{"id":19602,"date":"2022-03-25T16:00:27","date_gmt":"2022-03-25T15:00:27","guid":{"rendered":"https:\/\/www.expoconsulting.eu\/?p=19602"},"modified":"2022-03-25T10:19:00","modified_gmt":"2022-03-25T09:19:00","slug":"2022-trends-worth-mentioning","status":"publish","type":"post","link":"https:\/\/www.expoconsulting.eu\/en\/2022-trends-worth-mentioning\/","title":{"rendered":"2022: Trends worth mentioning"},"content":{"rendered":"

End of 2022 Q1 approaching, this year was labeled by many as \u201cThe great restart for the Exhibition Industry\u201d<\/strong>. But how is the industry actually reacting<\/strong>? What is the underlying mood<\/strong> of the last few months? Is the market catching up with this year\u2019s new challenges<\/strong>?<\/p>\n

Let\u2019s give a close look at 2022 (and its trends!)<\/h2>\n

Our CEO and 32-year-in-the-market expert Marco Barozzi<\/strong> was interviewed by colleagues from the National Trade Show Alliance<\/a> about this year\u2019s trends,<\/strong> innovations<\/strong> and all that is worth mentioning in the trade fair market right now.<\/p>\n

To find clear answers about the present, we must first ask \u00a0the right questions<\/strong>: what is the ultimate purpose of a trade show?<\/strong> Why are companies exhibiting<\/strong> at an event? What are their goals?<\/strong> What budget do they have?<\/strong><\/p>\n

Face-to-face cannot be ignored<\/h3>\n

If those who have exhibited or participated in a trade fair are aware of the purpose that it covers, it is not equally obvious that there are many people who are aware of what happens behind the scenes<\/strong> in the days and months preceding the event and the amount of work necessary for its preparation<\/strong>. It is true that technology and digitization have invaded our daily life<\/strong>, both human and professional, but it is equally true that “face to face” meetings<\/strong> such as those held during a trade fair will never lose value<\/strong>: human beings desire real-time, in-person connections to live and share memorable experiences.<\/p>\n

This element has never been completely cancelled by Covid<\/strong> and it is strongly resurfacing in 2022<\/strong>, now that it has a chance to do so.<\/p>\n

In need of renovation<\/h4>\n

The focus of the community of trade fair players, both domestic and international, is on\u00a0 how the industry is changing<\/strong>, what needs to change<\/strong>, and what we can do to make changes happen<\/strong>.<\/p>\n

We know that the events industry has been static for many years<\/strong> and the Covid pandemic has served to remind us that it was inadequate for our times<\/strong>. Digitization and technology are becoming more and more important<\/strong>, which means that trade show and events have to evolve accordingly.<\/p>\n

Sustainability and innovation<\/strong> will remain key words in this regard.<\/p>\n

Critical issues<\/h3>\n

Speaking of challenges, this 2022 brings several<\/strong> to the table. Trade show operators and professionals\u00a0 will have many issues to face, especially companies that are bringing their events back to full capacity.<\/strong><\/p>\n

Regulations and legislation<\/h4>\n

One critical point highlighted by surveys is compliance with national regulations<\/strong>. Especially in Europe<\/strong> it was often difficult to navigate between the access permits to member states<\/strong> and the protocols for the organization of major events.<\/p>\n

However, there are several resources made available<\/strong> both by the European Commission and by specialized associations and exhibitions centers, which can help to understand rules and regulations: Reopen Europe, European Exhibition Industry Alliance<\/a>, UFI<\/a>, Global Association for the Exhibition Industry,<\/strong> to name a few.<\/p>\n

Travel restrictions<\/h4>\n

Travel restrictions and limitations on attendance<\/strong> to the pavilions due to social distancing protocols<\/strong> and rules (masks, temperature control, green pass\/Covid certificate, negative Covid test). However, this should no longer be the case<\/strong> as the health situation continues to improve.<\/a><\/p>\n

Effective communication<\/h4>\n

Directly related to the previous point: communication to visitors<\/strong>, i.e., being able to convey to attendees that it\u2019s again safe to participate in person at shows and events<\/strong>. Surveys carried out on subjects who attended trade shows pre-pandemic underline several reasons why<\/strong> a substantial chunk of visitors still prefers live events<\/strong> over their totally digital counterparts.<\/p>\n

Networking opportunities and greater comfort<\/strong> in doing business in-person are reasons that can be an excellent marketing lever<\/strong> to bring the audience back to walk the show floor.<\/p>\n

However, being able to convey this added value to the public will be crucial<\/strong> in order to tap into their enthusiasm.<\/p>\n

Hybrid channels: physical and digital<\/h4>\n

Another point considered critical both by exhibiting companies, which struggle to acquire the necessary digital skills<\/strong> \u2013 I think about SMEs, above all \u2013 and by visitors, who complain of limited involvement<\/strong>, is the use of online events<\/strong>. To address the problem and suggest a more gradual return to in-person shows<\/strong>, many organizers are promoting hybrid events, i.e., physical + digital<\/strong>.<\/p>\n

Hybrid events<\/h3>\n

When talking about hybrid events, it\u2019s good to bear in mind a series of recommendations<\/strong> to successfully use this rapidly escalating trend, which has its own paradigms and peculiarities<\/strong>.<\/p>\n

What will the winning format for hybrid events be? None can really say, because the market is constantly changing<\/strong>. For this reason, companies need to start working with maximum flexibility<\/strong>, a mindset ready for the unexpected and industry experts both in person and online. Digital has made certain marketing dynamics much clearer and measurable<\/strong>, as data has come to represent a gold mine<\/strong> in the hands of those able to turn it into valuable information<\/strong>.<\/p>\n

Embrace change<\/h3>\n

A 2022 full of challenges<\/strong> and trends<\/strong> worth keeping an eye on, a continuous flow of news and transformations<\/strong>: the key for professionals is to embrace change, understanding why it is happening and what to do to be kept updated.<\/strong><\/p>\n

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A 2022 full of challenges and trends worth keeping an eye on, a continuous flow of news and transformations: the key for professionals is to embrace change, understanding why it is happening and what to do to be kept updated.<\/p>\n","protected":false},"author":2,"featured_media":19592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[115,121],"tags":[129,128],"class_list":["post-19602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expo-consulting-answers","category-trade-show-marketing-in-a-nutshell","tag-exhibitions-and-events","tag-trade-show-marketing"],"yoast_head":"\n2022: Trends worth mentioning - Expo Consulting<\/title>\n<meta name=\"description\" content=\"Marketing Fieristico: Quali sono le fiere pi\u00f9 importanti di un settore? E come ci si presenta in fiera? 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