The global event tech exhibition and conference Event Tech Live is taking a new approach for its 2020 event — and perhaps no one is better equipped to go (partially) digital, due to their depth of knowledge with event technology.

This Nov. 2-6, Event Tech Live will take a hybrid approach, expanding its typical two-day trade show (which will still take place in person, Nov. 4-5, at The Old Truman Brewery in London, incorporating procedures overseen by health consultants to ensure safety for all attendees) to include five virtual days of content, as well.

“ETL introduced a virtual element last year, and there is no doubt that COVID-19 has accelerated our plans to go fully hybrid,” says Adam Perry, co-founder of the event.

“We have seen many events around the globe pivot to online only to keep their community connected and provide value for their sponsors…we are at an advantage there, having vast knowledge of the event tech landscape together with the experience of what can — and can’t — work,” he adds.

The 2019 edition of ETL attracted 2,500 people from 40 countries, and Perry is expecting the hybrid approach to ramp up those numbers. “With over 25 percent [of our] audience based in the U.S. and a huge interest in technology there, we are aiming high and hope to see record numbers this year,” says Perry.

In implementing this approach, he adds that ETL is opening its content to the whole world—particularly those who can’t travel internationally to London in November for the on-site component.

The response from exhibitors about the hybrid model so far has been “fantastic,” Perry says. “There’s real excitement at the prospect of an event that’s consistently delivered beyond its big promises and added even more value and opportunities.”

For example, Mark Maydon, director at visitor tracking company Crowd Connected, says they’re pleased to see this multi-dimensional week taking shape. Since the company already licenses its software to customers around the globe, he says this will be a great opportunity to tap into more of ETL’s audience and connect with key buyers.

Perry says exhibitors will also benefit from the efficiency of being able to set up key meetings and demos earlier on, leapfrogging their sales cycles into 2021, through using the technology and platforms ETL is putting in place.

As far as content at ETL, it will be cutting-edge related to the current world situation. For example, topics of discussion will include contactless events, cybersecurity, COVID-safe technologies — and of course, marrying online with in-person events, just like ETL is doing.

Registration for Event Tech Live opens later this summer (go here for details). Perry says both free and paid options will be available, depending on how attendees wish to engage with the event. All educational materials will be accessible free of charge during the event.

Subscribe to updates for ETL here, or if you’re interested in applying to be a speaker, go here.