Listen — by now, we’re all pretty sick and tired of traditional old Zoom calls. Connectivity issues, disjointed conversations… It’s no wonder National Geographic is publishing studies on the effects of “Zoom fatigue.”
But this past year has also shown us just how useful and convenient virtual engagement can be. Whether it’s working from home or attending far-off gatherings, the benefits of video communications have never been clearer.
Juggling these two realities beckons a difficult question: How do we harness the power of online meetings without succumbing to Zoom gloom?
Perhaps no one needs such a virtual solution more than the trade shows industry
Unsurprisingly, Covid-19 had a serious impact on all sectors that rely on mass attendance and travel. And in the world of trade shows and business conferences, that impact was palpable.
In June 2020, for instance, over 70 percent of B2B executives stated that they’d canceled an event. Another report noted that the $15 billion trade show industry was likely to take its biggest financial hit of all time.
With their backs against the wall, conference organizers turned to video. In it, they found a solution that isn’t just a temporary stopgap; it’s a door to untapped possibilities.
Sure, virtual events sacrifice some networking ability… But that negative is offset by an exponential increase in accessibility. Remote capabilities negate the need for travel, and the ability to record is a godsend for anyone facing schedule conflicts. The bottom line here is greater reach and, in turn, wider impact.
Plus, early returns on virtual conferences are showing that they’re actually no less effective in creating leads. As such, it’s no stretch to imagine that new-age trade shows will be defined by a reduction in in-person attendance alongside a corresponding rise in online attendance.
… Especially when you have the tools to make those online experiences memorable.
At Structural Graphics, we’ve spent the past year-plus developing such tools
Our goal is simple: Transcend the monotony of your average Zoom conferences and forgettable collateral mailers. We want to create an interactive experience — one that does your brand justice.
Most notably, we’ve developed virtual trade show booths that essentially mimic the in-person sensation. In some instances, such actually fold out with panels that hold small video screens with your chosen content. In others, those panels contain augmented reality tags, QR codes and NFC tags that launch the virtual experience right on your phone.
In either case, these unique dimensional mailers can immediately bring your viewers to relevant online resources. You get every benefit from a trade show interaction — without having to compete with neighboring booths for attention.
And that’s just the tip of the proverbial iceberg. Depending on your needs, we can tailor the virtual experience and accompanying materials to fit. For instance, we’ve recently partnered with a number of healthcare marketers on:
- Interactive invitations — Eye-popping first impressions that cultivate curiosity in the short-term and transform into desktop mainstays that build brand recognition in the long-term.
- Information kits — Helpful step-by-step guides to preparing for, logging into, and participating in any sort of virtual affair.
- Interactive elements — Any sort of resources to accompany the main event, from quizzes to polls to follow-along materials.
- Classic takeaways — All the goodies you’d normally accumulate at a trade show, including t-shirts, swag, snacks, and presentation materials.
See them in action here and give us a shout to see how we can make your next virtual conference come to life!