EDISON, NJ — There is no doubt that the metaverse, virtual environments in which people interact as digital avatars, will play a central role in the future of the trade show industry. Now, a partnership between epIQ Creative Group, a marketing agency focused on demand generation, and the technology experts at German company rooom Enterprise Metaverse Solutions will turn the concept of virtual environments for professional events into a reality for forward-thinking associations and organizations that organize congresses and trade shows.
rooom’s metaverse technology enables organizations to create, manage, and market interactive 3D, augmented reality (AR), and virtual reality (VR) experiences—for conventions and trade shows, this can include everything from marketplaces to training sessions to networking events. The goal is to create year-round communities where suppliers have access to lead generation and sales, and buyers can network, search marketplaces, and access on-demand resources.
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“The advantage of epIQ and rooom is the versatility of the platform and its interconnectivity,” said Bill McGlade, president of epIQ. “We have launched the only B2B metaverse where associations can purchase their own metaverse or land within our connected ecosystem. Companies can join these associations’ metaverse marketplaces or our virtual malls or marketplaces. It’s truly an exciting time.”
The ultimate goal is to expand the definition of a business event to a community that happens year-round. “The last three years have taught us a lot,” McGlade said. “It’s the members of these organizations who are driving this change. The demand has changed, and associations need to keep up. Our members need attention and interaction year-round, not just during the three to five days of an event.”
He predicts that some groups will adopt the metaverse faster than others, such as IT professionals and young people. “Their members are already adopting similar technologies or turning their businesses into virtual enterprises, and these metaverse communities would be ideal for generating leads throughout the year.”
In related news, epIQ Creative Group this week acquired the Community Leaders Institute, a membership organization representing thousands of community leaders and professionals. The CLI was launched in 2021 to address the need for an independent global association to serve this growing niche.
Contact Bill McGlade at [email protected]