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What’s that saying – “a watched pot never boils?” As a marketer, it sometimes feels like all we do is watch and wait… expecting instantaneous data, information, and gratification. But remember the days when we really had to wait for results? When we used to wait for that annual trade show to conduct the majority of our business?

Give this fitting song by Arcade Fire a listen as we read on and see what the experts are saying this week:

In-Person B2B Events – Would You Go?

According to MarTech Today, sentiment among potential attendees of marketing-focused in-person events is improving, signaling the likelihood of a strong recovery in 2022. Nearly 85% of marketers surveyed said it’s at least somewhat likely that they’ll attend an in-person business conference in the first half of 2022; 38% said it’s extremely likely. And our friend David Kreiger from SalesRoads has found the same with a recent LinkedIn poll, with 53% of respondents saying they would attend an in-person trade show TODAY if they could!

The increased likelihood that marketers will attend in-person events comes as more employers lift restrictions on business travel. Nearly 1-in-4 respondents to the MarTech survey said their companies already allow work travel.

  • About 30% said their employers will lift restrictions in the third quarter;
  • 17% will do so in the fourth quarter; and
  • 30% will not lift restrictions until 2022.

These responses are encouraging for event exhibitors and sponsors. Events achieving more than 80% of pre-pandemic attendance are likely to be successful for the participating exhibitors and sponsors. What do you think? Are you looking forward to in-person events and tradeshows, or are we wasting hours just walkin’ around?

And Speaking of Events…

As we know, the live music (and B2B event) world is changing fast – and this story is a great example. A concert promoter in Florida is looking to make a statement on vaccines and holding safe concerts. Tickets for this gig are $18 in advance and $20 at the door. There are 250 tickets available – if you’ve had a COVID-19 vaccine. If not, you’re still welcome, except that your ticket price is $999.99! There are four of those available for purchase.

Support has been overwhelmingly positive. However, the Florida governor’s office says that such a scheme is illegal because in Florida, it’s illegal to ask someone for proof of vaccination.

What do you think? In B2B, we’ve seen tiered pricing for events for many years, and all sorts of VIP experiences and other higher-priced registrations. Can you see B2B events trying to do something similar to this Florida promoter? Now our lives are changing fast… I wouldn’t be so surprised by this particular change.

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat