15th July 2020: A Directors Club® World poll of 206 business people has revealed less than a fifth (18%) would feel comfortable attending a face-to-face event in 2020. This finding highlights the current tough conditions faced by the organisers of expos, trade fairs, conferences, training seminars, and business awards galas in the UK.

The major players in this sector, as well as their trade association, are pressuring Government to allow business gatherings to resume. However, the lack of delegate demand shown by this poll, calls into question the viability of any event scheduled before spring 2021.

It is not only the event organisers who are being hit by the prolonged shutdown. B2B companies such as software vendors, consultancies and outsourcers, rely on in-person events for lead generation. The shutdown has left a big hole in their marketing plans.

Jon Snow, founder of Directors Club® World, which ran the poll on Linkedin, commented:

“This poll confirms a general nervousness we have observed among our members regarding a return to face-to-face gatherings.

“In response, Director Club® pivoted to online engagement and networking activities on March 5th 2020. We don’t plan to offer any in-person networking opportunities until at least autumn 2021.

”Just when delegates will feel confident enough to return to large-scale in-person gatherings, will depend on the progress of Covid-19 over the coming autumn and winter. If there is a second wave of the virus or significant transmission spikes in key business locations, then delegate demand may remain low throughout 2021.

As in many other areas of life, the pandemic has accelerated the take-up and acceptance of digital eventing, knowledge-share and networking. Most B2B companies will look to these digital engagement channels for their lead generation over the coming months and maybe years.

For information on the digital engagement formats offered by Directors Club®, please contact jon.snow@directorsclub.world