With COVID-19 completely changing the dynamics of the businesses across the exhibition ecosystem, reinvention has become a new normal. Keeping pace with the current scenario, Informa Markets in India is offering a bouquet of more than 25 e-shows for its customer base. Mr. Yogesh Mudras, Managing Director, Informa Markets in India speaks to ExhiBits about the new show format and the importance of digitalisation in the current scenario.
Q1. Informa Markets in India has come up with more than 25 e-shows in the time of COVID-19? How do you see the offline format taking off?
The exhibitions industry has always had an intrinsic rapport with digital platforms. There is consensus that digital is the way to go for the obvious advantages they have and to cater to the ever-expanding business needs of our customer's full online marketplace projects, lead generation campaigns and webinars -- always, though, as supplements to the much-revered face-to-face trade expos.
Considering the disruptions that have been caused by Covid-19 and the new normal of social distancing, businesses across the globe are turning to digital solutions to sustain productivity and organizing virtual exhibitions where one can virtually participate in an event at their own time wherever they may be.
In the longer overview of the industry, I do believe that while physical events will further grow in strength as the things stabilise, the hybrid format –with online and offline editions complementing each other will be a great value addition to our customers.
Q2. The current pandemic has made technology a necessity. How are you leveraging it?
We are happy to meet the requirements of our stakeholders through the launch of a comprehensive digital platform consisting of a series of virtual trade exhibitions, conferences and trainings this year.
Given the dynamic situation of COVID-19, we needed to adapt extremely fast, and understand the pain points and challenges of our customers to craft this platform. We hope to enable professionals to sustain their critical business conversations and engagement by leveraging effective technologies available at our disposal as a global giant. Significantly, the platform provides seamless solutions that address the current reality and obstacles such as social distancing, safety measures, travel restrictions and business continuity.
Some of our upcoming virtual trade expos scheduled in June that will complement the annual offline expos that will be held later this year are – Renewable Energy India REI, International Fire & Security Exhibition and Conference (IFSEC) India and Occupational Health and Safety ( OSH ) India expo. The pharma industry will also see virtual conferences such as Biolytica and Nitrosamine Impurities in the month of June this year.
As a matter of fact, we were one of the early adopters in the domain of virtual expos with 2 editions of Virtual InterOp, a business technology online exhibition that debuted in 2011 and believes the industry can rely upon us as always.
Q3. Do you see an increase in the frequency of hybridized shows in the future?
With almost half the world’s population under lockdown, virtual platforms are helping us in a big way to stay connected and run businesses. It is also anticipated that even after the situation stabilizes, a certain caution may still be maintained among exhibitors about travelling for participating in international trade fairs and exhibitions, which are key while hosting large scale exhibitions. The virtual trade shows are also likely to be leveraged even better to offer efficient, impressive, and state-of-the-art digital solutions for a prosperous future of the market.
Yet, one’s bet is on a hybrid engagement, with physical expos supplemented by digital engagements. This is a feedback we have also got from our customers, especially newly launched start-ups or SMEs, who might feel unnoticed in a virtual platform but use other means of brand advocacy in a ‘brick and mortar’ trade expo.
Besides, at the end of the day, all of us prefer face to face meetings, want to shake hands (better still, a namaste), exchange thoughts, and of course party together. It provides an environment of friendliness which, in turn, boosts the success of our relationships, whether they are personal or professional.
Q4. How are you promoting customer engagement for the e-shows?
Ever since Informa Markets in India started actively working remotely, we focused on reaching out to our valued customers. One of the founding principles of our group, Informa PLC, is to connect specialists with knowledge for a purpose, helping them learn more, know more and do more. And, what would be a better time than now, we felt. Keeping the business, knowledge & networking needs of our valued customers as our priority, we started building a comprehensive online platform.
As the industry was keen to come together to fight this crisis, we had thought leaders share messages to keep Industry morale high, we have had e-conferences for impact assessment and revival strategy and how we can make the Industry ready to bounce back post the Pandemic. Besides, our creatives have also garnered trust and reassurance.
Our stakeholders now understand how our e-platform enables exhibitors to display products virtually, network effectively as well as speak to customers as part of the conference sessions through one-to-one audio/video calls. Seamless functionality to disseminate white papers, case studies, PPTs, brochures and any other informative material that one would normally share with customers will also be available to stakeholders, served in the comfort of their homes.
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