A clear change last year was that all networking events and exhibitions went online. Many exhibition organisers created great virtual events with outstanding speakers and the usual breakfast networking meetings worked well online too.
So, has the trade exhibition changed forever?
Virtual events
For the foreseeable, as we’re in another lockdown right now, we see that virtual events will continue. In fact, they’ll be with us well into the future because they not only offer a good return on investment for the organisers, but they also offer a more personalised option for attendees.
People are time poor, so if they can fit in two insightful talks relevant to them out of a 2-day conference which offers over 50 talks to choose from, this means only two hours away from the desk and no additional costs for travel.
Personalisation is key and what a virtual event has handed us is an opportunity as an attendee to tailor what we see and when without leaving our desk.
Webinars
We’re planning webinars with a number of our clients which would usually be taking a stand at a trade exhibition. Therefore businesses, most certainly this year, should look at what opportunities a virtual event could offer.
Content from the event can be shared on social media, email marketing and through blogs on your website prior to the event.
This extends reach further and helps to position your brand as a thought leader in its field.
Our blog on marketing for virtual business events has tips for marketing your own webinar.
Exclusive
Producing an event that is more exclusive could be the way forward if you are dipping your toe in the water. If you have key clients or prospects you could send a personal email inviting them to a 45–60 minute webinar.
You could check what themes they may be interested to hear about first. But ultimately you want to be providing them with useful information for their business, that answers the challenges that they face.
Avoid being salesly. A webinar is not about promoting your product or services, it’s about giving insight that will help people run their business.
Following the webinar you can then share the video online of your talk. This again is a great way to get unique content on your website which will help with your search engine optimisation (SEO).
Into the future
Virtual events are here to stay. That’s not to say that we will see the end of exhibitions and trade shows. But certainly for this year they will be the chosen platform for events for the majority of event organisers and visitors alike.
So, if you are interested in exploring your own webinar as part of your digital marketing campaigns for 2021, do get in touch.
Digital marketing agency, Croydon – book a consultation and we can help with your digital marketing planning and make your website a lead generation magnet.