The worldwide Corona pandemic has permanently shaken confidence in face-to-face meetings and especially in large on-site events such as trade fairs or congresses. Many companies and organizations avoid in-person events of any kind. This is quite understandable considering the current developments. However, the event industry fears a lasting effect even beyond the pandemic. The reluctance could remain.
So, how can trade show managers and event organizers rebuild trust in safe on-site events against the backdrop of current developments? The editorial team at EventMasterBook.com has created some practical tips:
Before developing confidence-building measures, one should first understand the reasons for the avoidance of face-to-face events:
1. First of all, official restrictions and recommendations from the authorities are a reason for the widespread abstinence from live events. As an organizer, you should ALWAYS observe these and not ask people to participate in in-person events contrary to the official prohibitions or recommendations. Also internal company regulations and recommendations regarding meetings, conferences, etc. should always be supported and not be undermined by contrary measures.
2. Another reason for not attending on-site events is the the objectively based fear of many people due to current developments, especially if there is a high risk of infection and/or increasing numbers of contagion cases. In this case, the organizer should also (as described under point 1) refrain from motivating people to attend the on-site event. This already results from one’s own duty of care towards customers, employees and cooperation partners.
3. A third cause is the subliminal fear that has arisen among many people from the general uncertainty caused by the worldwide Corona pandemic. No one is to blame for this, but these fears should be taken seriously and not dismissed as "oversensitivity." Even if the pandemic situation eases, this fear can persist for some time (both among the visitors themselves and their supervisors, HR managers, etc.) and prevent people from booking or attending in-person events again in a timely manner.
In this situation (i.e. if there is no factual reason against the presence event; see points 1 and 2), the organizer can act as follows to carefully rebuild trust:
- Include references to a "safe event" in all announcement media. Explain what you are doing or have already done to make the event location a safe place for all participants (e.g., mandatory testing, admission controls, on-site hygiene measures, hygiene officer, spacing regulations, air filters, etc.). Also explain how the respective risk potential is to be assessed. For open air events and / or smaller groups, the risk is per se lower than for indoor events and large group events.
- Provide (visible) evidence of a safe event. Show pictures of the location showing the measures described under a). Publish interviews with the hygiene officer, sponsors, etc.
- Include (additional) confidence boosters in the communication. In the invitations, point out, for example, how many registrations have already been received; point out which (well-known) people will be on site at the event and have given their consent; include cross-references to similar events that have already taken place successfully and safely in attendance; include official confirmations / qualifications / certificates (e.g. reference to "tested safety concept", "tested hygiene consultant on site", etc.).
- Minimize the risk of cancellation. Offer all visitors the possibility to convert on-site tickets into online tickets; combine this with a guarantee that the event will take place in any case (min. Online).
- Involve the decision-makers in the communication process. It is of no use to you if your target group would very much like to participate in a face-to-face event again, but the decision-makers (e.g. the HR department, the team leader, etc.) do not approve of this. Thus, also plan some communication measures that are not directly addressed to the target group, but to the influencers and decision makers.
Author (Copyrights): eventmasterbook.de editorial team, 07.12.2021 (Cover photo / Collage: eventmasterbook.com, editorial team / canva.com)
(This text was translated from the German language. Please excuse any errors.)
Related topics:
Event invitations, event marketing, event security, business events, security measures, security risks, risk mitigation, on-site events, live events, indoor events, outdoor events, corona protection, pandemic protection, safe events, event trends, event trends, future of the event industry
