Marketing Monday – Physical events and trade shows, are we ready?

We are allowed to go again! At least for now, on to physical events and trade fairs where we can meet each other live again. In the Marketing Monday of November 3, we sat at the table with

Niels Braams from Würth Elektronik, Andrea van Loon from Euro Manchetten & Compensatoren and Rob Valent, Managing Director ATS Benelux and Ronald ten Boden from FHI. Together we were able to take you along in a round table discussion and we provided insights into the current situation and (possible) future developments.

Physical fairs and events – something we may be a bit hesitant about these days. Or not? More than 60 percent of event makers have already organized a physical event recently. The feeling is generally the same. At first, the visitor is hesitant, it takes some getting used to and exciting, but soon it feels like old times again. Only people remain alert to shaking hands and are happy to use the alternatives, which occasionally results in hilarious situations. Since the corona check app has been put into use, it has been noticeable that more visitors come to a live event than with the 1.5 meter rule at the time.

If it is just about sharing knowledge, we see today that giving a webinar is an excellent means of communication. The advantage of no travel time is great; following one session is easier to plan between work. It is striking that many new visitors are attracted to these online knowledge meetings, which you would otherwise not or hardly see at a physical event. In the beginning, young people in particular seemed to be more attracted to webinars. But we soon saw the older target group follow.

A live event is often used when it goes beyond just sharing knowledge. When it comes to networking, a live event is a much better instrument. Visitors like to be physically together. Tools that have been tried many times, such as online speed dating and network carousels, are a nice gadget but work less well; you really only have a coffee chat while enjoying a cup of coffee. Online training is also difficult, here too a physical training is preferred. Also because you learn a lot from the people around you during a training.

The networking, the surprise effect and not to forget the “hold on for a moment”, because we remain techies, remain factors that make the use of a trade fair as a means of communication distinctive. In order to create a good atmosphere, it is important, according to the followers and speakers, that there is no 1.5 meter measure. Fortunately, September seems to be a good month where the corona measures are often somewhat more flexible. We are looking forward to September 2022, when the World of Technology & Science (WoTS) will take place. Registration for participation is open and together we will make it a great fair.

The outlook for organizing live events and trade fairs is positive. People are indeed ready to participate in a trade fair or event again, but above all do what you feel comfortable with. Stay healthy, stay in touch. Digital or live.

The conversation also provided a number of tips that you can take with you when participating in or visiting your next event.