The FUTURE of EVENTS
It’s tough to be in business in 2020. As Covid-19 causes disruption on a global scale, economies are in turmoil.
For marketers, the pandemic’s assault on certainty is serious, and while most industries have suffered losses, the event industry has been among the hardest hit.
As Kiwis go into isolation, then out, then in again, the industry is proving itself to be nothing if not resilient. As the marketing industry finds its way through the current Covid-19 moment of truth, it has also got one eye on the future. From in-person events calibrated for pandemic conditions, to interactive internet-enhanced, hybrid and virtually-enhanced events, it seems the show will very much be going on.
After all, there’s nothing like meeting face-to-face to get business done. But whether it’s a trade show, workshop, conference, or live launch, in 2020, the next big meet-and-greet now comes with some serious caveats.
With bans on mass gatherings affecting all, the events industry - and of course the country as a whole - has entered a very uncertain moment. The loss in revenue has impacted many, resulting in sweeping layoffs across the industry.
“Covid-19 hit us like a brick,” says Brent Spillane, CEO at XPO Exhibitions, the largest events organiser in New Zealand. “The timing for us was very, very bad.”
Indeed, XPO had just acquired its largest competitor in the market and was in the process of integrating the two
