The Future of Event Marketing: Going Virtual, Events for Marketers and Brands

January 12, 2021

Tech’s biggest tradeshow of the year took place this year in its first-ever virtual entirety. The Consumer Technology Association describes the show as

“an all-digital experience connecting exhibitors, customers, thought leaders and media from around the world. The new [virtual] format will allow participants to hear from technology innovators, see cutting-edge technologies and the latest product launches, and engage with global brands and startups from around the world.”

The Las Vegas-based tradeshow featured 2,000 vendors this January 11-14th (scaled down compared to last year’s 4,000+ exhibitors) across virtual exhibitor rooms, showcases, demos, panels and more.

Media outlets, buyers and brands alike have consequently had to pivot to digital in terms of planning and strategy for the traditionally in-person tradeshow. This major shift to virtual events, though primarily in response to COVID-19 safety measures, is something that may very well be here for the long haul.

Gearing up for CES Event Success with Dynabook

Even the most seasoned CES marketers and brands have had to navigate what is essentially uncharted territory in CES history with this changing landscape.

When laptop manufacturer Dynabook (formerly Toshiba) turned to us to create an impact for their exhibitor space in this year’s show, we knew there were certain creative considerations to prioritize.

Modera’s work for Dynabook’s CES showcase this year included branding and collateral pieces for their virtual showroom.

In contrast to last year’s marketing materials, which featured print, social media and other materials for the in-person experience, this year’s virtual format highlighted the importance of having visually compelling elements at every touchpoint of the experience.

In addition to CES, Dynabook is participating in a number of virtual events this year, including TCEA Convention (geared towards education), among others. For each event they participate in, Modera is helping to create a visual impact at their virtual “booth” with engaging banners, collateral & video content.

Contains DynaBooks range of laptops, and tablets and technology

The Future of Virtual Event Marketing

There’s no doubt that this global pandemic increased demand for professional meetings and conferences in a virtual setting, and that both small and large-scale virtual events are here to stay. If this global pandemic has done anything for the virtual meeting space, it’s raised the standard of what the experience can and should be.

For innovators, navigating virtual event spaces means brands should adapt by staying on top of trends, always learning, and pushing the bar for accessibility and user experience.

Having the right tools to make a splash, whether you tap into your in-house team or use an agency, can make or break your next event.

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Are you ready to kickstart your virtual event planning? The expert team at Modera can help you with the digital marketing tools you need to make a meaningful impact, from graphic/web design, to content production, to lead-generating marketing plans. Get in touch with our team!