Increasing audience engagement to enhance traditional events sales and marketing strategy can best be achieved by the pivot to live-virtual hybrid events, says global events logistics leader Freeman Co. in a recent blog post. Traditional standalone events which may make a comeback in the latter half of 2021 will be most competitive when a virtual component is included to exceed marketing objectives.

Within the article, Freeman reiterates the need for the events industry to embrace hybrid events to take advantage of year round audience engagement, enhanced opportunities for sponsor activations, and greater reporting periods for data collection by organizers.

Using the data collected by a perpetually engaged virtual audience will help organizers to better demonstrate ROI to sponsors and exhibitors eager to understand their own brand perceptions, and also creates a framework for collaboration between the producer’s sales and marketing teams. In the virtual space both sales and marketing can capture audience demographics, topical interests, length of engagement and more using readily available CRM and lead capture platforms.

Read the Freeman Co. post in its entirety on their website.