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Tara Herrick: Utilizing Virtual Events as a Marketing Tool Post-Pandemic

May 4, 2021

Tara Herrick: Utilizing Virtual Events as a Marketing Tool Post-Pandemic

Tara Herrick: Utilizing Virtual Events as a Marketing Tool Post-Pandemic


The days of concerts and wine tastings seem so far out of reach at the moment. However, there is still a way you can experience your favorite things when you’re stuck at home. Virtual events have been growing rapidly since the pandemic started. Whether it’s taking a cooking class or watching a film with your friends, there’s something out there for everyone. 


After speaking to Tara Herrick, we found out a lot more about how virtual events have been used in the last year, especially with food and beverage brands. Tara elaborated on these events as a marketing tool now and once the pandemic has subsided. The key is to find a way to make them exciting. 


In today’s Rediscover Marketing, we’ll be looking into the world of virtual events as well as some other marketing strategies that have expanded during the pandemic. Alongside this, we’ll delve into how these tools can be utilized in the future. 


Meet Tara Herrick


Tara Herrick is the Chief Marketing Officer at OMvino. She described the company as a full-service marketing and communications agency specializing in working with food and beverage brands. 


OMvino’s clients range from food and beverage brands domestically and internationally. Tara and her team focus on doing anything from helping the brand develop to enhancing social media. One thing they’ve had to focus on since the pandemic hit was virtual events. Since then, these have become a massive part of the company and their marketing strategy for the companies they work for. 

The Importance of Virtual Events


If you haven’t been to a virtual event in the last year, there’s no doubt you know someone who has. They have been increasingly popular and an excellent way for companies to still interact with their clients and provide a bit of fun into their routine. 


Tara stated that a lot of businesses have had to move online and join social media. These platforms have become a big way for companies to sell their products and services. A great way to get sales is by hosting virtual events. She went on to say that businesses are intimidated to invest in marketing right now, but they need to pivot from what they’ve been doing and get creative. A great way to do this is through virtual events. 


Tara has even launched her own side business dedicated to virtual events called FNB live. This business focuses on working with wineries, liquor companies, and restaurants. It’s a platform for people to come together and still interact. 


Many restaurants have lost out on sales because they can’t seat customers down in person. Offering cooking or mixology classes can be a great way to still engage with your clients and ensure sales. No matter what business you’re in, whether it’s the culinary industry or not, virtual events can play a part in increasing your companies growth. 


Even when the pandemic subsides, virtual events will still have their place. It’s an easy way to host an event with people all over the country and even the world. Instead of trying to get tickets to a sold-out concert in your town, you can join in on a virtual event and live the experience from there. 

Social Media vs. Google Ads


Alongside her emphasis on virtual events, Tara provided insight into what she believes works best for enticing new clients. Her focus was on social media, and she stated that we continue to see Instagram and Facebook ads as more of an important role than Google ads. 


Tara and her team believe that working with influencers on social media is the way to go. You’ve just got to find the right person with the proper engagement. There’s no point in using an influencer who has a different target audience to what you’re after. Once you’ve nailed this, you should be able to see a great deal of growth in your data reviews each month. 

As we finished off the interview with Tara, we asked her if she has any other key points to provide us with. She stated that being flexible is a great tool when working out your moves for the year. As well as this, you’ve got to have a rough guideline for the future and adjust it every couple of months. Lastly, she reminded everyone to stay authentic and positive, as this a great way to drive more clients.

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