It’s time to take measures into our own hands! The world is upside down, and the corona crisis asks for big adjustments from everyone. The event industry has been hit hard: events are being postponed without having a clear sight of an alternative date. We are dealing with cancellations for projects that we have been preparing for months. It has resulted in a 3,5 billion euro loss of revenue in the global event industry. But now we say: enough is enough.
How do we go on?
We want to bounce back even stronger and that forces us to think creatively. The first exhibitions in September have already been cancelled. Something has to change in our way of working, that’s a given. But how do we go on? We are bound to the measures that are being applied by the government to control the corona virus. And it’s not just the measures coming from the Dutch government that we are dealing with. We work with exhibition organizers all over the world, and the measures are different in every country, and sometimes even in different states within a country.
There are three scenarios that we should take into account.
Scenario 1: the industry starts up again in September. But how will this go? Our expectations are that the world won’t be corona free, and the government will have decided on some measures accordingly. We consider this a realistic scenario since some countries and regions are already starting up preparation for scheduled exhibitions and events. Germany for example has taken a big step by letting each federal state decide for themselves whether they allow trade fairs to open. Also, trade fairs are no longer considered to be a part of the category big events. Another example: Brussels Expo has decided to tackle the corona crisis by equipping their spaces with germicidal air purifiers. Still, to start up successfully everywhere, precaution measures need to be taken. Such as wider aisles, one and a half meter distancing, masks, visiting shifts, traffic flow management, et cetera.
Scenario 2: the industry as we know it, will be closed until the end of the year. We consider this unlikely, with adjustments like a maximum number of visitors in different time slots it will be possible to host events.
Scenario 3: the industry will never be the same again. In any case, we need to think of a different way of working. And that is exactly what we’re doing. We are in contact with our partners, customers, exhibition managements and branch organizations every day. At the moment, we are researching several alternative working methods which can be implemented within a short period of time. Please share your wishes, plans and goals, so we can brainstorm and surprise you with our creative and constructive ideas. Just some food for thought below.
Alternative 1: interactive stands. An interactive stand provides the same features as a ‘traditional’ stand, for example interaction with the exhibitors, provision of information and the option to play video and audio fragments. But interactive stands have more options. Would a visitor like to read more about a certain product? A direct link could take them directly to the website they need.
Alternative 2: roadshows. All products are on display in a converted truck, which will be driven to a location of your choice. Visitors are allowed to enter in small groups. Click here to see the roadshow we organized for modern car parts company Aptiv.
Alternative 3: private customers events. Instead of going to an exhibition to sell your projects, the exhibition comes to you. We use stand elements and display your projects in your office or at another location of your choice. Together with you we can design your own permanent or temporary exhibition center, like we did for CGM Koblenz.
Alternative 4: reorganize your office. We have plenty of ideas and a lot of experience in office interior design. Let’s brainstorm together on how we can adapt and optimize your office situation to the new situation.
Brand new start
With these alternatives in mind, we remain positive about the future of our industry. From now on, we will start enrolling our new working methods with the same enthusiasm as before. We are already brainstorming with several clients about new projects, and the first arrangements have been made. Full steam ahead!