As previously mentioned, more brands are investing in digital experiences because of the tremendous opportunity of reaching more customers where they are in the “self-led” sales cycle.
At the same time, while in-person trade shows and live marketing events made a cautious comeback in 2021, event marketers are still navigating uncertainties in show scheduling and attendance.
That’s why it’s important to incorporate virtual strategies in trade shows and corporate events moving forward. The best way to achieve this is by utilizing a virtual event environment pre-show, during the show, and post-show — to ensure that you’re meeting your target audience wherever they are.
By partnering with a creative agency, you can work with them to create an immersive and interactive experience for users to learn more about your brand’s offerings. And, these digital environments can be customized for a trade show or for a specific event, uniquely capturing a marketing moment in the way that a trade show can.
The first step in developing a virtual marketing experience should always be working with your stakeholders to lock in specific event goals, just as you would for an in-person trade show. The sky is the limit when it comes to designing and curating a virtual experience, which of course is a huge benefit for creativity and ‘wow factor’ — at the same time, it can become easily confusing and frustrating for the user when there’s not a clear path of navigation with clear calls to action. The design and functionality of the virtual environment should always tie back to your brand’s sales and marketing goals for this specific event.
With that in mind, check out our latest resource here for tips on using a virtual environment in pre-show, during the show, and post-show engagement.
March 14, 2022
October 3, 2023
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