Stuttgart, September 10, 2020. The event industry is in the midst of upheaval: In 2020, not only were the majority of events cancelled, but also a large number of new event formats were created and old structures rethought. But what does the future of B2B and B2C events look like: “Back to normal” or rather towards a “new normal”? In this interview, Sebastian Wiese, Managing Partner and event expert at follow red, explains which event trends B2B and B2C companies should consider for 2021 and what advantages these new formats offer.
Looking back on 30 years of event experience: What do classic B2B formats look like and why are they so popular?
Sebastian Wiese: “B2B event formats are usually “driven” by sales and connect customers and retailers with sales. 50 percent of the focus is on imparting information, but 50 percent also on incentivizing customers with, for example, keynote speeches and entertainment or even a special ambience and catering. The side events at the trade fairs are also important occasions for B2B events. They serve as important industry get-togethers.
Covid-19 has now led to questioning these classic formats and also questioning trade fairs in general or thinking up and trying out new formats. In the long term, this could lead to projects and associated budgets being invested in newer, more innovative, more digital formats. This is already evident in our case by the great demand for purely digital or hybrid event solutions.”
What could be contemporary B2B formats for 2021?
Sebastian Wiese: “Roadshows, for example, are a way to address customers or target groups in a different and more differentiated way. Roadshows have the potential to appeal to a wider range of customers compared to a trade fair. Only selected delegations are sent to trade fairs. Roadshows, on the other hand, open up the opportunity to address customers in a more comprehensive, differentiated and targeted way. This also includes an easier and more direct approach, e.g. to the C-level, the R&D departments or even procurement. Why? Because the action takes place directly in front of the factory gates and each visitor only has to spend a fraction of the time of a visit to the trade fair. Properly designed and well planned, a B2B roadshow can thus become a very efficient way to reach important contacts with little organizational effort and a high level of planning security.”
What other trends and changes can we expect in the field of B2B events in 2021?
Sebastian Wiese: “Covid-19 has of course also brought digital opportunities more into focus and made them more prominent. These convey everything that is shown at a B2B event via a digital platform. However, it is important to note: The personal encounter, the conversation, the direct exchange, the facial expressions, the gestures, the touch – all this is weakened or eliminated. The effect is thus reduced. In the long term, the multitude of possibilities will result in mixed event forms that combine the advantages of the digital world with the live experience. The trade fair business will decrease in the long term, digital derivatives will increase. Covid-19 has certainly accelerated this development.”
What added value do these new event formats offer companies?
Sebastian Wiese: “The new B2B formats can save costs such as travel and accommodation costs as well as organizational and personnel costs. Cleverly designed content management via video and audio formats and infographics, as well as correctly used interaction options between the company and the target group, open up additional possibilities for more qualified information transmission.”
In the B2C sector, too, the event industry had to react to new circumstances in 2020. What challenges and opportunities does 2021 offer for B2C events?
Sebastian Wiese: “The first challenge in the near future will be to implement the hygiene regulations at larger live events as well, in order to make events and cultural life possible again. Of course, this is the wish of the entire event industry, the artists and also the fans. It is inexplicable why there should be football matches with spectators again, but live events should continue to be banned.
Apart from that, roadshows will also continue to play an important role in the B2C sector. With promotional elements of a roadshow – in compliance with the distance rules, of course – trial contacts can be generated and brands can enter into intensive interaction with the target group. In addition, the flexibility and variability of roadshows is a great advantage, especially in these times: For example, the budget or the number of participants can be flexibly scaled and the event can thus be adapted to the respective situation – and, for example, implemented in accordance with the Corona rules. This predictability, flexibility and scalability, combined with the target-group-specific contact options, represent the most important advantages of a B2C roadshow.”
Pop-up stores are also one of the event trends for many in 2021. How can companies benefit from these temporary shop spaces and what is important for successful implementation?
Sebastian Wiese: “Covid-19 has taken a massive toll on the retail sector. In the city centres and shopping malls, shop space will become available. Companies can use this as an opportunity to position themselves there with a pop-up store. To do this, companies first need flexible and scalable tools as well as a suitable product range and qualified personnel. In addition, good and target group-specific communication should not be missing, which informs the target group about the pop-up store and conveys its added value. In this way, providers can accelerate the sale of their products and at the same time push the brand by combining shopping with an experience component.”
Are you planning an event and would like to learn more about contemporary B2B and B2C event formats? Then Sebastian Wiese looks forward to your e-mail to sebastian.wiese@followred.com or a call at +49 (0)711 90140-23.
