Last May, BC Wood CEO Brian Hawrysh was forced to postpone the 17th annual Global Buyers Mission (GBM) at Whistler BC due to Covid-19, but he would have been forgiven for cancelling the event altogether given the significant challenges associated with executing the complex international event in a virtual format, particularly as Zoom-fatigue was setting-in and the pandemic dragged on. However, demand for this one-of-a-kind networking event for buyers and sellers of value-added wood products remained strong and the BC Wood staff were determined to create a workable alternative to the in-person event.
Proceeding virtually did not come without risk, and in fact some did hold back, but in the end more that 660 wood buyers, sellers and specifiers of value added wood products tuned in, fully 85% of the usual in-person participation level. According to Hawrysh, buyer attendance was up from the USA, Japan and Korea (thanks to BC Wood’s in-market reps in those areas) as was the contingent of architects and specifier groups. “Feedback from manufacturers affirmed that a virtual tradesheow is not preferred over an in-person event but most were pleased, such as Juliann Gauthier of Mira Timber Frame, who commented he was already bidding on two jobs that came from leads from the tradesheow floor.”
Longing for a return to in-person tradeshows, Fraserwood Industries’ Kurt Westerlund was highly complimentary. “The best digital event I’ve attended since the pandemic began”, he said. “It’ll never compare to the real thing but I was surprised how much they packed in and how well it all worked technologically.” Westerlund said he didn’t expect anyone would come to his presentation, but in the end “it was better attended than last year.”
The GBM also exceed the expectations of Interpro Export Group/Dakeryn’s Aaron Bayntun. “Once we were set up, the show was ‘plug-and-play’. Attendees were able to effortlessly jump in and out of meetings, catch informative seminars of their choice, and join social roundtables to make new connections”. Most notable for Bayntun, was “the significant effort BC Wood put into scheduling daily appointments with offshore customers.” More than 300 thirty-minute meetings according to Hawrysh. Johnny Matak of Daizen had a mixed response. He noted the seminars were more productive than the tradeshow but his best success came from leveraging the event by inviting current customers to come by the booth for a virtual shop tour.
Whether BC Wood will be allowed to host an in-person GBM this September is unknown but Hawrysh is already making plans. “Hopefully, we’ll be back in Whistler with an in-person event but given our experience last week, future GBMs will likely be a hybrid of the two—in-person supported by virtual activities.” According to Hawrysh, this should mean greater participation from more buyers and countries, more involvement of off-site industry sales and technical reps, more social tables with a greater diversity of topics and perhaps even an online golf tournament.”