Friend, are trade shows dead? ☠️

The Show Must Go On By Traci Tucker

Virtual trade shows present new opportunities to reach prospects and gain business

Without a doubt 2020 has been a year fraught with challenges, the likes of which many of us have never before experienced. As we continue to adapt, we have learned to overcome some of these obstacles and discovered new ways to conduct business. Consequently, 2020 has also been a time of inspiration and innovation.

Patients can visit their doctor online, office meetings are conducted on Zoom and musicians are performing via livestream. Even the NBA has gotten in on the action with an experience unlike anything else we’ve seen as fans watched themselves in the arena cheering for their favorite team.

Companies who rely heavily on trade shows and conventions as their primary revenue generator have also learned to adapt. Live events are now taking place virtually in a variety of different ways, and those companies who have embraced the concept are realizing some key takeaways. In fact, the number of organizations who were planning on running virtual events doubled in 2020!

Admittedly, I had a tough time wrapping my head around the notion of virtual networking events, specifically tradeshows and conferences. In-person events usually have tradeshow floors with booths that ...[read more]

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They Say / We Say

Timing is Virtually Everything

Determining When and How to Promote Your Virtual Event

When should you start promoting your virtual event? Since travel time is no longer an issue nor is securing a venue, allowing for adequate promotional time is drastically reduced.

According to research compiled by Markletic,

• Most people need between three and six weeks to successfully promote small virtual events.

• For large virtual conferences, 65% of marketers need more than 6 weeks to promote the event and drive the desired number of registrations.

• 81% of virtual event organizers use social media to drive registrations.

• 76% of marketers say that email is the single most effective way to drive registrations.

“Promoting a virtual event requires a combination of different tactics

Lead Strategist Thom VanderKlipp

just like any other marketing,” says Thom VanderKlipp, Lead Strategist at Marketing Direction. “Definitely add the event to your web site, post on social media and send eblasts—all with a link to register. Be sure to promote through applicable trade organizations, and direct mailing personal invitations can also be a viable option.”

Don’t forget the branded goodies! Going virtual doesn’t mean skipping the swag that you would normally offer during in-person events and conferences. According to a Forbes expert panel, “A good company gift or care package can really tie the experience together, give management a solid conversation starter, and inject some humanity into the proceedings.”

Marketing in the Time of COVID

a Marketing Direction CMO Roundtable Event

Marketing Direction CMO Roundtable - Marketing in the Days of COVID

Christy Vogel, Marketing Direction Founder and CEO, recently discussed "Marketing in the Time of COVID" with some of our Lead Strategists - CMO-level team members who have Fortune 500 and decades of experience. Take a look at the video to hear what they had to say.

If you have a request for a future roundtable topic, send it to us here.

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