Marketing Events in a Post-Pandemic World: Opportunities for Innovation

Tradeshows and conferences are the most expensive line item in a marketer's annual budget, yet they offer the best way to grow a list and foster relationships. In light of the pandemic, event organizers are struggling to reschedule their events, come up with solutions for virtual events, and keep attendees safe. New opportunities are arising, such as hybrid events featuring both in-person and online participation.

Event producers are also looking into creating new revenue streams, such as listener- or viewer-supported content or gated registration. As they fight for future in-person dates, they are also striving to provide new solutions for virtual events and stay afloat. Innovations such as virtual exhibit halls and livestreamed sessions are being explored.

Quality content will remain key to the success of events, whether they are live or virtual. We can expect an events renaissance as organizers come up with creative and innovative solutions to this pandemic.