Brand must be brought to people: Many small events instead of a few big ones

The vaccination campaign is in full swing, closures have been lifted. But 26 percent of all current inquiries received are for physical event planning and 35 percent are for hybrid events with a mix of digital and live, reports German agency Vok Dams.

Despite relaxations, there are restrictions and rules that have a significant impact, at least in the short term. Large-format, international events will return. Currently, however, there continues to be reduced travel due to adjusted travel policies on the part of companies, Covid 19 protection orders that set a maximum number of participants allowed, and travel restrictions imposed by countries around the world. And even when participation is possible, there may be individuals who are still hesitant to get on a plane and travel.

If many people can't come to a single event, then the brand has to be brought to the people. This has given rise to the trend of holding many smaller events at many different locations. This is also confirmed by a study of the German GCB Meeting- und EventBarometer, according to which almost 50 percent of event organizers plan to hold regional or smaller events in 2021.

Hybrid roadshow as a solution  

Roadshows in particular offer special potential for addressing customers directly. As a very flexible event format that can be scaled as required, hybrid roadshows can be used to address very different target groups. They can replace trade fairs, press events, central launch events, kick-off events or management conferences, for example, and create new points of sale. Hybrid roadshows can be designed for showrooms, pop-up stores or locations. However, they certainly contribute to increasing brand awareness, strengthening identification with the brand within the target group, and ultimately increasing sales.

While the physical aspect of hybrid roadshows scores with direct and personal contact and a multi-sensual approach, the digital component focuses on customer insights, reach, and performance measurement. In hybrid roadshows, the live experience is bundled with digital communication channels and technologies in the form of gamification, social media, or analytics tools, for example, so that the potential of the direct customer approach is significantly increased with the help of the data collected before, during, and after the live event. For example, the experience reaches the right participants via social media, is digitally enhanced on Experience Hubs, and remains an experience at all touchpoints that addresses the personal, individual needs of the participants. Through longer and more intensive brand exposure with simultaneously increased reach, hybrid event strategies can also create a collective perception for brands and products.

VOK DAMS provides the current white paper on the company website (www.vokdams.de/news) and under the following links for all interested parties in German and English available for download free of charge.