Marketing

Four ways to use interactive content to be successful at virtual trade shows

four-ways-to-use-interactive-content-to-be-successful-at-virtual-trade-shows

The pandemic has affected almost every aspect of our lives, including the way we present and market our products and services. Industry events and trade fairs are particularly hard hit. These matters, which typically required gatherings of hundreds or even thousands of people, have been all but impossible to conduct in the current health climate.

A full 70% of event owners have moved some, if not all, of their personal events to a virtual platform. In terms of format, 69% opted for webinars and 62% for live streams of their feature events.

While it’s fortunate that technology gives us such options, moving from live to virtual platforms means a lot of communication is lost in translation. If a virtual event doesn’t have any interactive elements, people aren’t as attentive. It can be difficult for businesses to explain how products work when shoppers can’t see and interact with them in person.

What can companies do to make up for this lack of personal touch?

This article introduces four approaches to make it easier for you to communicate the benefits of your product through a virtual platform and to add interactive elements to make your presentation more engaging.

Interactive content: product demos

Interactive product demos are effective at clearly explaining how a product or service works and the benefits it offers.

By using an animated format that allows viewers to clearly see product features and components and how they work, such demos guide audiences through how a product works from start to finish. Illustrated Motion offers an interactive experience that makes prospects feel like they are rotating and touching the product themselves.

Here is an example of how an interactive product demo works – in this case, a 3D video of a refrigerated container from PinkSquare showing how the container works. Viewers can rotate it, open it and check its functions.

Videos and other interactive elements can be used in conjunction with audio and text or only visually.

Interactive content: multimedia presentations

There are many ways to include multimedia in your presentation. Here are a few things to add:

  • Survey. Your presentation can briefly switch to a quiz or survey window, in which your target audience asks relevant questions about the information it has contained so far. It will involve them more and encourage them to take a closer look.
  • Interactive infographics. Data visualizations encourage people to immerse themselves in and explore your content. They are especially good when you present large amounts of data or want to present trends clearly and convincingly. According to a report by DemandGen, 85% of B2B marketers are already using or planning to use interactive infographics as part of their marketing strategy.
  • Interactive video. Video is another great way to break up a presentation and illustrate points through a visual format. Tip: Make sure the video is playing at normal speed and volume on the virtual platform you are using to present.

Interactive content: gamification

Combine learning elements with interactive games to make learning and discovery more attention-grabbing. Gamification can be both an alternative to personal events and a supplement to virtual events and trade fairs.

Adding gamification elements also gives your presentation a competitive feel that adds excitement.

You can include games in your presentation in a number of ways. The easiest and most obvious thing to do is to include quiz questions that we have already covered. But here are some ideas to make your presentation even more exciting:

  • Give it a game show element. Have participants compete against each other to gain points for their answers. You can reward the best players with gift cards for relevant products, content, or merch (don’t hesitate to “steal” this approach from the B2C world – it works well for generating interest and engagement). Freebies are a great way to further promote your business while also making your presentation fun.
  • Make it interactive. Another idea is to have a game that shows users how a product works. With the right kind of software, you can share a screen where viewers can mouse-control components and turn on, move, and “use” products in a virtual format.
  • In-house scavenger hunts. You don’t always need software to add gamification to your presentation. You can also get the audience to do something, such as: For example, at home or in the office to look for a red object or an object with a specific description. Tip: It is a good idea to include the object you are looking for in your presentation. Activities like these are ideal opener icebreakers.

Time for questions and answers

Something as simple as leaving time for questions and answers can make your presentation more engaging. Try to answer all of your group’s questions and concerns. However, if you’re working with a larger group, you may need to allow time to answer their questions after the meeting.

* * *

Static images and regular voiceovers are not enough to win at a virtual trade fair. Use multimedia elements and interactive experiences to take your digital presentations to the next level.

More resources on interactive content

How to create interactive content to meet your digital marketing goals

10 Best Practices for Planning and Marketing Virtual Events

Five interactive content tools that you can use to address your target audience and generate leads

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Jeffrey Rabinowitz