For many businesses, events have traditionally been one of the biggest engagement tools in the armoury. Whether large scale exhibitions, conferences and trade shows, or small business seminars, networking groups and meetings, face to face engagement sat right up front and centre in most brand’s strategies to connect with audiences.
But no more. The pandemic has put a stop to this activity, with devastating consequences for the global events industry and related sectors. Event organisers and marketeers have been presented with the biggest challenge they have ever seen, how to maintain brand awareness, trust, communication and build new customer relationships without the option getting in front of them on a regular basis. And to add further stress into the equation, no one knows for how long this may continue.
What is known though, is that inaction is not an option. Failure to pivot, to find new solutions, to engage in different ways will see businesses left behind while their more innovative competitors or eager new kids on the block survive and thrive.
Virtual is the new reality
Virtually overnight, the events industry has had to go ‘virtual’. In fact, according to the Bizzard Event Outlook Report 2020, 87% of the world’s leading event organisers are running virtual events this year, and 90% intend to continue with a virtual element in the future. So with video conferencing now a feature of daily life, everyone has had to adapt to this being their main or only form of interaction with others.
There’s no doubt that the availability of video conferencing has been integral to business continuity and customer relationships throughout this crisis, enabling face to face meetings in a sense, to take place.
But events via video conference, especially large-scale ones, are much more challenging to replicate with anything like the effectiveness and positive outcomes achieved by the live versions.
And with 80% of events organisers seeing the KPI of ‘engagement and satisfaction’ as the biggest measure of success, the engagement challenge is clear.
Bringing virtual events to life
Business usually reliant on events have had to learn fast how to adapt them online. Studies have shown video calls and meetings to be more tiring, requiring a different and more intense sort of concentration – resulting in people feeling ‘all zoomed out’ only a few months into this crisis. This has made event producers mindful of timings and duration, leading to shorter length talks and discussions, perhaps broken up over days rather than running solidly for hours.
There’s also the atmosphere. Replicating the atmosphere, the bustle and upbeat spirit of a live event is tough. A sea of faces on a screen, however smiley and positive, will be so much more difficult to engage. Deciding when to mute and unmute, ensuring everyone can participate in discussions, throw in a few technical difficulties, getting a truly valuable experience for all involved is not easy.
So some events organisers have turned to live entertainment to create an atmosphere. Magicians and musicians are just some of the performers who have been called on to liven up online conferences. Quizzes and games offer the opportunity to break away from serious business topics and have a bit of light-hearted fun and interaction. Some businesses have invested in virtual escape rooms and virtual reality experiences to offer something innovative and enjoyable to delegates or teams. And many of the video conferencing facilities have developed what’s possible, offering breakout rooms so delegates can get one to one time with each other as well as view talks.
An opportunity for inclusivity
There are some positives in the move towards virtual events, and a big one is the opportunity to access new customers. The cost to attend many conferences and events can be prohibitive, as can the travel and time. A lower cost event, accessible from a home computer, could open up possibilities to reach people with family, physical or other practical barriers.
Savvy firms will seize the opportunity to engage these new audiences. Getting your brand message across could convert these audiences into customers, and possible delegates for future events, if they see the value on offer.
Be socially distant but not psychologically distant
Social distancing has had a damaging psychological impact on many people. Not being able to see family, friends, colleagues and enjoy the social side of life and work has been a distressing element of this pandemic.
For many people, work meetings, networking groups, workshops, seminars, conferences and exhibitions are highlights of their working lives, an opportunity to share, learn, meet new people, socialise and have fun. And this distance could be set to stay for some time.
The challenges for leaders and businesses is to overcome this distance – with their own remote working staff and their customers, and this will take effort and creative thinking.
It means showing empathy, offering support and genuinely and consistently being there, front of mind. If your staff and customers know you care for and value them, that you understand what they are going through, that you can and will help, this will build a connection and engagement level likely to last.
What does all this mean for promo?
Like ying and yang, like fish and chips, two things which always went together were events and merchandise.
Trade conferences and exhibitions have traditionally seen delegates hauling around a tote or canvas bag – branded of course, which gradually fills with free corporate goodies and giveaways over the course of the day. Smaller events like networking groups and webinars would see branded stationery given out or other merchandise. Promotional gifts would often be left behind at client meetings and presentations. And businesses also used branded giveaways to connect and engage staff and keep them on board with corporate messages and values.
With virtually all events now being virtual, the need to stand out becomes even important. Event organisers and businesses will be competing for attention in this digital world and trying to be different, innovative, creative, better than the rest.
So just like the events themselves, the role promotional merchandise plays in marketing must change.
It’s time to get creative like never before
If there ever was a need to think outside the box with your promo, it’s now. Because while it may not seem obvious, this is a big opportunity.
Businesses need to connect with their customers – without the luxury of face to face meetings and events. They need to show care for their staff’s well-being and motivate them – without seeing them regularly. And they also must keep the visibility of their brands out there, in difficult, uncertain, turbulent times.
Promo doesn’t have all the answers. But it can be part of the solution with the injection of fresh ideas, creativity and innovation.
Many businesses will have saved a significant amount of money due to the lower costs of virtual events versus live ones. This means an opportunity to invest in a higher quality, carefully devised suite of promotional merchandise items to help compensate for the loss of direct contact with audiences.
Promotional merchandise – reimagined
How can your promotional merchandise strategy support and enhance your marketing and branding strategy in the ‘new normal’? Here’s a few ideas.
- Get personal. In these gloomy days we are going through, what better way to brighten the day of a customer, prospect or employee than for them to receive a surprise gift in the post. It will look personal and caring, and show a level of individualised effort, especially if it’s relevant, useful and well-designed.
- Liven things up. No matter how hard event organisers try, watching talks and discussions via a computer just won’t be the same. What can you do to improve the experience? How about some luxury snacks and drinks? Little games for the breaks? Silly but fun gifts to get them away from the screen and into the garden with their kids, like space boppers?
- Incorporate promo with virtual events. If you want to keep front of mind while delegates are concentrating and contributing in an event, why not send them a brand new pen and notebook so they are all set for taking notes or partaking in an online quiz. Or a funky coffee cups ready for a group coffee or to keep them going during the day?
- Look after their mental health. Mental health issues have been on the rise during this pandemic. A well-chosen product to boost mental health and well-being could be a boost for your brand. Think sporting, fitness, cycling, yoga and outdoor product ideas.
- React to the trends. New trends have been forced upon us thanks to lockdown and changing circumstances for many. Obviously, staying in is the new going out, eating in is the new eating out, exercise, picnic fun, staycations and indoor hobbies like board games are all in demand. Thoughtful and relevant on trend merchandise will make the right impression.
- Branded apparel. When was the last time you reviewed your apparel? If you have staff returning to work or want customers to proudly sport your logo as lockdown eases, now’s the time to make sure your apparel is attractive, well designed, desirable and appealing to wear.
- Think quality not quantity. If you’ve been able to save money through reducing the quantity of promo you need to buy this year, why not up the quality? Buying fewer but premium quality products could be the perfect way to continue a relationship with loyal customers, spark new conversations with strong prospects or reward staff for staying with you through this tough time.
- Increase engagement in events. Offering a great quality branded gift, goodie bag or gift set could be a strong enticement to encourage delegates to attend your networking/industry virtual event or webinar, or you could offer this as a reward for early registration. If it’s a fabulous gift, it’s likely delegates will shout about it on social media, giving your brand an even higher profile.
- Support the Covid-19 hygiene effort. Hygiene is now high on the agenda for everyone, and hygiene products will be well-received. This might include branded sanitisers, masks and sanitiser holders. But you could get even more creative with branded hygiene keys and a range of anti-bacterial products including water bottles and even pens.
- Support sustainability. It’s been well documented that the environment enjoyed a bit of breathing space during lockdown with a reduction in pollution. However, sustainability has arguably taken a back step as ‘single use’ has been necessary in the fight against Covid-19. A way to show your commitment to the sustainability agenda could be to treat your staff or customers to one of the many eco-products on offer, from stationery to coffee cups.
The impact of your promo just got bigger
Done thoughtfully, creatively and innovatively, your promotional merchandise campaign will only get more powerful. The reason? In the tough times we are all facing, a carefully planned, relevant and appealingly designed branded gift will put a smile on the recipient’s face.
In the absence of swathes of giveaways at conferences, yours will stand out.
In the absence of social and professional interaction, your products will make the receiver feel valued and cared for.
In the absence of the atmosphere of live events, your effort to add some fun and enjoyment to the virtual version will be appreciated.
And promotional merchandise which is appreciated is more likely to be kept, enjoyed, valued and your name and brand remembered.