Events have always been a crucial part of B2B marketing. We go to industry events for networking opportunities, information exchange, and connecting with potential buyers. The COVID-19 crisis made the traditional way of partaking in events—travelling, setting up a booth, and talking with as many people as possible—impossible, so we pivoted. Luckily, things have bounced back, but virtual events haven’t gone away. These events take place over Zoom or online and are more important than ever, but you should have a show strategy in place to maximize their effectiveness. Read on for ways to make the most out of your participation in virtual events.
Create a strategy for your virtual event
Every success starts with a strategy. Whether you’re participating as an event vendor or sponsor, consider all the ways you can reach potential buyers before, during, and after the event.
Before you dive into the long list of marketing devices available as part of the show, define what you want to get out of it. Look at the opportunities and shortlist them. Before you make your final decision, consider how you can measure success for each. Don’t shy away from testing and measuring the success of new tactics. This is an unprecedented time, and you’ve already made the bulk of the investment.
Each show has its own list of sponsor marketing opportunities available in different phases of the event. Consider the best ones to get your brand in front of potential customers as part of a sponsorship.
Pre-event
A lot of work goes into the pre-event marketing, whether it’s in-person or virtual. Sponsors are included at every step, and you might consider incorporating your brand into the event marketing. Sponsorship slots are often available on the event website and landing page, in banner advertising, on social media, and in the event newsletter.
Maximize your email house list by sending a special offer or gift to people who book a one-on-one with you during the show. Think about rewards for people who visit your booth. Make sure you’re set up to send automatic event reminders and registration confirmations.
During event
Your efforts during a virtual event will be similar to those during an in-person event—with a few twists. You’ll want to set up an exhibition “booth” in a “trade hall,” but it will have to be digital. This will likely include live online chat, digital brochures and collateral, pre-recorded video, and online product demos. Here are a few tips for your booth:
- Take the time to produce high-quality video in advance. You’ll need this to run between speakers, and it can be an effective way to maximize “down” time.
- Consider what special offers you can provide to visitors.
- Build clear, visually appealing transition slides for your speakers.
- Run polls, competitions, and surveys during the event. This can boost engagement and generate valuable feedback.
- Don’t forget the gift bag! Create a web page or use social media to give delegates access to a range of special offers.
In addition to your booth, you’ll do best by having dedicated social media staff to run livestreams and post updates.
Post event
Virtual events pose some challenges to marketers but have one major advantage over in-person shows: They can live on, online, for up to a year. This means that the work you put into the event has the potential to attract views, build engagement, inform audiences, and promote sponsors long after the date has passed. Plus, the video content and digital collateral produced during the show can be repurposed as needed. Plan ahead to keep up the momentum after the virtual event has ended:
- On-demand content.
- Post-event emails and social media.
- Video snippets such as highlight reels, individual sessions, and short-form videos. These can include sponsor acknowledgements such as opening and closing slides with logos and links.
- Podcasts. If you presented during a speaker session or Q&A, you may be able to repackage that content into a podcast after the event. Top and tail the event audio with a new intro and outro and include a mention of your sponsors as relevant.
Virtual events present unique challenges for event organizers but also great opportunities. With planning and strategy, you can maximize your impact before, during, and long after the show has ended.
December 9, 2020
