With a degree of optimism, the three event and installation technology industry organizations, ISE, AVIXA and CEDIA are looking forward to the return of industry events in 2021. This commissioned market research, conducted by Fusion Insight & Strategy (a UK-based firm) finds that AV professionals are eager to attend face-to-face events in 2021.
ISE was forced to postpone its Integrated Systems Europe Barcelona debut in February 2021 due to the global pandemic. In the absence of in-person events, there has been a sharp rise in digital events to fulfill education, networking, and profiling agendas. ISE launched its own series of digital events called RISE Spotlight. The conclusion from this well-produced first experience was that virtual events are useful for lead generation, deepening customer relationships and building brand profile but that live experiences such as touching, seeing and hearing AV products, are yet to be replicated.
ISE wanted to explore the general feeling towards face-to-face events in 2021. The research consisted of a web-based survey sent to ISE’s database and a collection of in-depth interviews with ISE exhibitors. Over 700 (711 completed responses analyzed and used within the research by Fusion Insight and Strategy) people from 96 countries (71% of respondents were based in Europe, 13% North America, 8% Asia, 5% Middle-East, 1% Central and South America, 1% Australia and New Zealand, 1% Africa) responded to the survey with 95% having attended ISE before (60% in February 2020).
As ISE now reveals, the research and the results overwhelmingly endorse a return to in-person as soon as it is safe and practical to do so. Findings show that 98% of the research audience missed attending events, with 42% of these missing meeting and networking with people the most, 32% missing the live experience of products, and 21% missing the direct exchange with suppliers and customers.
Almost 70% of the audience is ready to attend in-person trade shows and 57% would be ready to visit international ones. Given that this research was conducted before news of a vaccine, it shows a desire to get back out to physical events again (and eventually suffer dire consequences...).
"The annual calendar of trade shows provides a rhythm and cadence to our ever-changing and advancing industry," adds David Labuskes, CEO of AVIXA. “As individuals move in and out of roles within the industry, these shows have always provided a touchpoint that allows us to reconnect with the people we do business with. I am certain that all of our past and future attendees are anxious to meet again in person soon, and the research reinforces that emotion. The incalculable value of ISE to the exhibitors as a platform for engagement and thought leadership and to the attendees as a community from which to learn and grow compels us to do everything in our power to ensure that there will be a safe return of ISE in 2021 and an exciting debut in Barcelona."
Giles Sutton, Co-CEO of CEDIA adds: "In our industry, the experience is everything. Home technology products need to be touched, seen and heard if integrators are to recommend and specify them on projects for their customers. More than that, our industry is a community that benefits from meeting, talking and build relationships with others as well as the opportunity to learn from experts at in-person training. These are all massively important factors for professional integrators who want to grow their knowledge and continue to do good business. That’s why we support the safe return of the ISE event in June 2021."
As well as the independent market research study, ISE also spoke to key exhibitors who confirmed their desire to return to in-person activities. "Together with you, the AV partner community, we make the choice to look forward, not backwards. The new normal will be hybrid, but for real connection we need to meet in person and ISE Barcelona is a great place to meet up," says Peter Pauwels, Vice President Sales EMEA, Barco NV.
Michelle Downey, Harman Marketing Director, EMEA comments: "2020 has been an uncertain year for our industry and we look forward to returning to some kind of normality for 2021. We are excited to attend ISE and have the opportunity to meet our customers face-to-face again."
"Our industry is one of the largest economic sectors. In addition to commercial events, events in the business environment are essential for the success of the economy. Only in an emotional, experience-oriented environment we can succeed in developing and fostering customer relationships through face-to-face communication. Positive emotional experiences, through the use of AV technology, promote socio-cultural development and also the connection of people of different cultures and countries. The language of emotion is international. For this experience there is no digital alternative with a similar effect," states Eva Claudi of Lang-Iberia.
Integrated Systems Europe (ISE) 2021 is still scheduled to take place at the Fira de Barcelona, Gran Vía, on 1-4 June 2021. Just a few days before InfoComm 2021 is also scheduled to take place in Orlando, Florida (June 16-18).
www.isevents.org | www.avixa.org | www.cedia.net
www.iseurope.org
