What is the future of (print) events?
Our recent FuturePrint Survey highlighted that virtual events are now one of the only ways to connect. And this is expected to grow as social distancing, business travel restrictions and health and commercial concerns continue. The impact on live events, and in particular large international trade shows is huge.
And we will discuss ‘What is the Future of Print Events’? Live today at 5.15. Register here.
We hope this is temporary, but will we see events permanently change as a result of COVID-19? Clearly, virtual events have seen a monumental rise in importance, largely as the event industry endures a temporary hiatus. Despite the postponement of in particular large trade shows from Spring ’20 to Autumn ’20, most people I speak to do not think that the likes of FESPA will go ahead this year. In fact, most people think that InPrint in March will see the first major opening of a trade show on European soil.
This all comes hot on the heels of the news that two large Drupa exhibitors, Xerox and Bobst, cancelling their booths due to ongoing concerns about health coupled with doubts as to whether attendance will be sufficient to warrant the continued investment. Who is looking to invest big time in equipment right now? Or indeed in 12 months time? But this news is not just a body blow to Drupa, it is a big blow to trade shows and events in general.
Don’t think for a minute that I take any pleasure in this fact. Both Frazer and I have a combined 45 years of service for events. We have had the pleasure of running events across the world. During this time we have had events that have run through revolutions, the threat of terrorism, transport strikes and now global pandemics.
So for events, we desperately want things to return to normalcy. Yet this doesn’t really exist. We are now the people that define this new world.
For the print sector, events, in particular trade shows, are the engines of commerce. New releases of tech are unveiled, people get to see, compare, learn, view, network and then buy. They are important, integral.
So what does this mean for the future of print events?
Are the larger trade shows declining in value anyway and is COVID-19 merely serving to accelerate change?
Is the model of the large trade show a fit for the middle-aged generation and not well designed for the younger generation that will be defining the future?
Do smaller curated events offer a better platform for the future?
Is the virtual event solve the problem and will this replace a large element of the live event format?
What role will trade shows play in the recovery once a vaccine is found?
We will be discussing this and more in the Crown VPress Virtual Pub and Discussion 5.15pm on Thursday 4th June.