Adjusting Event Marketing Strategy to a Virtual-First World
Of all the disruptions faced by marketers due to the COVID-19 pandemic, events were one of the most challenging. Especially in B2B where industry conferences are so critical to generating business, how were we going to adapt to a world where in-person events were impossible?
In March 2020, Pareto Intelligence was supposed to attend its largest annual trade show. Instead, the event was transitioned to virtual and postponed to June. We had just a few short months to build our first-ever virtual event experience to ensure our sales team received the same value out of the digital conference as they would in person.
Project Overview
Dates: February 2020 to July 2020
Strategy & Project Manager: Bre Bush
Copywriter: Bre Bush
Designer: Tammy Allen (portfolio)
The Solution
- Design and code a virtual exhibit booth experience that highlighted all the value that Pareto Intelligence had to offer
- Develop a holistic marketing campaign that encouraged engagement with our virtual booth and generated interest for the sales team
Interactive virtual booth experience
Conference advertisement
Social media
Event summary landing page
Thought Leadership Session
Pareto also co-presented a success story with a client during the virtual event. This opportunity was used to promote Pareto as a thought leader and elevate perception by showcasing real-world results with an actual client.
Promotion on Pareto Insights
Social media
Presentation materials
Results
- This campaign is a Graphic Design USA 2020 American Inhouse Design Awards winner
- 1 high-value lead generated directly from the landing page
- 69 visits to virtual exhibit booth
- 157 downloads of resources available in the exhibit booth
- 129 attendees to session presentation
Note: Total attendance for this event was less than 300.
Pingback: Boosting Engagement at Industry Conferences – Bre Bush | Marketing Portfolio