Through the doors – the importance of attending live events again
(Posted on 22/09/21)
As the UK slowly rebuilds the confidence to hold live events, exhibition halls are once again opening their doors to attendees. Whether appealing to a B2C or B2B audience, many businesses and customers are breathing a sigh of relief that they can return to in-person events.
Our client, Abbey England, recently exhibited at BETA International 2021 at the NAEC in Warwickshire from 9 - 14 September. This was the perfect event for Abbey England to showcase its vast range of product components required by the craft and trade industry attendees to create their equestrian, fashion or pet products. We were thrilled to be able to visit the event in person and support them.
Take a stand
Although some may still be hesitant to brave the crowds, there are three key benefits of attending in-person events and exhibitions again, for any sector:
- Reconnect with customers – In-person events are the perfect opportunity to touch base with your customers and clients. It not only shows that you are still there for them as a provider, but also adds the human connection we’ve all been lacking with businesses over the past year, where nearly all interaction has been made online.
- Create new customers – By promoting your products or services, and discussing people’s individual or business needs, you can open up a new conversation which could lead to converting them into a customer of your business. This may be someone who has never have thought of – or heard of – your brand before.
- Network with new business contacts – Likewise, you may meet other like-minded business individuals at an exhibition or event, who can help you improve your offering or services, who you may never have been able to converse with otherwise.
Size isn’t everything
Some national events are returning, but on a much smaller scale than in previous years. However, this isn’t necessarily a bad thing. At larger events before you may have felt that you were being pulled in every direction at once, trying to speak to every person who visited your stand. Now, smaller intimate events can create longer, higher quality and dedicated conversations, which may be more valuable than having had tens if not hundreds of short conversations over the course of a full-capacity pre-Covid exhibition weekend. Attending these smaller events, therefore, might be more effective and powerful for your brand.
Set the date
There are multiple live exhibition events planned for nearly every sector up to the end of this year. Here are just a small selection of upcoming ones:
- 24 - 26 September – National Homebuilding & Renovating Show (London)
- 3 - 4 October – Olympia Beauty (London)
- 5 -7 October – UK Construction Week (Birmingham)
- 3 - 4 November – CIPD Annual Conference & Exhibition (Manchester)
- 10 - 11 November – Farm Business Innovation (Birmingham)
- 7 - 8 December – FOCUS (London)
Best of both worlds?
Of course, not every event is occurring fully live. Some are still staying strictly online, at least for the short term, whereas others are offering a hybrid mix for both online and live attendees. Finding an option which works for your business, but also considers the personal safety preferences of any staff who might be manning an in-person stand, or stepping out of their comfort zone to virtually attend online, is vital to ensuring success for any form of consumer or trade event.
If you need assistance in creating an engaging stand for a live event, or need help considering how best to approach an online or hybrid event, speak to our team to see how we can make your business stand out from the crowd.