18 January 2022

Lessons Learned And Trends To Come – Exhibitions And Events In A 2022 World

This time last year, the events and exhibition industries were caught in the pandemic whirlpool – spiralling round and round, and experimenting with a variety of unfamiliar solutions to not only survive, but to thrive. Mistakes were inevitably made, but we did make it back to the light. With Covid not quite the out-of-control teenager it once was, but still giving us some occasional back-chat, the pandemic adaptations that events embraced may well be used for a while to come. However, whilst the future looks to be a mix of virtual and physical events, one thing is for sure, exhibitions and events teams are now ready for anything. So, we’re going to do a checklist of 2021’s lessons learned, followed by a peek into the crystal ball for the year ahead.

Liz Quinton, Senior Director at CWT, ran through her top seven lessons to live by for Hospitality Net, and it makes for interesting reading.

 

Lesson 1 – Risk Management is King

With worldwide Covid-19 rules changing daily across borders, events teams need to be ready to adapt to ever-evolving circumstances. Businesses must also make clear guidelines to protect clients from financial loss due to Covid, or any other unforeseen risk factors.

Lesson 2 – Safety and Security of Attendees

Make a list of preferred suppliers, and keep on top of attendee tracking, safety and security

Lesson 3 – Virtual and Hybrid are Permanent Fixtures

Now that this duo is a reality, we’ve not only learned to live with it, but thrive.

Lesson 4 – Be Ready for Anything

Get policies in place so your team can handle virtual and hybrid events seamlessly. We already know anything can happen. It has. We’re ready!

Lesson 5 – Mental Health isn’t a Policy Document

Not everyone has thrived in these challenging times. Keep an eye out for colleagues and clients. And the boss!

Lesson 6 – Maintain and Build Trust

Dealing with disappointed and frustrated clients is 100% easier if they trust you’ll handle problems and always try to do the right thing. Then they’ll do the right thing by you.

Lesson 7 – ‘C’ is for Communicate, ‘E’ is for Empathy

Communication that works always incorporates empathy for individual circumstances. In a crisis it’s essential. Put robust crisis management solutions in place that bear this in mind.

So what’s hot, and what’s not? Here’s our Top 5 countdown

No.5

We’ve said it once, and we’re saying it again, hybrid and virtual events are here to stay. They’ll also become more frequent. But the big money is on better virtual networking opportunities, richer data, and improved experiences.

No.4

Improved ways of maintaining and dealing with employee mental health. Workers who feel warm and fuzzy at work will spread the word. Fact! And that gets businesses the pick of the candidates. Fact!

No.3

Live events will include more unusual additions in their schedule. Now that organisers have found their feet, they’re back to thinking outside the box.

No.2

This one goes hand-in-hand with lessons learned. Health, safety, and security will remain the priority, with new innovations to come.

No.1

Sustainability will be even bigger news. There are so many innovations surging in from every direction, that every business in every sector is being not only affected by it, but doing something about it. The events industry in 2022 will embrace sustainability with open arms. We’ve already talked about it here – what are your plans?


Recent blog posts

Architectural Façade Face-Off – Unusual Exteriors


Just like people, buildings have personality – and in the charisma stakes, bland gets booby prize. Blending-in is fine, elegant yet aloof gets attention, in-yer-face will get a marmite reaction, while charm and originality make the world a better place to live in. With this in mind,… Read More

View more

Motion graphics is not just for the movies. Graphic designers take note…


  Motion graphics is fast becoming a graphic designer’s most valuable tool, so ignore it at your peril.  A recent survey from Salesforce Research revealed that up to 80 percent of customers value  innovative and interesting brand marketing as much as its products… Read More

View more

Exhibitions and Marketing – the post-pandemic dream team


Our recent article about experiential marketing highlighted exactly why our post-pandemic freedom has awakened the beast – that fundamental yearning in most of us to interact. And after a whole lot of digital-only hook-ups, the exhibition industry has gone from nought to 60 in its efforts to give… Read More

View more

Unreal Engine 5 – more real than ever!


We hardly have to tell you what happened on the 5th April just gone, do we. Yep, it was the launch of Unreal Engine 5.   This beaut from Epic Games has capabilities that put it in a whole different ballpark to Unreal Engine… Read More

View more

Interior design and the new office reality


Gone are the days of drunkenly shaming your backside on the company’s photocopier – since the first lockdown hit, we’re hardly in the office long enough to qualify for a name on the door. Forbes recently investigated how hybrid working is the most likely outcome of the pandemic. Read More

View more

Marble Arch Mayhem – Challenging Sustainability


UPDATE: Since writing this blog, the replacement of the M&S store in Oxford Street can proceed after the mayor chose not to intervene. To read our thoughts at the time, continue below. The London Mayor Sadiq Khan has recently found himself in the middle of a right old architectural… Read More

View more

Q&A with mustard FX divisional leader James Newman


James Newman – Divisional Lead – mustardFX Motion Picture | Gaming | Animation | CGI | VFX    Why the refresh?  I made the decision to rename the division from VIZ –> FX to align with our journey and expansion.  … Read More

View more

Traditional marketing needs digital skills – and here’s why…


Traditional. Yes, that word. It doesn’t create a buzz of excitement, and it’s not new and shiny, but nonetheless in marketing, it works.   Just last week, Forbes reported that “direct mail campaigns still deliver the most bang for your buck”. Read More

View more

Contracting through a recruitment agency – what you’ll need to know


So you’re thinking about becoming an independent contractor? Well the good news is that this is a very lucrative market in all sectors of the Built Environment, and it’s tempting a lot of professionals to take the plunge. If that includes you, the first thing you need to decide… Read More

View more

Experiential marketing – success strategies, Netflix and ice cream


If anyone needs reminding why experiential marketing is so powerful, you need to get in your TARDIS, and punch July 2019 into the time-ometer, destination Burbank, California. With any luck, you should open the door to find a Scoops Ahoy ice cream shop, and one of the most… Read More

View more