IBS and KBIS are going virtual. Now what?

  • Categories:

    Industry Trends, Strategy

  • Date:

    November 12, 2020

IBS and KBIS are going virtual. Now what?



Industry Trends
Strategy

2020 dealt the event marketing world a wild card, with large- and small-scale events going virtual in response to the COVID-19 pandemic. From trade shows to sales meetings and brand experiences to product launches, virtual events are booming. And, despite early uneasiness and lingering questions, marketers are creating virtual masterpieces that will change how we experience events moving forward.

If you work in the home and building category, it’s time to rise to the challenge. That’s because, of course, the International Builders’ Show (IBS) and Kitchen & Bath Industry Show (KBIS) have officially announced plans to forgo in-person shows in favor of virtual events. These shows, traditionally staged simultaneously in the same location every year, are coming to a computer screen or mobile device near you next February.

The decision is hardly a surprise, given that we’re eight months into the coronavirus pandemic. But in an industry that loves a good product demo and in-person networking, how can brands successfully shift their activities to an online experience?

Think like an attendee.

At this point, if you’re like most people, you’ve doubtless attended at least one virtual event. If you’re planning an event for your own brand, approach it like an attendee. Research says that 80% of people attend a virtual event for educational purposes, while networking is the next biggest attendance driver.(1)

Stand out from the crowd.

According to those who’ve already produced virtual events in 2020, the biggest barriers to success are clear:(2)

  • There are too many other events.
  • Participants are sick of online calls.

It’s a short list, yet these barriers represent a tall test for brands accustomed to showcasing their products in person.

Do you have a plan?

Now, for the good news: In the home and building category, the potential solutions are, well, virtually endless.

Many companies have already spent months planning for the announcement from IBS and KBIS. But no matter where you are in the process, you still have time to plan an online event built to exceed expectations.

From a focus on education to making use of influencers and experts, we have ideas to help you quickly pivot from an in-person IBS and KBIS event to a riveting, engaging and memorable virtual experience.

Want to learn more? Click below to download our comprehensive guide to mastering Design & Construction Week in a virtual world. Happy planning!

1 – Markletic Event Research, Markletic.com.

2 – The 2020 Virtual Events Research Report for Membership Organizations, Wild Apricot, WildAprico.com.

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