The Importance of Exhibitions Post-COVID-19

The Importance of Exhibitions Post-COVID-19

Lila Cailles


What is the importance of exhibitions after COVID-19?

  1. Revive brand awareness
  2. Refresh industry visibility
  3. Potential for B2B networking
  4. Employment opportunities
  5. Generate new leads


The prevailing COVID-19 situation has undoubtedly created a bleak outlook for the events and exhibitions industry. Moving forward, the industry is banking on the importance of holding exhibitions post-COVID-19 to soften the impact due to lack of economic activity.

Face-to-face interaction in business gatherings may be something that people consider a pipe dream during this time. As a result, those involved in the events industry have begun maximizing the use of digital platforms for hosting a wide variety of events which is largely due to convenience and safety concerns. Nevertheless, one cannot discount the importance of physical exhibitions in the aftermath of a global pandemic.


Revive Brand Awareness

A businessman talking about his company in an exhibition

This pandemic has inevitably resulted in a lot of industries going under the radar — this rings especially true for those businesses that depend on public interaction. Whether you’re planning on establishing a new business, or you’re an already-existing company seeking to refresh your presence felt after the virus, brand awareness is essential.

The great thing about exhibitions is that they’re one of the most convenient ways of learning about new companies and industries. These companies may not necessarily be able to make themselves known in the highly competitive and cutthroat world of digital marketing. Exhibitions are a way for them to establish themselves in the industry they want to tap into.

Though the exhibition scene after COVID-19 may have stark differences compared to what it was before, the presence of face-to-face interaction with the public can still go a long way in establishing brand awareness.


Refresh Industry Visibility

Exhibitions have long served as a platform for industries with niche markets. These are typically ones that manufacture and deliver specialized products and services. After COVID-19, there would also likely be a rise in the number of niche businesses that are hoping to respond to the renewed demands resulting from the pandemic.

Startup businesses need public exposure that they can get by participating in exhibitions and trade shows. For example, businesses that have creative innovative solutions for personal protective equipment need to be able to demonstrate efficiency of their product to the public through an industry event. The improved visibility will enable the public to appreciate and learn more about these companies and in turn, the latter would be more attuned to their perceptions, feedback, and demands.


Potential for B2B Networking

B2B networking in an exhibition

Many businesses are turning towards creative methods in their modern sales interaction with other companies. But technology can only do so much in creating lasting relationships between and among businesses. The role of exhibitions in the B2B networking process is still yet to be challenged by a formidable alternative.

The events industry has paved the way for businesses to foster communication and relationships with one another, as well as develop invaluable and lasting professional contacts. Exhibitions will serve a seamless method to achieve this once more because of the freedom of movement in exhibition centers however ascribing to the new protocols set by government such as social distancing, venue capacity and others.

Exhibitions also bring about a more relaxed environment for business owners and buyers. Sometimes, the most crucial business deals are struck not just in meeting rooms, but mostly too, in trade shows.


Employment Opportunities

Unemployment has undoubtedly reared its ugly head during this pandemic. Businesses were put into halt most especially in the events industry where a lot of stakeholders are involved. However, with the new memorandum that the Department of Tourism has released, events will be allowed again under MGCQ ascribing to set protocols. This is the best opportunity for industry practitioners to bounce back and have employment opportunities again.

Digital platforms may be a complement in staging events allowing more audience or visitors to view and appreciate the goods and services available in an event. More people can attend conferences or product demonstrations that are offered by exhibitors.

Exhibition events can, therefore, serve as convenient means for them to find new work opportunities. Likewise, growing businesses would also benefit from a fresh pair of hands to provide them with the service they require.


Generate New Leads

Two businesswomen in a meeting in an exhibition

Small and medium enterprises are just some of the hardest hit by the pandemic. Aside from the lack of consumer activity, clients have also been forced to pull out from their business relationships due to financial concerns.

Businesses who have lost important clients because of the pandemic would have another shot at generating new leads and other potential clients through exhibitions. There’s an opportunity for them to attract other businesses too who may want to collaborate and mutually benefit from new partnerships.


Key Takeaway

The state of trade shows and exhibitions post-COVID-19 may be different from how it was before. Safety protocols have been put together by the MICE industry stakeholders in collaboration with the Department of Tourism, and other relevant government agencies to assure the general public their safety in attending events.

The exhibition industry plays an important role in rebuilding the economy after COVID-19. It would help address many, if not all, concerns of several businesses struggling through this pandemic. Businesses would eventually begin thriving through an increase in exposure through exhibitions and business activities. In turn, they would be able to produce innovations that can address public demands while contributing to rebuilding the economy.

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