What does the future hold for conferences, trade shows, and networking events?

The pandemic has impacted our lifestyles and the way we do business. One of the areas where it has had a significant impact is on conferences, trade shows, and live events.
People attend business events to learn, meet new people, and nurture relationships. Businesses use them to build awareness, educate attendees, generate leads, and establish thought leadership.
When it was not possible to have face-to-face events, some were canceled and some went virtual. 
How well do virtual events work?
​Are virtual events the way of the future?

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To add to my research and observations, I asked a group of experts – individuals that frequently attend or host events -- to provide their perspectives and experiences with the virtual format.
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​Overall, there are many positive aspects of virtual events:  

​1) The potential audience is expanded
The ability to reach a wider audience was a positive aspect I heard most frequently – virtual events are not restrained by geography – opening up a wider world for both presenters and attendees.
Speakers could present from their home offices (or anywhere where there is a strong internet connection) and attendees faced lower barriers to participation. Online events typically cost less to produce and attend (some even waived the ticket price), and there are no travel costs, which is good for start-ups, small companies, or any organization with a tight budget.
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​“Virtual events can be more inclusive and flexible – with an exciting potential to expand the audience and adapt with empathy to people’s preferences and styles.”  Candice Miles, Strategic Account Lead, TEKsystems
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 “I believe having events virtually broadens your audience that you would not have ever met or seen before if it were in person.” --  Sherri McManus, Chief Operating Officer, The Lou Everett Group

2) More Efficient 
Because you have the convenience of participating from home or office, virtual events are less disruptive of regular work schedules as even local events require travel time. And for events with more than one speaker, it is easy to "zoom" in and out, viewing  just the most relevant sessions to attend. 
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“I liked that I could pick and choose topics easily, watch them on a faster speed, and not lose content by doing so. It’s efficient.”  -- Lilly Ferrick, Stakeholder at Lilly Ferrick LLC
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​3) Networking is different but better in some ways 
Networking was still possible via breakout rooms or chat functions. For many events, it is easy to see who is attending and to message another attendee that you want to meet. For some, this is easier than walking across a room and striking up a conversation.   
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​“I find virtual events more rewarding. Connecting with people has become much easier. If there is an individual I want to connect with, we can have a mini-private conversation in the chat. It honestly breaks down any feelings of the “Awkward Hello” for me.”  -- Joe Novara, Speaker, Coach, and Author           
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Virtual events can also have an equalizing effect – people who are smaller in stature or who have softer voices sometimes struggle to be heard, especially at an event or meeting with many people or ambient noise.  Since there is no sound in a chatbox, and you can position yourself the way you want in front of the camera, everyone is equal. And for some people it is easier to ask questions in a chatbox than in front of a group, helping to increase interaction between audience and presenters and enrich the learning experience. 
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​What is Missing from Virtual Events? 

1) Social interactions
Not surprisingly, those who mentioned they were extroverts missed the casual exchanges, happy hours, and lunch/dinners after the event.
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2) Spontaneous interactions and humor
It’s hard to have those chance encounters in the hallway at a virtual event as well as there is less opportunity for spontaneous ideas to hatch when having a casual conversation during meeting breaks. Additionally, spontaneous humor and comments that add to meetings and lightens presentations may not be picked up (or the participants are on mute). 

​Are virtual events more or less rewarding? 

​Most of the respondents thought that the virtual events were either as rewarding or more rewarding as face-to-face events.

​In some ways, the one on one/face to face (via computer screen) focused time and attention on that individual. It’s different from being in a room or exhibit hall with multiple people walking around distracting you from really communicating. For an extrovert, it was less rewarding as there weren’t enough people to talk with and see, even if it was just a handshake (that won’t be happening again for a long while) and a slap on the back. But the one on one connections were more rewarding -- really listening and focused.  -- Chris Matheus, President, Matheus BD Connections, LLC
 
Most of the time I like it better. If it’s educational, I can take better notes, if it’s social, I can reach out to someone more easily than when in a group in person.  – Robin Thomas,  Business and Lifestyle Coach, Living Well Connections  

​How do you think the current situation will impact the future? 

​For forward-thinking organizations, it already has – for example, PMMI, who produces Pack Expo and Healthcare Packaging Expo, is incorporating virtual technology to accommodate individuals who will not travel to their November 2020 show. And if conditions are not safe, they have plans to convert to a fully  virtual format.
The people I asked agreed with this:

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​“We will definitely see an impact. Virtual events are here to stay. Companies were already trying virtual conference events before COVID. Personally, I can’t wait to get back to in-person events. I crave the interaction but going forward my calendar will be filled with a mix of both. I’m curious to see what new virtual innovations are in store for us. Platforms like Zoom provide great features but just imagine what these platforms will look like a year from now. I have faith in the innovators.” – Tricia Lucas, Founder of Lucas Select and Alliance of Women in Tech Leadership

“This has been a very disruptive event which is showing/teaching us to try other methods of sharing learning, solving common business problems and networking and it will change how companies budget for, participate in, advertise and exhibit at for a long time. --- Chris Matheus

“Live events will return but, even once there is a vaccine, live + digital events are here to stay. In other words, live events will also have an online version that has been dubbed as a “hybrid event” for those who are unable to attend the live event. The bottom line: The more eyeballs event producers can attract, the better.” -- Bruce Bassin, Sponsorship Sales Manager, Ivory Star Productions

“I think there will be a permanent change. Virtual as a strategy won’t fully replace live events, conferences, and/or networking by any means. However, it will be far more integrated into how these activities are conducted. It’s exciting to think about how these events can be more tailored, open, and innovative in the future.” – Candice Miles

​To sum it up: 

​For both now and in the foreseeable future, virtual platforms offer many positive aspects for hosting your business events, showcasing your strengths and connecting with your target audience.
And it appears from all of the positive feedback that even when it is safe again to hold in-person events, they most likely will take a hybrid form that uses virtual technology to enhance and customize the attendee’s experience.

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