Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
3 min read
Michele Nichols Tue, Jan 26, 2021
Whether planned or a last-minute call, the vast majority of 2021 tradeshows will be virtual events. With a variety of offerings, platforms, and formats, it’s hard to know if this is a good investment or if you’re better off diverting the funds to your own marketing and events. Here, we break down one event, Photonics West, but our recommendations and ideas may be worth considering regardless of event or industry.
Photonics West, the most important event of the year for many optics and photonics companies, typically is the late January/early February kickoff to the BD year in San Francisco. As of late December, this is now a March virtual event. Ignoring it entirely could cause a real deficit in leads and opportunities. SPIE is still developing its offering and format, but here’s the exhibitor information we know today.
[From SPIE website as of 1/8/2021. Check SPIE directly for the latest details and FAQs.]
*features appear during the Digital Marketplace dates only
Basic Listing features: $765 members/$899 non-members
• Header banner ad
• Company contact information
• ‘About’ company description
• Company announcements
• Add to My Schedule feature
• *Company video ad (YouTube)
• *Up to 2 company representatives for Chat/Video Conferencing (via SPIE.Connect)
• *Request Information feature
• *Lead retrieval reporting
Enhanced Listing features: $1257 members/$1479 non-members
Includes the Basic Listing features, plus the following items, which appear only during the digital forum event.
• *Listing of technical conference presentations given by authors associated with your company
• *Inclusion of social media links
• *Up to 5 company representatives for Chat/Video Conferencing (via SPIE.Connect)
• *Up to 5 company video ads (YouTube)
• *Product demonstration video (description will appear prior to event)
• *Promotion of upcoming company conference presentations
• *Ability to offer giveaways to attendees
BIOS, the exhibition that typically co-locates and precedes Photonics West, is now a virtual event taking place the same week, with parallel offerings and pricing. BIOS details available here.
We’ve seen widely varying results from virtual events in the past year—there are still significant differences in sophistication and richness of experience—but in truth, that was always the case with tradeshows. It’s important to assess the business case, set clear expected outcomes, and do the pre- and post-event work to turn leads into opportunities.
We’d be happy to make specific recommendations for your company [Request a Consult] but in general, here are our current suggestions:
Recommended Timeline
We will miss seeing our clients, friends, partners, and the great people at SPIE this year, but this is an excellent way to embrace the opportunities at hand, up your digital marketing and sales game, and continue to build relationships with the tools available today.
Reach out if you need help or specific guidance. We’d be happy to talk.
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