shows to innovate.
35% of respondents said that trade shows needed to change to stay relevant, showing that virtual elements could be incorporated into the format in future, perhaps with pre or post show networking done online.
Many respondents also expressed the need for Covid-19 safety measures to be implemented including the following:
- 85% wanted hand sanitiser
- 50% wanted mask wearing
- 42% wanted social distancing
You can read the full Covid-19 trade show report here.
