Despite the rapid vaccine rollout in Florida, most industries are on a path through
slow recovery. The impact made by the coronavirus will persist into 2021. What this means for trade shows is that things are not going to change till the end of the year. With a rise in cases and different states reacting by locking down their county and canceling events.
The fear of infection is still present, so trade shows need to jump start and update their practices until everything normalizes. That will go a long way to reduce a lot of anxiety that attendees and companies might have about trade shows.
Virtual Events and Booths
Event cancellation is something that exhibitors need plan. Since spikes in cases are unpredictable and there no way of knowing when an event can get canceled. So exhibitors have to don the hat of a disaster management specialist and have a contingency plan for cancellations.
A virtual event is good way to keep your trade show appearance going, despite cancellation. Most Orlando exhibit companies have the technology in place to copy your physical trade show booth into a virtual platform. A virtual booth doesn’t need to be an expense either, since you can choose to use if for your digital marketing initiatives in the future.
Hybrid events using contact-less technology
Technology has become a real boon for the function of every industry, even trade show events. Virtual events and virtual booths are on the rise, but it’s not going to be the only way going forward. Trade shows and business conferences are still in demand, despite the anxiety and the momentum for live shows is building. Since they offer one on one opportunities that cannot be perfectly replicated by digital technology.
Rather, technology has to be used in collaboration with events. Wireless technology that connects smart phones, motion sensing sanitizer dispenser stands, proximity sensors that enforce social distancing. All of these allow for a contact less experience at the event.
The risks involved in getting together more than five people together for a conversation, has forced event organizers to improve their information architecture skills. Contact less information counters are a must to help attendees navigate the event and booth safely. Expect floor decals and a lot of signage at trade shows to strictly guide an attendee’s route and trade show experience.
Its critical for the trade show to maintain its emphasis on safety. For that communication lines are the key. Digital teams are assembled, to work around the clock to ensure that critical messages are delivered to teams, companies, organizers and attendees. Automated systems or smart buildings are used to provide updates to attendees directly to their phones. Teams on the floor are drilled on communication and engagement protocols. With action checklist in place for teams to escalate the situation to their superiors on time.
Companies are engaging in diverse channels to promote their trade show appearance show or event in Orlando, that’s going to be norm till the end of 2021. Digital marketing utilities such as push notifications, email marketing, social media branding, QR codes, NFC tags, proximity marketing, with serve as the new arena for engagements with the prospects. A consistent digital presence is how any business can expect to give that personal touch to visitors and prospects, until it face to face interaction becomes normal again.
Read here – Tips for international exhibitors.