1. Everything moved virtual and will remain hybrid.
Amid the pandemic, many events moved to a virtual setting to overcome the inability to gather in person. It's fair to say the results were mixed for different groups. However, the idea of offering a hybrid event, i.e., an in-person gathering with online elements, will gain traction in the year ahead. Even with a vaccine, many are reluctant to return to "normal" and travel again.

To help make this a reality, some convention centers, such as New York City's Jacob K. Javits Convention Center, are installing broadcasting centers. These are state-of-the-art facilities, so the remote attendeeâ?Ts experience is as strong as someone attending in person.

2. Marketers' attention shifted to smaller regional events.
Many companies and organizations held massive in-person sales meetings or exhibitions in a destination, using the location as a compelling draw for attendees. With travel likely to be reduced for some time, weâ?Tve seen increased interest in multiple regional events rather than a single national event.

A series of regional events has the potential to appeal to larger audiences. People who are unwilling to hop on a plane might be open to the idea of driving somewhere regionally to participate, and other attendees can join virtually. Meeting audiences closer to where they are will have a new resonance and will likely be embraced by large and small companies alike.

3. Technology replaced traditional face-to-face elements.
In a post-COVID world, people will place a new value on connections. But given social distancing mandates that will inevitably remain in place for some time, it seems unlikely that corporate events and trade shows will ever fully return to the pre-pandemic "normal." Instead, organizers will seek to deploy technology wherever it makes sense, starting with contactless registration and even affecting how meals are served and delivered.

Nowhere will the use of technology be more critical than when it comes to networking. For example, it can help identify smaller groups of attendees with similar interests and facilitate breakout and networking sessions. Technology can also extend to exhibits and allow vendors to limit their in-person interactions with attendees while delivering meaningful experiences.

4. Content became king, and it needs to shine.
2020 made our lives hectic in ways we'd never imagined. Employees split their time between professional and familial commitments, and even when stuck at home, we were under a massive time crunch. We grew weary with the idea of meeting to discuss everything and prioritized relevance. In a way, we acted as an event producer, eliminating the unnecessary and highlighting the necessary.

Moving forward, attendees will view events with a more discerning eye and expect them to provide value to their professional lives. For marketers, this means prioritizing the purpose of an event and the quality of its content, as well as finding ways to provide content on an ongoing basis, not just during the show.

Events, exhibitions, and conferences have evolved tremendously over the past few decades. If we view the COVID-era changes as opportunities rather than setbacks, perhaps we can lean into the coming transition and use it to our advantage.