"Work fun swag into your [virtual event] plans. If you have the budget, you might be able to differentiate yourself and bring a little joy to attendees during a tough time by still including conference swag."   That’s from Higher Logic. Back in May I happened on a new online show called The Present by magician Heider Guimaraes, where ticket holders are mailed a box with surprise contents that they are directed not to open until their Zoom show starts.    It’s been a hit.   "How do you reach out of the computer and into the audience?" asked Matt Shakman, artistic director of the Geffen Playhouse in Los Angeles, where the show has sold out extensions through October. "The idea would be to hold something in your hand and be part of the process. That's how you make Zoom as interesting as a black box theater."   B2B and B2C have followed along. Donna Jefferson of Chesapeake Family told me that she is planning to mail out an “ ...