The Future of Face-to-Face is Now

A lackluster CES earlier this month prompted Fortune to question the appeal of live trade shows.

CES' organizer "will unquestionably hail it as a success and tout the benefits of face-to-face interaction despite the pandemic," Fortune observed. "And, in many ways, it’s hard to argue against that."

The sparsely populated event, however, underscored the fact that exhibitors can no longer be expected to spend tens of thousands—if not millions—of dollars merely to meet a handful of buyers; and that attendees can no longer be expected to hop cross-continental flights, merely to meet a few suppliers.

"While the sponsors of these events are eager to bring them back, the attendees are a lot less certain," Fortune said. Given the hesitancy, "it’s valid to ask if they're worth it."

My take is that, with the advent of the virtual meeting, live events' future hangs in the balance.

They may not be worth all the fuss and bother.

To keep live events worthwhile—and better than their virtual cousins—organizers must find new ways to assure not only participants' safety, but their ROI. 

The latter is something organizers haven't had to do—and something they may not be able to do.

For the harsh truth is, while virtual events are far from great, they're good enough. 

They allow buyers and sellers to connect, while eliminating almost all of the downside risks inherent in live events.

And in a risk-averse world, that says a lot.

Live events may be history, unless organizers find ways to reduce participants' risks.

Not one day, but now.

Above: Conference at Night by Edward Hopper.