With the pandemic prompting the pause of business-to-business (B2B) exhibitions and other face-to-face (F2F) events in mid-March 2020, both brand marketers and business professionals turned to other channels to meet their business needs. Digital was used extensively during this time period.
In the second half of 2021, in-person B2B exhibitions began again. With this reopening, organizers are seeking insights on the extent that participants will return to B2B exhibitions and whether needs and preferences will shift in any way. Have the channels used during the pandemic foretell temporary or permanent shifts in channel usage moving forward? Will B2B exhibition channel usage change in light of new channels used during the pandemic?
Report One summarizes overall findings from the exhibitor perspective. Results indicate the outlook for the B2B exhibition industry is strong among exhibiting companies that have used the channel pre-COVID-19.