Our Work

Barco Exceeds Virtual Event Attendance Goals by More Than Double

Shifting to a Virtual Series Keeps Barco’s Events Going

When cancellations due to the COVID-19 pandemic cleared Barco’s calendar of industry trade shows and its proprietary in-person roadshows, we partnered with them to launch a series of four virtual events – in a five-week timeline, nonetheless.

  • Event creative hook reinforced Barco’s thought-leadership and showcases solutions customers need as they navigate new business challenges
  • Wraparound marketing support drove awareness and attendance
  • Half-day livestream events featured live keynotes and panels, interactive segments and breakout sessions, and structured incentive and gamification strategies

The Strategy

  • With major industry trade shows canceled and proprietary road shows on pause, helping Barco’s customers navigate the new climate called for a new approach to deliver insights and education to audiences at home
  • We created four entirely new vertical-specific events – with targeted technology innovation talks and product development insights from Barco executives for each industry audience

The Actions

  • Promotion for the new experience began with an integrated event email and social promotion strategy, with special incentives for early registrants
  • Each event kicked off with a live host welcoming attendees via livestream, introducing speakers, encouraging attendee interaction with hidden Barco “Easter eggs” and virtual polling, and announcing prize winners
  • Live presentations by key Barco executives, panel sessions with sponsors and partners, and virtual breakout sessions provide insights into product and technology updates
  • The virtual event experience continued post-event, with product videos available on-demand immediately after the event, and the full event accessible for 30 days

The Results

  • Exceeded event attendance goals by more than double!
  • Lessons learned from each event applied to the next in the series, creating an ongoing improvement model and continuing to up-level the overall experience

“Customer feedback to our virtual events has been incredibly positive – it’s been described as unique, interactive, and dynamic… and a standout among other virtual events.”

Ying Khang

Marketing Director, Americas, Barco

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