COVID; Analysis of Key Commercial Benchmarks

We look at the past twelve months and ask – if everything has gone wrong, was that simply because of COVID, or were the downsides always there, it’s  just that Covid was the excuse  of choice? Or are there new trends and behaviours come to the surface that we never considered until now?

Looking at the obvious – you can  say that 2020 was the death knell of Events and Conferences. Major companies globally are in trouble and have not been able to rediscover a new secret sauce as to why you and should even  bother to attend an online event. As long as COVID continues, it is doubtful whether many will still be around with their current offering, thru to the end of 2021. In our discussions with vendors, we have yet to find any vendor that is satisfied that being part of a virtual event has has offered them any benefit at all. Criticisms range from “ this is a scam”, to the more polite “ it’s not the fault of the organiser, they are doing their best”  etc.

It is made doubly worse  by the lack of interest from so many delegates.  Worst in our discussions, were anything to do with the UK NHS. Even those that attend workshops have almost nil interest in pursuing a discussion after they have gone offline and  in almost all cases there is no way for a vendor to progress a discussion. Much better are the Financial events; there is a clear monetary and commercial objective  – but even then – online workshops that we looked at – were sparsely attended, the vendors themselves outnumbering the delegates.





Author: umnitso

Managing Editor at ProfoMedia, and Senior Partner at The CRT Partnership, a a leading specialist in brokering international alliances and partnerships; a published author in own right - as well as accredited media for major trade associations, including HIMSS, Vitalis, and others.

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