After ‘Freedom Day’ we have seen the return of in-person events and exhibitions. Social contact limits have ended, face coverings are no longer compulsory and social distancing has mostly finished. Venues can operate at full capacity and certification of attendees’ Covid status will not legally be required. However given recent statements about Covid passports for nightclubs, this could still be on the cards.
Our Group Marketing Director recently attended a pilot event, the Home and Gift Buyers Festival 2021 in Harrogate, searching for new products for our consumer shop. Here’s what she had to say:
“Attending my first trade show in 18 months was fantastic. Being able to actually see my suppliers face to face was amazing and so much better than telephone calls and Zoom meetings. In some ways it felt like no time at all had passed, but in other ways it was unbelievable that it had been so long. For some of my suppliers there had been changes in personnel and it was the first opportunity to meet my new contact. For other suppliers that were new over the last year or so, it was my first opportunity to see them. Generally the sense of relief from everyone was definitely felt. Just being ‘out’ felt odd and everyone just wanted to chat. For suppliers it was the first opportunity to show off their new products that they had launched; it is just not the same looking in catalogues or online. Most had been really busy working on new ideas during the lockdown period. It certainly didn’t seem to have stopped people having lots of new lines.
Unfortunately the main topic of conversation from everyone was the problems in shipping products and the increased costs being incurred. I think there was a sense of at least we are all facing the same, but also how much higher will costs go and how can we manage it? Although it was a test event and masks were not compulsory, many people were still wearing them – exhibitors and attendees. However it did become obvious that talking to people wearing masks with background noise is not easy, so masks often came off and people stood at a distance. I kept my mask on whilst queueing to get in, in the busy entrance and in busy halls, but when it was quieter and more open I took it off. Everyone was definitely saying they weren’t really sure what to do. I was asked to show my proof of double vaccination in an area before the main entrance, and there were hand sanitisers around but they weren’t that obvious.”
Anne-Marie Cook – Group Marketing Director, Gilt Edged Promotions
United Oddsocks at the Home and Gift Buyers Festival 2021
Many of us are keen to get back to face-to-face meetings, conferences and exhibitions. There’s an air of caution and mixed feelings on how these should run, similiar to face mask rules.
If you’re holding an event you should be sympathetic to your potential audience and be clear about safety measures. Don’t be disappointed if your uptake is lower than pre-pandemic levels. Ensure you have a back-up plan for those wanting to meet you but may be hesitant. A digital platform that they can reach you on could be helpful. Perhaps shift your focus to a hybrid experience integrating virtual and in-person events. Keep reminding your attendees of COVID-19 measures across all communication methods including email, social media, tickets and event signage. You may be asked more questions than before, so keep communication channels simple and ensure you can reply quickly. Have branded giveaways at hand that they can take away. More than ever a useful promotional item will be treasured, particularly as there has been a drought of these during lockdown. Mirror your giveaways with the message you are conveying. If you are unsure and need inspiration, our team are at hand to help.
As humans we crave interaction and ultimately this will drive the continued success of events. COVID-19 has accelerated the need to evolve and focus on experience, content and engagement. Just turning up won’t provide the same results as before! Businesses need to be forward thinking; adapting to new situations and technologies as they emerge.
United Oddsocks at the Home and Gift Buyers Festival 2021
The world has changed in many ways over the past 18 months, particularly affecting the events industry. At Gilt Edged we have seen a difference in what customers are ordering and how they are distributing branded giveaways for events:
- Offering exhibition attendees a giveaway pack to be posted to them after the event. It allows you the opportunity to have quality conversations with the attendees and also gives attendees peace of mind that their giveaway pack is clean and untouched. Think back to pre-Covid days when attendees would touch and feel everything on exhibition stands – this isn’t likely to be seen for a long time! Gilt Edged can step in with our fulfilment service whereby we pick, pack and dispatch items direct to attendees’ addresses.
- Better quality giveaway items. Now, more time is dedicated to quality conversations with attendees rather than quick chats. In turn higher quality promotional products help strengthen the business connection. Traditionally a cost-effective promotional pen might be on offer, but now a practical set is more appreciated. These sets tend to include longer-life branded products such as reusable bottles, branded notebooks and tech products. There has also been a huge focus on eco-friendly giveaway products as businesses look to show their environmentally friendly and sustainable credentials.
The future of exhibitions will depend on many factors, but it looks like they won’t be quite the same as we are used to. More virtual events, less person-to-person contact and a focus on technology is likely to shape exhibitions going forward. Whatever this will look like, we are here to help with your branded promotional product requirements. If you need ideas, something new and different, or you know exactly what you’re looking for, get in touch and we can sort it for you. Simply drop us an email: sales@giltedged.co.uk or call us on 01604 671671.
