Another week and another show is cancelled, with IBC2020 one of the latest to be removed from this year’s calendar as a result of the current coronavirus pandemic. In the absence of these highly attended industry events, we’re seeing many companies take their roadshows virtual. Now is the perfect time to ramp up your content and maximize your online activity.
It’s sad to see these major industry events take a tumble. Exhibiting companies look forward to these shows to meet with existing and prospective customers on a personal level. They also use trade shows as a platform to gain traction and get their key messages across to the relevant media, analysts, and influencers that they target. After the 2020 NAB Show was scrapped, we saw how companies responded to not being able to physically meet face to face with customers and industry peers interested in their latest news and developments. They took their roadshows online and were able to mitigate these “missed opportunities,” in part, by virtually connecting and conveying their news and messaging via webinars, one-to-one video chats, and online product demos.
Moving forward, with some hindsight and more experience, companies are now in a better position to cope with shows such as IBC being abandoned. The initial blueprint is there to make online events even more successful. But what can you do beyond web-based initiatives to maximize your efforts?
The team at 202 Communications has been busy helping our clients during this global lockdown to produce additional content to complement their online events.
With no shows to attend, and online events now becoming an increasingly important part of the marketing value chain, it’s time to think about ramping up the production of your surrounding content and materials. White papers, case studies, e-books, blogs and social media posts are not only engaging and powerful lead-generation tools. They also provide a way of binding and stitching together the overall messaging about your organization, your brand, and your products and solutions. Creating more of this type of collateral to align specifically with your virtual events will enable you to drive home your messages beyond web-based activity alone, and they’ll help you to follow up and continue the conversations your online efforts have initiated.
Drop us a line and we can help you get started on ramping up your online content.
Moe Lokat, Senior Account Manager