The COVID-19 pandemic has significantly impacted live events across the world, and we wondered if this meant the end of in-person events and trade shows. Are Event Managers moving strictly to a virtual event scenario with Zoom or Teams meetings leading the way? How will companies market their products, now and post Coronavirus? We asked our Sales and Marketing Manager, Alexandra Kral, for her thoughts on the rise of virtual events and virtual exhibits.
Alex felt there were many benefits for companies to host a virtual exhibit experience while in-person events are in a holding pattern (and as a complementary solution when people are back on the trade show floor). She says that "...our world is changing; the way customers want to interact with products and how they consume information is evolving. We need to look at ways to meet those demands and provide experiences that cater to those needs; in-person or virtually."
She talked about three benefits of a virtual experience:
Show locations or travel restrictions no longer limit attendees
An online platform increases sales opportunities (the virtual exhibit can be accessed online long before or beyond the official event dates)
A virtual experience gives clients a new way to interact and engage with products or services
"We've already started seeing our industry offer more interactive events and virtual experiences. At Exhibit Solutions, we leverage the exhibit designs and renderings created for our clients to develop a virtual booth experience. We design and create 3D environments where visitors can watch avatars give demos, play video messages from the CEO, and actively explore services or new products.
Whatever the reason a prospective client is not able to attend a live event, you can always invite them to visit your booth virtually. These customers will be able to access information in a new way and explore solutions that may otherwise be overlooked on a traditional website.
Companies can improve their sales process and extend their marketing channels beyond the confines of a physical space or time-constrained event. Businesses should consider the opportunity for conversion in a virtual space.
Also, not every introvert wants to attend a busy tradeshow and compete for face-to-face time with a salesperson. They want to request information and ask questions on their terms. A virtual experience with access to spec sheets, videos, and online demos gives them just that.
Ultimately, my feeling is that you can not replace the in-person experience. What I am saying is that the way customers want to interact with products and how they consume information is evolving. We need to look at ways to meet those needs and provide experiences that cater to those demands; face-to-face or virtually."
It sounds like the virtual event experience may be here to stay. Marketing efforts are focused on earning a customer's time and attention. Virtual meetings, webinars, virtual exhibits, and virtual experiential initiatives, are all part of the (not so) new tools available to successfully market your company and products in a post-COVID world.