Page 6 - April 2022 Track N Times

MARKETING

What’s Happening In Marketing

By Alexis Nubbe, Marketing Communications Coordinator

2022 is shaping up to be a busy year of in-person conferences for Loram. During the pandemic, many show
organizers decided to either cancel their conference all together or host their conference virtually. Com-
panies have experimented with virtual conferences for decades, but for the railroad industry, this was a
new approach for most. Many exhibiting companies, including Loram, had never exhibited at a virtual con-
ference before. In between the online sessions, attendees were prompted to visit the “Exhibit Hall” where
they could simply click on a company logo to find out more information or talk directly to a company rep-
resentative via online chat. Virtual conferences were a good alternative to keep conferences going during

the pandemic when large group gatherings were prohibited. Companies could still show their brand to
hundreds of company representatives and, in some cases, still interact with the attendees.
However, the interaction between exhibitor and attendee proved to be very difficult for several reasons.
Much like with social media, virtual conference attendees were allowed to look at all the virtual booths and
vendors, but they did not have to engage with the vendors in any way and could still get the information
they were looking for. At in-person conferences, exhibitors can draw people to their booth by handing
out giveaways, putting together a “flashy” booth, or simply just by making eye contact with an attendee
walking by. This wasn’t the case for virtual conferences, and it took some creativity from both show organ-
izers and exhibitors to draw e people to the virtual booths.

As of now, all shows that Loram has or will be exhibiting at in 2022 have decided to host their show in-
person. This means more engagement, in-person networking, and exhibitor visibility. Here’s a list of shows
that Loram has confirmed exhibiting or sponsoring at around the globe in 2022:

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Volume 3 : Issue 3