With industry events now back in full swing, we’ve come a long way from the shutdowns and restrictions which made conducting business as usual difficult over the past few years. Trade shows, conferences and networking events are back to being a key source of information that operators use to manage their business.
Our latest tfgTouchpoints research found that tradeshows/conferences/networking events was operators' top source for receiving information to help them manage their business. This was even more so for non-commercial operators (60%) than commercial (49%).
A substantial number of operators attended or plan to attend some type of trade show/conference this year. While large trade shows (e.g., the National Restaurant Association Show) and distributor trade shows lead the pack, smaller local market-specific (e.g., New England Foodservice Show) and smaller national market-specific trade shows (e.g., RLC, MenuDirections) should not be overlooked.
NRA was the one trade show/conference that operators find most useful and the one they hate to miss.
Meet and Seat: Face-to-Face Events Link Up with Virtual Formats
Virtual event options, which became a fallback during the prolonged period when in-person trade shows and conferences were suspended, may still be offered. But onsite events are overwhelmingly favored, with attendance rates poised for a major rebound. Eighty-seven percent are likely to attend large trade shows like this year’s National Restaurant Association Show in person, compared with 13% in a virtual format.
That said, virtual events still hold appeal and have established a track record of success that could signal the integration of some aspects of them into face-to-face formats. Fifty-seven percent of respondents who attended a manufacturer or supplier virtual networking event in the past two years were at least somewhat satisfied, and close to 20% were extremely satisfied.
As Ron Tanner, senior advisor with The Food Institute, put it: “While there’s much talk about virtual shows, almost everybody that I’ve spoken with over the past 18 months feels that they were a necessary evil and will not replace the trade show floor. However, virtual events will supplement or even replace much of the educational programming often presented in conjunction with trade shows.”
Industry Forecast: Sunny Skies Ahead for Return of Trade Shows and Conferences
Marc Heron, senior vice president of strategy at Sparks, an event production company, thinks it will be “a very strong year for the events industry,” with the integration of live virtual formats playing a key part and COVID-19 safety protocols remaining top of mind. “COVID is not going away,” he asserted. “We are learning to live with it. Mandatory vaccination and testing are keeping the event industry moving forward and opening up. Most brands, clients, agencies and show organizers realize the importance of complying with CDC guidelines and protecting attendees as best they can. This will continue for some time.”
Tanner forecasts that since they’re more focused on networking, “shows within the more traditional segments of the food industry” will rebound more slowly than those that offer opportunities for sales and business growth. He expects emerging and trending markets to spur event interest. “In natural, specialty and up-and-coming segments such as plant-based, shows will come back – not initially at pre-pandemic levels, mind you, but strong enough to be powerful forces,” he said.
Though industry events may have smaller footprints going forward, with more contactless digital options and virtual integrations, one thing remains certain: the need for in-person engagement and in-real-life event experiences.
As Brendan Brown, vice president of strategy for even production company George P. Johnson Experience Marketing, explained: “The important thing to remember is the desire and need for face-to-face connection hasn’t changed. In fact, I'd argue the complexities and challenges all industries face these days demand it.”
The need for networking, connection, and community is sure to drive a resurgence in industry events–onsite, online, and both. Now more than ever, it takes a village in the form of trade shows and conferences to navigate challenges and optimize opportunities as the food and beverage industry enters a new era.
Looking to maximize your presence at food and beverage industry trade shows and events? Contact us for creative concepts and custom solutions.