If you want to keep up to date with the evolving movement of virtual events, learn about our experience in organising the first major virtual fair in the Balearic Islands: Balearic Yacht Show.
The pandemic has meant a change of model in the design and organisation of physical or virtual events. Currently, and in the near future, event production has a new mentality where security is a priority and many companies will opt for hybrid events.
Today, we are aware of the importance and the enormous power of influence that characterises the digital world. At our Marketing agency, we are committed to incorporating new technologies into the various business models. To show you that it works, we invite you to explore the production and execution of one of the first large-scale virtual fairs in our territory, held last November: Balearic Yacht Show.
Once the technological development tender had been awarded, the Balearic Yacht Show was announced on 17 September 2020. With the event taking place on 18-20 November the same year. The fair had 150 stands, more than 40 conferences, product exhibition area, clickable map, company information section, keynote conferences, private business events and networking events, as well as the basic configuration elements of the fair.
Objectives of the Balearic Yacht Show
The objectives set by The Balearic Yacht Show reflect our personality and are key to creating a business strategy base. Some of them included:
- To ensure that the event is held in a solid and versatile environment and in a safe sanitary framework.
- Attract new visitors and exhibitors who cannot travel and want to be present and develop their business.
- To offer different Stands based on the contracting made by the exhibitors. (Essential, Pro, Plus or Platinum).
- Guarantee a personalised user area with schedule, visits and recommendations.
- Create relevant content to increase the visibility of the fair in search engines and improve engagement.
- Build loyalty through established channels.
- Encourage hybrid presence by creating an additional loudspeaker for exhibitors.
- Innovate and promote the incorporation of partners in a sector cluster.
- A 365 platform.
Solid Event Platform
After the cancellation of several international nautical events, it was time to create a new virtual event format and thus place the Balearics even more at the epicentre of the nautical sector. For this, the support of a strong IT multinational was essential. Trifork is a Swiss multinational that offers technology services and software solutions to governments, companies and suppliers. Since 1997, they cooperate in software programmes to develop virtual events on an international level, such as QCon London, GOTO Conferences and since November 2020 they transferred their experience to our territory in the Balearic Yacht Show.
Communication is Key
Although having a powerful technological platform is fundamental, communication with sponsors of a virtual fair is essential although different than physical events. Organising the Balearic Yacht Show meant a close relationship between collaborators, speakers and stand holders. Various training sessions were carried out to explain how the platform works and how companies should interact at the show. As it was one of the first virtual events in the industry, collaborators had to be fully aware of how the fair would work.
Cohesive Events Team
The efficient team made it possible to push the event without technological and logistical fissures. With our team of virtual event organisation specialists we worked together to support the IT specialists and digital marketing professionals. Our network of top speakers and renowned professionals in the industry helped to guarantee quality conferences throughout.
Broadcasting the Event Online
While attendees to physical events can live the experience in situ, the Balearic Yacht Show reached thousands of visitors interested in the nautical sector. After the event took place, the sessions were available online on various channels meaning more people around the world could access them.
Sticking to Budget
Although there is no denying the pleasure socialising face to face at a physical show, the reduced organisation costs (compared to offline events) of the Balearic Yacht Show still provided us with a stage, logistics, top speakers, entrepreneurs and renowned professionals from the nautical sector.
Working with Government institutions
Finally, for a virtual fair to be successful, the role of governmental institutions is fundamental. Balearic Yacht Show had strong institutional support: the Mallorca Chamber of Commerce and Balearic Marine Cluster. In addition, each and every one of the local and national marine associations participated actively. Last but not least, City Councils, Councillors, local government, Port Authority, Ports, Maritime Rescue. With more than 30 institutions in total that supporting the event.
Balearic Yacht Show in Numbers
Almost 3,000 attendees, more than 40 conferences, 110 speakers, 36,000 visits to exhibitor stands, 1,823 registrations, of which 561 VIP, 11 national and 15 international agreements signed. Online reach of 1,148,000, average email opening rate of +60%, 255 publications in the press; It’s safe to say the Balearic Yacht Show was a success in terms of participation, transmission and quality.
If you are interested in learning how we can help you to create your virtual event, don’t hesitate to get in touch and we’d be happy to offer you a free consultation.
