Welcome to the second article in our series, “The New Digital Marketing.” Over seven weeks I’m going to lead you through the steps of developing your own online marketing strategy from start to finish. Whether you’re a traditional brick and mortar business getting online for the first time – or have had your digital ducks in a row for years… the world has changed and we are adapting. Let’s do it together. Today we are digging into, “Virtual Meetings and Conferences.”


If you’re just joining us, don’t miss the first piece in this series:


Week 1: Realign and Get Online




Remember Maslow and his brilliantly simple pyramid illustrating the hierarchy of human needs? Coming in third, only after our physiological and safety requirements, is our need for social love and belonging. We weren’t meant to be solitary beings. Humans thrive and find magic in connection and collaboration. We discover strength, solidarity and meaning through social interaction. 

It’s no wonder we began to gather – and eventually to bring together our social and professional needs in the form of meetings, conferences and tradeshows. These serve to connect us on many levels as professionals, but there’s more to it than that. This is where we meet our tribe. We find a place where we belong and people with whom we relate. This need to connect to other humans is a powerful behavioral motivator.  So, we meet.


Then, the world changed…


So, we are on this new digital marketing journey together. By now, you’ve got your team meeting setup to realign and get online. The next step is to determine new ways of satisfying this human need to connect at a time when live, in-person meeting is difficult or impossible. 


Be brave and bold – your ability to innovate will let you shine like a light in the darkness. 

Here’s how:


  1. Meetings. Online meetings aren’t new, but as often happens in a crisis, we are all moving rapidly towards using technology and taking leaps that we’ve been putting off. Checkout our Online Meeting 101 article for the basics plus some important ideas for innovation.
  2. Conferences. Here’s a secret – a conference is just a formal meeting, or a series of them. We use conferences to connect larger groups of like-minded individuals over an extended time period–and yes, they are still going to happen in the digital universe. We just need to get creative.  Here’s how
  3. Tradeshows. Collaboration with our industry peers is crucial for every business. We need to share common struggles and innovative solutions with each other. Tradeshows are a chance to meet the players and experience their brand activations in action. It can still happen online and we can help.
  4. Events and activations. The most powerful way I’ve found to build brand awareness is through direct interaction with our customers. This category may require the most creative thought. Our natural inclination is to just put our heads down and wait, but that’s not going to start building your sales funnels for the new normal. So, Here are some ideas to overcome this unique challenge.


So, don’t cancel that event – reinvent it. Gather your people together and be the first to try that new thing. Technology offers incredible solutions to meet our human social needs. Take your brand boldly into the new normal. Keep pushing for real, authentic interaction with your tribe and keep your brand top-of-mind. If you need more ideas or a plan to get started, let’s talk. Remember, we are on this journey together.


The next step in our journey is digital strategic engagement and its place in your new normal. See you next week with an article on how to “Engage to be Engaging.” Comment below with your thoughts on these ideas and share your successes.


Wishing you light and love. ~Hema


Leave a comment