Thanks to growing vaccination rates and the relaxation of COVID rules across many US states, ‘in person’ business exhibits and trade shows are rapidly returning in the second half of this year. I’m so excited that we already have dozens of live and hybrid exhibits planned, with more being added every week.
However, with so much change and more pressure than ever to deliver a brilliant audience experience, how do exhibition organizers deliver a hybrid event that gets results?
Here are my ‘hybrid hints’ for running a best-in-class hybrid exhibition this year:
Communicate. Align your communications and your safety measures with the venue and organizer – as discussed in our ‘Return to live’ report, pre-event communications have never been more important than they are right now. They let people know what is expected of them and what they can expect from you. Any confusion over this could reduce attendee confidence in your ability to safely manage your exhibit. For in person delegates, these communications should also give them a reason to attend – perhaps it’s to network with like-minded people or to see your product in person.
Don’t forget your virtual audience. Remember that the virtual element of your event isn’t just there because of COVID. Attendees we’ve spoken to have really valued being able to view and reflect on content virtually after the event. In some cases, having the virtual element even encouraged them to an event they wouldn’t otherwise have attended, regardless of COVID. The virtual exhibit will also serve you well for any international delegates who can’t travel yet, or anyone who wants to engage with your content in more detail once the show is over. A virtual presence doesn’t have to be an expensive one-off either, as we’ve proven with our own virtual congress platform, FOYAH.
Don’t rush your build. Give yourself enough time to plan your ‘in person’ booth – working closely with the venue and event organizer is key here. Protective screens for staff, safe storage of crew belongings within your booth, sanitizer stations and socially distanced networking are all important considerations. Likewise, you may need longer to construct your booth if you can’t have as many staff on site.
Show empathy. Be confident, but compassionate, as we return to meeting each other in person. Some delegates will be excited to be back, while others may be more cautious. You could reposition your monitors to face outwards, so that people can read the content at your booth, even if they don’t want to step in. Let people know they can review the content virtually if they’d rather not linger. By cleaning regularly or providing a virtual welcome pack, you’re not disrupting their experience, but you are showing them that their safety is your priority.
Have fun. Remind people why they love to meet in person. Of course, we still need to adhere to any COVID regulations, but let’s celebrate being able to chat and network over coffee again. You might replace your seating area with a standing area and ensure that the food and drink is served to people, but make sure you create those spaces where people can mingle again.
Hybrid exhibits are an exciting way to get us meeting up again. Good communication has always been vital, but now it can offer reassurance around safety and give people a reason to invest their time in visiting your booth. If you combine that great live experience that we have all missed with some innovative virtual content, you’ve got yourself a well-rounded exhibit. One that caters for the nervous, the tentative and the confident alike.