Bob McClintock (Pictured), executive vice-president of convention centres at ASM Global, anticipates a swift return to face to face
After two years of curtailed in-person events, the world is ready to get back to face-to-face contact. This is not only apparent in the live entertainment events sphere but also in the exhibition and trade show industry. Conventions and trade shows are a proven and invaluable vehicle to conduct business. The past two years have renewed the belief in face-to-face contact as vital to engaging with both peers and customers. With its vast portfolio of convention centres across the globe and a strong footprint in the exhibition space, ASM Global is anticipating positive trends and developments in this sector of the live events business in 2022.
We know that people want to get back to in-person events and the desire is driven by more than just ‘cabin fever’. Exhibitions and trade shows provide the ability to connect directly with others and share peer to peer encounters, which improve both relationships and business dealings. These in-person meeting opportunities also offer experiences that, despite advanced technology, can’t happen in the virtual world.
Smaller shows, but high productivity
Will things be the same as pre-pandemic? Of course not. From what we’ve learned, attendees are placing a higher value on networking than education and training. That alone reflects the desire to to meet and interact with other people and deepen relationships through face-to-face exchanges. We do expect shows to be smaller in 2022. Although some companies will send fewer representatives, the key decision-makers are expected to continue to participate, driving business productivity on the trade show floor.
Attendees will have higher expectations of the events they attend. Venue cleanliness will be a priority and attendees will expect to see visible signs of cleaning, as well as visible venue health and safety protocols and adherence to those standards. Cleaning and safety initiatives like the ASM proprietary programme, VenueShield, provide the highest levels of safety and security in alignment with approvals from local government officials and health care experts. Those are vital considerations for attendees.
Attendees will continue to expect high levels of customer service despite the staffing and labour challenges that have emerged during the pandemic. Both exhibitors and attendees want and expect amenities, even if they look and feel different. The delivery of foods and beverages within venues will certainly shift to more packaged grab-and-go food with added options to eat and network in larger, open spaces. But quality will still matter and extra levels of planning for the space configurations will be required.
Research into customer and exhibitor habits and monitoring the customer experience in real time will play an increased role in 2022. We rolled out a robust CX platform to engage with customer/exhibitors/attendees pre, during, and post attending events in our venues. The attention to customer preferences – what works, what doesn’t and what can be improved – will be an ongoing and evolving process as we move through 2022 and beyond.
We are testing ‘in the moment’ guest feedback in all our venues. The goal is to know immediately what works and what doesn’t, providing the ability to learn, adjust and improve.
The coming year will certainly have challenges in both planning and execution, but we believe a return to in-person events will provide satisfaction for both exhibitors and customers. It may look different but the benefits of in-person business contact will remain.
ASM Global is a leading producer of entertainment experiences and in venue and event strategy and management. The company’s venue network spans five continents, with a portfolio of more than 325 arenas, stadiums, convention and exhibition centres, and performing arts venues. asmglobal.com
