B-to-B Events

Banking on the same success its Comic-Con activation had last year when AMC launched its zombie series “The Walking Dead,” the network returned this July with a replica set from season one as it gears up for the return of the series in October. The set depicted the Merle Dixon character chained to the Atlanta department store rooftop moments before he cuts off his own hand, while the zombies attempt to push through the door. Attendees were given the chance to be in Merle’s shoes by putting on a set of handcuffs and pretending to cut off their own hand for a photo-op.

Tasked with rolling out new retirement and annuities product features to thousands of financial advisors nationwide, MetLife insurance this spring made a virtual event for the first time a significant part of the push to connect with internal advisors, as well as third party advisors from banks and brokerage companies.

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Most event marketers who weathered the recession will tell you, there are no sacred cows anymore. Even the industry’s oldest legacy shows and events are being reevaluated. And that’s nowhere more evident than in the world of customer and user conferences where brands ranging from high-tech to heavy equipment are realizing that it’s more cost efficient to either streamline multiple annual events that reach the same audience into one, or combine similar audiences at the same event and share expenses.

Virtual events rose to prominence out of need, and now they are as ubiquitous as branded swag at a tradeshow. These days, most brands look at how they can pair a virtual component with an existing live one, in what has become known as the ”hybrid” event, creating a one-off virtual experience tied to that specific event. In the last year, however, there has been a rising tide of “always-on” virtual environments, owned by a brand and through which all of that brand’s virtual experiences flow, like owning its own conference center.