Plan B for Postponed Events
Here are some marketing alternatives that provide the same benefits as events.
Whether a conference, expo, or concert, live events are multi-sensory experiences that demand your full attention and deliver unparalleled results. No other type of marketing lets you engage directly with customers, prospects, and partners in such an optimal setting.
That's why the events industry was absolutely booming before it busted. According to an Eventbrite survey, 60 percent of event creators expected their budgets to increase for 2020 following a banner year in 2019. Alas, COVID-19 put a damper on any and all public events and left many brands and marketers without a clear contingency plan.
So what to do with that events budget?
The bad news is that live events aren't coming back anytime soon. But here's something positive: You can get... maybe not all, but many of the same benefits of live events from other types of marketing if you're willing to get creative and rethink how to meet key objectives.
Let's go through the events playbook and brainstorm some winning alternatives.
Brand awareness
Raising brand awareness is the biggest marketing goal for most live events, whether you're manning a booth at an expo or simply handing out free samples at a performance.
So what's the alternative? Double down on paid social media. Social media advertising lets you reach larger and more qualified audiences. This approach is critical for not only driving traffic but also learning about the social groups most receptive to your messaging. Many brands focus on Facebook, but you can take this opportunity to test ads on LinkedIn, Pinterest, and other platforms.
Educate audiences
The purpose of marketing is obviously to sell a product or service, and it's easier to do that in person so you can explain your value proposition, demonstrate how everything works, and then answer questions.
Well dig this: you can check all three of those boxes with a video! A 60- or 90-second video is great for a narrative-driven, high-level introduction. 120 seconds is better for talking through complicated features. Five minutes is something closer to a product demo. Whatever the length, a video is an asset you can use again and again—and you don't need to be there for it to work. If you don't already have a video on your website and social accounts, this is a great time to produce one.
Grow your list of leads
It's rare that you close a deal at a conference. But you meet a lot of people, shake a lot of hands, and collect a lot of business cards. Then those little names printed in Helvetica on almond-white backgrounds become leads you can nurture through the sales process.
Thankfully, there are countless other ways to collect names and email addresses. Here's one: create an asset frontloaded with information that effectively solves a problem your potential customers are having, then place it on your website behind an email gate. This is content marketing 101, but it really, really works.
Build brand affinity
You don't host an event or staff a booth so that attendees will glance your way once and nod. You want ATTENTION. That's why you create a positive experience that people remember (plus post to #social) and forever associate with your brand.
How can you do something that exciting from across the digital divide? Think outside of the proverbial box and try something new and exciting with your marketing. Maybe create attention-grabbing physical assets you can send to the prospects—people are stuck at home right now, they'd probably love to get something novel in the mail. Or create customized GIPHY stickers. Or a choose-your-own-adventure-themed microsite. Go crazy!
Build relationships
Maybe it's across a display table or maybe it's across the stage as you lead boozy karaoke singalong (♪♫♬ "We've got to HOOOOLLLLLDDDD on to what we've GOT / It doesn't make a DIFFERENCE if WE MAKE IT OR NOT" ♪♫♬), but events are where you create those magic connections with the people who will be vital to your brand's success.
What could possibly match that? Well, there's nothing quite like belting out Bon Jovi, but developing your LinkedIn presence is close. (It hurt us to type that, but it's true.) The secret to networking success on LinkedIn is to actually check your account daily, reach out to connections, nurture relationships, share content, and engage in groups.
Thought leadership
Look at Johnny Bigshot up there giving a TED talk. That guy is clearly a subject-matter authority who understands his industry inside-and-out. Where else are you going to demonstrate your expertise like that? On a webinar.
Webinars are hot right now with everyone working from home. (The quality of presentations has also improved over the past year or so, which certainly helps.). Audiences really want to hear from experts who can help steer them through uncertain waters, and hosts are desperate for guests who deliver valuable insight and answer questions in a polished fashion. If that sounds like you, then send along your résumé and possible topics to an existing webinar series—or just create your own!
Generate revenue
Ain't nothing wrong with making some bread. Many companies use branded conferences to not only increase awareness, demonstrate expertise, etc., but also to generate revenue (or at least break even while meeting key marketing objectives).
If that's you, then consider taking your conference virtual. This will probably mean lowering the price of admission, but you can also dramatically expand the number of attendees. If moderated correctly, a virtual conference can actually create a more intimate vibe, as the divide between stage and audience is removed. People will feel more comfortable asking questions and speakers will have more time to respond.
