3 WAYS TO ENHANCE EVENT ROI WITH INTERACTIVE CONTENT

In-person events are invaluable for marketers and sellers in this online age, offering rare face time with customers, prospects, and thought leaders in your space. Enhancing and extending those connections beyond the show floor, however, can be a tricky business.

When I first began creating event content, everything was printed and much of our assessment of event ROI was just … vibes.

Now interactive content has completely changed the game. Using platforms like Ceros and involve.me, we can entertain and educate attendees with personalized journeys at the show and use the engagement results to continue the conversation, tailor follow-ups, and inform product messaging.

The Case for Interactive Content

If you’re looking to elevate your campaigns and create standout content, interactive assets are an essential tool. The Content Marketing Institute reports that 87% of marketers say interactive content is more attention-grabbing than static. A HubSpot case study found that Ceros content in particular delivered:

• 900% increase in monthly MQLs
• 400% increase in monthly SQLs
• 700% increase in monthly meetings

Interactives are also driving the hybrid event movement, acting as a seamless bridge between in-person and virtual experiences and creating cohesive, engaging attendee journeys. Digital content plays a key role in reducing waste and addressing sustainability concerns—helping events leave a lasting impression without leaving a heavy footprint.

Event Activations That Deliver

At the heart of any successful event activation is a strong creative vision, setting the stage for meaningful interactions and memorable experiences. With the right strategy and planning, interactive content can help transform your booth into a dynamic hub that drives engagement, showcases your brand’s personality, and leaves a lasting impression. Here are three of my go-to approaches.

1. Interactive Product Demos

At busy events, it’s difficult to capture and maintain attendee attention long enough to explain your value proposition. Inevitably, when an attendee does want to get into the weeds, that’s when a swarm of prospects will descend upon your booth.

Consider sidestepping traditional product demos in favor of interactive product demos that allow each attendee to explore your offerings in a visually stunning, self-guided experience. Hotspots, animations, and clickable elements allow users to dive deeper into the features that matter most to them, enhancing their understanding of your product and positioning your brand as forward-thinking.

Tips for Success:

• Focus on clarity and simplicity to highlight the key features that solve your audience’s pain points.
• Use visuals and animations to make complex concepts easy to understand.
• Ensure the experience is mobile-friendly, as many attendees will interact with your content on their devices.
  
  

Sample Product Demos

Show your stuff, step by step, with a product walkthrough. This template gives you an idea of what is possible in a product demo.

2. Personalized Quizzes

If it will sort me into a Hogwarts house or help me classify my personality type, I’ll gladly take your quiz, so of course I am a big fan of digital assessments. They allow users to “diagnose” their challenges while you collect meaningful engagement data that can help you better understand their needs.

And by addressing their pain points and delivering useful tips within the quiz, you can help attendees feel like their visit to your booth added real value to the overall show experience.

A personalized experience may also make attendees more likely to engage with content from you after the show, especially if their “results” include insights like how they stack up against their competitors or best practices for success. You can also segment leads based on quiz results to simplify personalizing follow-up communications.

Tips for Success:

• Limit the number of questions, keeping them concise and relevant to your audience’s interests.
• Ensure the results provide real value for participants.
• Integrate the quiz with your CRM to capture and organize the data for seamless follow-up.
  
  

Sample Interactive Quiz

This data maturity assessment provides real value to users, including a robust results page.

3. Gamified Lead Capture

Using elements of play, such as spin-to-win wheels, trivia games, or scavenger hunts, you can go all in on fun and still collect meaningful information from attendees. This gamified approach to lead capture also can generate buzz about your booth and build positive name recognition for your brand.

Design custom gamified experiences tailored to your event goals. This tactic increases participation rates by making lead capture feel less like a chore and more like an opportunity to win something or have fun.

You can then integrate the interactive content data into your CRM for better segmentation. The data collected through these experiences is often more accurate, since attendees are more likely to engage thoughtfully when they’re enjoying themselves.

Tips for Success:

• Start by aligning the game with your brand and event objectives. For example, use trivia games to educate them on your product or a spin-to-win wheel for offering branded prizes.
• Keep the experience simple and intuitive, ensuring that attendees can participate without confusion or frustration.
• Use eye-catching visuals and animations to draw people in, and make sure the rewards are enticing enough that folks will want to play.
  
  

Sample Game Types

An Easter egg hunt game includes lots of opportunities to include key facts, case studies, and more.

An arcade game wows with graphics and can draw a crowd to your booth.

Start getting interactive

Building interactive content and a cohesive event strategy takes time, so don’t put off planning for your next event. These assets punch above their weight at trade shows, on social, and for demand gen, making them worth the investment of time and resources.

Creating a lead-generating interactive experience is simpler than you think if you have the right support. Schedule a call with the Emerald Studio team to learn how you can start your interactive content strategy and engage your buyers today.