Two years of everyone staying indoors, almost afraid to go out on the streets, businesses switching to a remote working model, revolutionized activities, as it did all jobs. In particular, there has been a dramatic shift in business-to-business (B2B) events such as conferences and trade shows, which have moved from physical to online formats. In fact, webinars and video conferences, which have been in our lives for years, have accelerated tremendously. Zoom, Teams, Webex were the most talked about applications of this period. All this actually supported the enrichment of the user experience. Everyone now has a strong experience of online activities that no one wanted to do before, and no one feels awkward about them. In fact, some of the advantages of digital events, such as digital surveys and instant feedback, have made some events much more productive.

As the pandemic begins to wane and companies return to normal operations, there is a window of opportunity to develop cutting-edge B2B events combining online and offline elements. In other words, it is now possible to make a significant difference when the experiences gained from webinars and video conferences during the pandemic are used as an element of physical events.

Combining online and offline activities

As companies get back to business, they will have more time to experiment with new ways of blending online and offline activities for maximum commercial impact. By combining the portability and adaptability of virtual events with the personal interaction and relationship building of physical events, businesses can create truly immersive and engaging experiences that drive sales and customer loyalty.

So, how should you go about doing this? Here are 5 tips to consider when using new technology and doing physical activity at the same time.

Hybrid events

Hybrid activity is a combination of physical and virtual activities. These events offer the best of both worlds, allowing businesses to reap the benefits of virtual events while still offering the personal interaction of physical events. Hybrid events can be difficult to realize, but with careful planning and the right technology they can be incredibly effective. For example, at physical events, not all speakers or panelists have to be on stage anymore. Or you can design an event where guests are far away, but all panelists and a select audience are in the venue. Hybrid activities allow bridging the virtual and physical worlds and creating different combinations.

Interactive experiences

Interactive experiences can be a great way to engage participants and build relationships. For example, businesses can offer virtual product demos or interactive workshops that allow participants to learn about products and services in a fun and engaging way. Thus, participants in a physical event can also come together in a virtual interactive experience room in the same space.

Networking

Contact management is an essential part of B2B events and can be difficult to replicate online. But businesses can leverage technology to create virtual networking opportunities that are at least as effective as physical ones. For example, businesses are using video conferencing tools to facilitate one-to-one meetings between participants. Or they allow new people to meet each other in virtual rooms where only certain groups can discuss with each other.

Personalized experiences

Personalization is one of the most important trends in B2B marketing. Today, everyone wants to have their own unique phone, drink coffee from a mug with their favorite colors or see their name on the products they use. Offering a more personalized experience, not only in the products but also in the event process, can make attendees feel privileged. By leveraging data and analytics, businesses can create personalized experiences that address participants’ specific needs and interests. For example, businesses can use participant data to create customized agendas or provide personalized recommendations for sessions or workshops.

Gamification

Gamification is a great way to make B2B events more engaging and fun. By incorporating gamification elements such as leaderboards, challenges and rewards, businesses can create a sense of competition and excitement that encourages participants to engage more with the event. Next-generation digital tools are making gamification options much easier in both physical and digital activities. With Kahoot-like tools, you can easily organize quiz competitions between groups with rewards.

As a result, the pandemic has fundamentally changed the way B2B events are conducted. It has also created an opportunity for businesses to innovate and design engaging experiences. By combining the benefits of digital and physical events, businesses can now create truly immersive and impactful B2B experiences that drive sales, build relationships and strengthen their brand.