The events industry, and M&A activity, is recovering following Covid-19. The pandemic also focused attention on the B2B event tech market like never before. However, the return of in-person events has left some virtual-first vendors struggling to complete.
Generally, Covid has had no adverse impact on the need for face-to-face events. Plural research indicates it holds a positive position in the marketing mix, and the need for face-to-face events remains for expo customers.
Evolving Business Models
Post-Covid, we see growing interest in the one-to-one /hosted buyer event model. This is due to the high growth rates, resilience and targeting capability of the format. Similarly, organisers are likely to view content-driven and digital models with enthusiasm.
Deeper Customer Taxonomy
We believe that the events industry will drive to attain a greater knowledge of the attendee. Deeper customer taxonomy is key, as is an investment in content/marketing services techniques to drive attendee data enrichment.
M&A Activity has Restarted
M&A has returned to the Events industry, albeit with a shift in deal characteristics. Read more How has Covid Impacted Events M&A.