Photography | Powtech Frank Boxler - Thomas Geiger


A UNITED FRONT


predict the future. The US-based customer service expert Shep Hyken, who last year wrote an article for Forbes magazine titled The Comeback of Conferences and Meetings, says the industry has adapted well to using technology to create virtual trade shows which “can fill the void as we wait for a return to being able to get on a plane, fly to a major convention city, check into a hotel, meet a colleague for dinner and then brave the crowds at a massive expo hall”. He added: “There is no replacement for the ability to network with peers, meet with friends and make new connections. Speakers and demonstrations in the general keynote sessions, breakouts and workshops are part of the experience of an in-person meeting.


THE FUTURE MEANS A RETURN TO NORMAL “But it is often the side conversations in the halls and at meals that are the biggest benefits of the events. These will be back soon enough.” To showcase measures being taken to support the safe return of in-person meetings and events, the globally-represented Meetings Mean Business Coalition (MMBC) has been enlisting corporate executives, policymakers and meetings industry professionals to engage in critical conversations via ongoing virtual discussions. And the pan-European service provider exhibitionstand.com gave some early thinking on what it saw as the post-Covid expo: “The new- age exhibitor is all for creating an experience for the visitor. The future of trade fairs, as we see it, will wholeheartedly embrace the concept of creating an experience as opposed to exhibiting a product. The exhibiting experience will not be restricted to the confines of a booth, enabling exhibitors to create a larger than life image of the brand.”


POWTECH 2022 | EXPO | CLICK ON ICON


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