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What’s Next for Marketing Events?

While regulations continue to ease, trade show attendees and marketers alike are still having a challenging time this year as viruses and other illnesses are affecting the event business. Questions like these are still in the forefront of every event marketer:

Cancel a physical event?
Reschedule to a later date?
Change the venue to a virtual one?

Major events scurried and struggled to change direction in an effective and satisfying way even with few feasible possibilities. Similar to the initial COVID outbreak in 2020, marketers, brand managers, and every other type of expert were confronted with new, unanticipated adversity. Today, COVID is still taken into account as organizers and participants use testing tools to guarantee that live events are safe and secure.

In addition to the virus’s pervasive presence, global disruptions continue to present risks for event marketers in particular. Despite the fact that wishful thinking can get us through the day, marketers must be ready for unforeseen events that force last-minute modifications and adapt with a nimbleness that will benefit the brand for years to come. Here’s how marketers can successfully execute their future events while hoping for the best but planning for the worst.

Are Double Events Coming to an End?

It’s tempting to believe that live events are the best and that virtual events are a good substitute. Pitting live events against virtual ones with this binary mindset would only result in inconsistent marketing tactics.

In truth, skilled marketers can put on a show that generates outstanding ROI via webcam, in a conference center, or in a combination of the two with the correct customer-centric approach and a comprehensive event management software. The advantage of holding a conference electronically or in a hybrid environment is the potential to hyper-personalize content for participants, collect information on what was memorable and interesting for listeners, and apply findings.

For instance, identifying a customer who acquired a certain eBook or white paper a few months ago as an event attendee enables customized recommendations on tracks and content that suit their particular needs. Throughout the year, event data can be leveraged to keep clients engaged with pertinent touchpoints that relate to their event experience. Events are a potent marketing channel, regardless of when and where networking and learning take place.

Does Content Always Rein Supreme?

Don’t be misled. An in-person presentation or Q&A does not imply that the material will be of a high caliber. The audience might not be convinced even if there are brilliant lights, a chic location, and rock star speakers. Content provided online needs to be educational and entertaining, delivering unique insights based on the viewer, much like you may carefully consider a presentation for a stadium audience of thousands. A virtual conference that keeps participants’ eyes on screens and engaged with other virtual attendees is significantly preferable to an in-person conference with boring content.

In comparison to a more conventional in-person event, virtual events can generate thousands more unique experiences by investing in intelligent and pertinent material that is targeted at attendees based on preferences, buyer stage, interest, and prior engagements.


When it comes to the restoration of normalcy, event marketers are still in the dark. However, by approaching events holistically and developing tailored, compelling content targeted to customer preferences and insights, your event marketing programs will transcend the dichotomy of virtual and physical and deliver personalized content through engaging experiences to strengthen brand affinity and grow customer relationships.