There is no denying that COVID-19 has completely transformed the world. There are a number of things we now do differently that will probably become part of our new ‘normal’, even when the pandemic is under control. For the business world, the everything has moved from face-to-face, to digital. Meetings are all held online, and even our networking and events are done through a computer screen. But with the vaccine giving us a light at the end of the tunnel, the discussion has moved on to what will happen when the world opens back up. Will networking, exhibitions and events return to face-to-face, or will they stay online?

Event Technology

If you’d said the words ‘online exhibition’ 2 years ago, you probably would have been laughed out of the room. Because while they did happen, they were usually done in conjunction with real in-person events, and they weren’t often done well. But as the pandemic spread, many conferences and events were forced to move to virtual systems, and solutions had to be found. Now alongside Zoom (which has become a household name during the pandemic), virtual event platforms like Socio, Attendify and Eventcloud have been developed and improved to cope with the new demand. These platforms allow participants to connect from the comfort of their own home, and have been enhanced with features like robust registration, networking, chat and attendee engagement. Along with everything else, COVID has thrust virtual connectivity tools into the spotlight, and thanks to some quick moving companies, virtual events of all types are now almost seamless. So, from that side of things, exhibitions and networking events could easily carry on in the digital space, either separately or alongside in-person events. In fact, some organisations have said that they will continue with online-only conferences even when everything is back to normal

Time Sink or Value-Add?

One of the bigger benefits many people have seen from meeting online is that they can get so much more done. Even with ‘Zoom fatigue’, the lack of travel time, time spent ordering coffee etc all means we can get more done in a workday than if we were meeting in-person. This can mean more meetings, and more clients for business owners needing to make a sale. The technology has allowed us to really hone in on what needs to be said, and our meetings have become much more efficient because of it. So where networking might have seemed like a ‘time sink’ to some in the past, the move to digital actually means you can get more value for money. Make new connections, have in-depth discussions, and get to know people on a more personal level, all while sitting at home. There’s no denying that the time saved could be incredibly valuable to business owners, which might encourage more to stick with virtual events on a more permanent basis, or balance them with in-person ones.

The Human Factor

One thing we can’t forget is the human element to all of this. Above anything else, being isolated for over a year now has shown us just how much we need to connect with other people. There really is no replacement for being able to meet someone face-to-face, shake their hand, and have a genuine conversation without internet lag causing problems. There is so much missing from online meetings in this area – like the 93% of communication that’s nonverbal, and instead done with our body and face. That’s one of the reasons you always feel tired after an online call – your brain is having to work much harder to interpret what’s being said with all of those signals missing! Alongside that, our brains are hard-wired to crave human connection, and a computer screen just isn’t a substitute for that.

So, whether or not events will carry on virtually, we can say one thing for certain – in-person events will be back. We can’t be sure when, or in what form, but human beings need that connection, and for business owners who often spend long periods alone, networking events can be one of the best ways to access that connection. And that’s how we know that in-person exhibitions and networking events will return, one day. Of course, one option is to create a blend of online and in-person events, giving people the choice of attendance type, and creating more of a balanced attendance, and this may well be the way events evolve.

As a business owner, the key has always been to be active, but never has it been so important. With so much going on, the only way you’re going to stay in the minds of your prospects is if you put yourself there – and that means marketing and networking in a range of spaces. Networking and exhibitions might look a bit different in the months and even years to come, but that’s no reason not to jump in and get involved. If you would like any advice or support in marketing your business during these difficult times, or getting ready for a virtual exhibition, we would love to help. Just get in touch today to book your free consultation.