Live, personal, digital
Event service providers were among the fastest to adapt and expand their core activities during the pandemic. Virtual or hybrid events are now the focus. The general consensus remains that digital formats can only ever represent a part of an event.
Mario Huggler of Expoformer advocates for a new understanding of «live»: a seamless fusion of in-person communication with digital communication. «We need to think bidirectionally. In the future, both formats will merge into »live.’” Huggler emphasizes that this requires a new way of thinking—a new mindset—for building the business-to-business community.
The perspective on online events has fundamentally changed the landscape, as Tobias Wannieck also confirmed during the Event Circle webinar in July 2020. Today, the focus is even more on engaging the audience from home. Tobias Wannieck says that the role of the event manager has changed during the crisis. The hybrid format is increasingly moving toward television-style production. «As event managers, we need to master these techniques. We need to develop dramaturgical skills.» In this context, he spoke of the “Event Manager 2.0.”.
Exhibition Stand Construction: Diversification
Whether it’s a sales pitch, a product launch, or an open house: When used correctly, virtual and hybrid formats can dramatically increase the reach of companies and their product messages. Messerli quickly leveraged its group structure to create a professional offering for virtual events and streaming technologies. At a time when live events aren’t possible, it offers alternative formats for virtual and hybrid events. You can find the right tips for success on the Messerli blogs.
Syma System AG had already launched the clever tagline «We Build Inspiration» before the pandemic. During the pandemic, it was expanded to «We Build Digital Inspiration.» According to Syma System AG, virtual environments will soon become standard in sales as well. But even digital sales require a compelling presentation—a lasting experience for participating customers. Syma System offers, for example, virtual trade show booths or showrooms, always featuring the customer’s most up-to-date information.
«Even digital sales need to be staged—they need to create a lasting experience.»
Since the outbreak of COVID-19, the trade show construction and advertising company Pape in Weiningen has been working nonstop—though not in trade show construction, of course, since trade shows and events have, as is well known, come to a standstill. But a few years ago, around the time of its move to Weiningen, Pape had wisely invested in digital printing. In recent years, Pape has expanded its services to include consulting, signage, and digital printing. Over one million Swiss francs have been invested in digital technologies, which are now in use day and night at the company’s new headquarters in Weiningen. «We’ve been lucky so far—we’re working without having to resort to short-time work,» says Cyrill Pape. The company started in 1975 with screen printing and signage and was one of the very first professional firms in the trade show construction industry.
The trade show construction company Bexpo AG has also recognized the changing times and spun off Bexpo Digitaldruck & Werbetechnik AG from Bexpo AG to further develop it. Bexpo AG will continue to exist in its current form. Bexpo Digitaldruck & Werbetechnik AG designs graphics and produces custom print jobs according to customer specifications.
Even before the pandemic, one of the core competencies of the trade show construction company Stauffis has been permanent architecture, such as long-term experiential environments. Since the pandemic, Stauffis has also been offering sophisticated safety concepts. Safety concepts for open-plan offices, restaurants, and communal areas in retirement and nursing homes were implemented in no time. Expoformer is one of the most dynamic service providers for trade shows and conventions. It has acted quickly and flexibly during the COVID-19 era. Among other things, it recently launched «Touchless Innovation» for contactless (!) and interactive promotions, consulting, and sales. Expoformer practices what it preaches: The white paper «Meeting Culture & Home Office» is a first-rate guide on how to host virtual meetings. The goal: to use virtual technology to enhance in-person meetings.
Media Technology: A New Approach to Event Design
Many audiovisual providers set up a livestreaming studio during the pandemic, either on their own or in partnership with others. Opera AG is an independent technology, multimedia, and event services provider owned and managed by Thomas Schärer. He says: «The desire for live events and in-person meetings with networking opportunities grows stronger every day that the pandemic prevents them from happening. At the same time, we don’t see a return to exclusively in-person trade shows and meetings. Our clients are clearly planning for both. But the key difference from the past is that these clients want to stay in touch with their stakeholders for longer—ideally throughout the entire year—and this is where we’ve arrived at 360-degree communication. This is giving rise to entirely new business models. Imagine this: Your event offers a paid premium option—such as a keynote speaker’s presentation or a digital matchmaking tool—alongside a free “freemium” option for those who want to participate but don’t want to use the paid option.
smARTec has set up the «Virtualhub» at the StageOne event hall in Zurich North. It combines the most innovative and powerful event platform with a modern and flexible live studio. The Virtualhub studio enables unique and flexible digital event experiences. «Virtual tours and live streams are some of our new products,» says Mark Probst, owner of smARTec in Aarau. «But not everything has to be live.»
Innovative Platforms for Live Communication
In November 2020, Mediarent opened a 360-degree livestreaming studio in the heart of Zurich. Here, clients can host their events—whether in-person, virtual, or hybrid—right in the heart of Zurich. «Our goal is to actively shape the future of the industry with creative and solution-oriented approaches and to offer innovative platforms for live communication. We’re convinced that we’ve achieved this perfectly with our new 360-degree livestreaming location, which allows us to keep pace with the latest developments,» says Christian Stoob, CEO of Mediarent. «From the livestream of a sales presentation to a hybrid event—anything is possible in our digital TV studio, which is, of course, equipped with state-of-the-art technology. And it’s easily accessible thanks to its central location in Zurich!» Habegger has long been one of the leading providers of media architecture. In November 2020, the company presented its livestreaming studio—developed in Regensdorf—to a select group of participants. In free online seminars, Habegger demonstrates the various types of digital events and how to stage them professionally. In particular, Habegger addresses the differences in the planning and design of digital events compared to in-person events. «With us, a digital event becomes a real experience,» says Habegger. Habegger demonstrates its innovative approach by even supporting clients with social media campaigns.
On the topic of dramaturgy, Toni Scherrer, CEO of AudioRent Clair, says: «Streaming without interaction isn’t any fun.» The new Virtual Live Audience technology was introduced for Europe at a presentation held at AudioRent Clair’s headquarters in Aesch, Baselland, in November 2020. Virtual Live Audience adds a third dimension—namely, interaction—to corporate events, trade shows, conferences, and pop concerts, which are currently only possible online. With this brand-new technology, it’s possible to create genuine interaction between the host and the audience, as well as authentic remote presentations. It enables events—both small and large—to reach a wider audience when in-person gatherings aren’t possible or are limited by space and time.
AudioRent-Clair event professionals have a studio at their headquarters in Aesch and offer a full range of audiovisual studio equipment at several locations in Basel.
When events cannot take place as usual, Winkler uses state-of-the-art technology to host live events in a virtual space. In January 2021, Winkler streamed its own webinar titled «How To – Virtual Event,» which covered how to successfully host virtual events. Content is broadcast live from the Winkler studios or via permanent installations directly at the client’s location.
«We don't see a return to exclusively in-person trade shows and meetings.»
«Meetings and events are increasingly being called into question—especially since COVID-19,» says Reto Osterwalder, Managing Director of NEP Switzerland. NEP is a hidden champion in Switzerland. The world’s leading specialist in broadcast services and outsourced production solutions offers all the advantages of an off-site production facility at its headquarters in Hegnau with its three brand-new A53 rental studios.
Event locations
From the printing center of the NZZ, the "grand dame" of the Swiss press, has been transformed into JED, the new event and coworking hub on the outskirts of Zurich. Located near the Schlieren train station, JED offers workspaces, event venues, and dining experiences within a unique architectural setting. In January 2021, JED set up its own brand-new studio for streaming events. The event technology required for a digital event—80%—was installed at JED by the proven AV specialist Winkler.
Trafo Baden has come up with a fitting motto for the COVID-19 era: Closer together, while keeping our distance! Trafo Baden is the first venue in Switzerland to offer «allseated,» a virtual tour of a photorealistic digital twin of the Trafo event halls. This allows customers to visualize what a future, tailor-made event could look like.
Reto Leder, managing director of Trafo, wants to help his end customers and event planners realistically plan their events while taking the new social distancing guidelines into account. On the other hand, the new «all-seated» software helps visualize in «real view» what a gala dinner or trade show might look like.
Anything goes—even digitalization! While visits and tours are currently difficult for prospective event organizers and existing clients at Halle 550 in Zurich North—just 500 meters from the Oerlikon train station— But the Halle 550 team and the creative workshop SUKi have developed two innovative tools. Today, anyone can digitally visit, explore, and experience Halle 550 through an animated 3D tour that takes you through all four sections and into the farthest corners of this innovative event hall. As a second tool, planners and event organizers have access to an interactive PDF. This allows them to share all the information and data they need to plan events with their clients in a simple and easy-to-understand way.
Conclusion
Those who master technology, content creation, and dramaturgy in the future will be among the winners in the event industry. Tobias Wannieck had good news regarding the transformation in the event industry: With their new skills, event managers would rise to the top in the competition among communications specialists. Driven by the crisis, the role of the Event Manager 2.0 would even gain in importance.
REQUESTED
«I don't think B2B events will go fully digital»
by SmARTec, in an interview with Urs Seiler for m&k.
m&k: Mark Probst, wHow has the coronavirus changed the live communications industry?
Mark Probst: When in-person events are no longer possible, virtual events take their place. SmARTec has shifted its focus to producing virtual and hybrid events. For our clients, we stream live events as they happen or create productions for later broadcast.
What role does a professional dramaturgy in this process?
Most online meetings are extremely boring because they drag on too long and lack any dramatic arc. Unlike at in-person events, users quickly click away; they miss the appetizers and networking opportunities found at in-person events that keep them engaged. This quickly leads to online fatigue, which in turn intensifies the desire to be able to attend in-person events again.
How do you deal with this Problem?
Online events require this kind of professional storytelling. This is difficult to achieve given our traditional business model, and it’s not something we can learn in a short amount of time. That’s why we’re increasingly collaborating with TV professionals who have experience in dramatic production and who help us extend the online presence of event participants.
Are digital, or rather hybrid events for the new normal?
A significant portion of SmARTec’s business consists of cultural and popular events. These events will certainly return. They will remain the be-all and end-all because they foster connections and evoke emotions. Both are indispensable to our society. Cultural events touch people’s souls.
What about the Turn off the sensors?
Trade shows are undergoing a transformation. The digital component is becoming more important because customers today are focused on generating reach, not on the physical hardware—and only digital solutions can achieve that. But I don’t believe that B2B events will become entirely digital from now on.
What are the benefits of digital events?
- The Right Tools: With the right tools, virtual events can be designed to be an engaging and interactive experience for participants.
- Range: The virtually unlimited reach and the fact that the sequence is no longer tied to the linear nature of the event.
- Recording available: After the event, the digital event remains available as a recording, thereby generating long-lasting brand and product exposure.
- Experience the visitor journey online: The digital event platform is not only the virtual entry point to the event, but it also allows brands to bring the visitor journey to life online, build a community, and convey their message in a lasting way.
