In 2020, companies and businesses turned to online events as an alternative to in-person events due to COVID-19. With those who previously held face-to-face events, 4 in 5 or 78% of people converted to online. Although online events were successful, people are starting to feel burnt out from them.
According to Activate Marketing Services in partnership with MarketingCharts, 9 in 10 or 90% of Demand Gen marketers agree that buyers are becoming fatigued with online events.
We all had to pivot last year to replace in-person events (tradeshows, association and industry meetings) … and most of us tried to fill the gap by replacing them with some sort of online/virtual event. With buyers becoming fatigued, and that will only be growing, companies are starting to redirect their focus. Instead, high-quality lead programs have risen up the ranks when respondents were asked to choose their top 3 options. That being said, companies are starting to focus more on content and engagement with their audience.
This doesn’t mean virtual events are going away anytime soon. Although I don’t know about you, but most of the online events I attended were pretty much busts.
What does your company have planned for the remainder of the year? Any in-person events? I know I’m scheduled to attend at least half a dozen trade shows between now and the end of the year and I can’t wait to continue to see people “live” and in person!
While we wait for the return of trade shows and other in-person events, join Matt Sonnhalter for a Marketing Minute to learn about some of the ways your company can utilize the latest digital technology to effectively reach your customers, distributors and employees in 2021. He outlines three tactics to consider–social media, virtual training and webinars–and offers some tips for success when using virtual platforms.
To view other videos from Sonnhalter, visit our YouTube channel here and let us know if there’s a B2T marketing topic you’d like us to cover.
If your company has recently missed an opportunity due to a trade show cancellation or the postponement of another event, it can have a significant effect on your bottom line.
This is especially true for manufacturers who market products and services to construction, industrial or similar markets.
Trade shows are a huge opportunity to promote your company, connect with potential clients, do demonstrations and network for referral opportunities. Therefore, if you miss one, you need a way to make up for the loss of revenue and business benefits.
In this article, we will discuss several ways to do damage control for these missed opportunities. With these strategies, you can turn a bad situation into something that helps your company grow instead.