People love novelty, which is one reason why marketing tactics like pop-up shops and mobile tours had been so successful prior to the COVID-19 pandemic. With consumers stuck indoors and craving connection, virtual events provide attendees with an opportunity to "leave" their houses, so to speak.

Although the ongoing pandemic has largely halted big brand activations, experiential marketing will bounce back when things are safer. In the meantime, B2B brands looking for ways to reach and convert buyers should study B2C brand activations to learn successful engagement tactics. 

On Marketing Profs, Jeff Snyder shares three strategies that allow buyers to experience brands in a tangible manner despite the limitations of physical distance. Read more here!