At MC2, our mission is to bring people together one meaningful experience at a time. We have always dedicated our focus to creating memorable moments that deliver value for both brands and attendees. From traditional trade show booths to experiential activations, as the brand experience landscape shifted we have been able to adapt and thrive with the evolution.
Circumstances have once again created the need for our industry to rapidly adjust our event strategies by temporarily replacing live with virtual experiences. This shift has taught us two important lessons. First and foremost, we have learned just how vital face-to-face connections are for creating lasting customer relationships. We’ve also discovered that digital technologies, including virtual events, help enhance the attendee experience and have proved to be a reliable short-term alternative, as well as a long-term solution.
In 2021, as live events return, virtual technologies will help to increase a company’s reach, expand awareness, boost brand visibility, and improve the way we measure return on investment. A hybrid and integrated trade show marketing model will become an essential addition to any successful event strategy.
Going Beyond the Show Floor
As we embark on the new frontier of brand experiences, we see the opportunity for brands to speak to their customers, partners and prospects by breaking boundaries and innovating. From virtual to hybrid, you now have the chance to connect with your audience on their terms. Our team of strategists and designers has come up with three ways to take your traditional exhibit to the next level.
? Host a live event directly from your office or one of our in-house studio locations across the United States and abroad.
? Showcase services and product lines in-person to a select number of people and/or broadcast virtually.
? Share thought leadership and subject matter expertise.
? Distribute content across numerous social media channels.
? Create evergreen content for your website.
? Invite VIPs, media outlets and target buyers to gather in a socially-distanced manner.
? Take your exhibit on the road and meet your customers where they are.
? Organize a multiple stop road tour with small intimate gatherings along the way.
? Promote the tour on your social media channels.
? Broadcast live from the road and document the entire experience, including behind-the-scenes footage.
? Display products at each stop and allow attendees to engage in a safe way.
? Expand your exhibit concept with a fully immersive digital world.
? Tell your story within an interactive and dynamic narrative arc.
? Broadcast live and simulive keynotes, product demos, fireside chats, panel discussions.
? Engage with your attendees in a live community group or 1:1 chat.
? Distribute downloadable marketing collateral and product information.
? Track user activity with buyer intent signals.
? Create ‘virality’ with gamification, leaderboards and social media sharing calls-to-action.
For more information on how to reimagine your exhibit, download our ideas here.