We have reached the timeless marketing tool, which is none other than events. In 2020, when the coronavirus emerged, digital communication flourished, and events had to be redirected to another platform, which, beyond the initial challenges, opened up new opportunities and gateways, ranging from various online conferences to large-scale, creative MR (mixed reality) solutions.
However, we have heard from partners, clients, and journalists alike that while digital life is convenient, they miss, and even demand, personal encounters. Yet, the recovery only began in 2022. In-person events returned to a more normal course by 2024. In one of our blog posts, Sára Maschek, founder and professional leader of Bloom Marketing Solutions agency, emphasized:
“I consider it very important that, in addition to creating new acquaintances, we also invest as much, if not more, energy into maintaining our existing business relationships. I still believe that one of the keys to this and one of the most important and effective tools in B2B marketing is offline professional and partner events.”
You can read our article where we were discussing events as main character and trend in marketing here.
Despite the emergence of virtual events and their added value to the industry, there is still a place and time for personal meetings. Many in the industry share the opinion of Sára, supported by the LinkedIn The B2B Benchmark 2023 report, which reveals that 6 out of 10 professionals plan to incorporate in-person events into their strategy, and in the survey, event in this marketing industry was designated as the most effective B2B tool.
Why is the place of in-person events still strong in marketing?
Building Personal Relationships: Personal relationship-building has power. Executives, ideally already at the beginning of the year, mark professional events they wish to attend, and depending on the industry and company size, with the help of the marketing team, they plan their own partner events, on a wider or narrower scale. Events requiring personal attendance allow business partners, customers, and potential clients to meet in person and build mutually beneficial relationships.
Brand Experience and Presence: Organizing a well-planned event or participating in one can contribute to strengthening brand image. They can also help convey brand values and messages, not only through written and promotional materials but also through visual elements, exciting on-site activities, exhibitions, and presentations.
Development and Knowledge Sharing: In the form of conferences, workshops, and seminars, in-person events offer opportunities for professional development and learning about the latest industry trends.
In March, our agency assisted in the organization of a partner’s professional day, where, among other things, we proposed on-site activities, motivational speeches, and speakers, and we also prepared a video mood material for us for the post-event communication phase.
Whether it’s B2B or B2C, live events offer opportunities for personal relationship-building, brand presence, and experience-based marketing. While digital solutions offer many possibilities, in-person events remain essential for shaping successful business relationships and decisions.
If you feel inspired to organize a meeting for your colleagues or partners, feel free to contact us at bloom@bloommarketing.hu, and we will assist you in developing the details and carrying out the entire process.
