Coronavirus: What the Pandemic Should be Teaching Event Planners, Exhibitors and Attendees

With the outbreak of Coronavirus or COVID-19, many businesses are scrambling as they decide whether to cancel upcoming events or hold them as planned. The number of corporate events, sporting events and concerts cancelled or postponed in the last few days is unprecedented and we are starting to see restrictions placed by local governments on whether an event or gathering can continue as scheduled.

The economic impact on the exhibit and event industry is yet to be seen. However, there are important lessons for everyone in the industry as we watch these events unfold. The biggest lesson that the Coronavirus scare should teach you is to have a Plan B.

Whether hosting an event, exhibiting at an event or simply attending one, most companies don’t plan for pandemics, natural disasters or national emergencies. Whether you are dealing with something at global scale like a pandemic, or something more local like a tornado or hurricane, events can be cancelled at a moments notice.

Event Hosts

There are a lot of moving parts to hosting and planning an event. Part of the pre-event planning must include creating a backup plan that not only includes how you will execute a different version of your event, but what systems and staff are needed to execute that plan is crucial.

Not being able to have a live event is not ideal… but there are other solutions. If you must cancel a conference, trade show or corporate meeting, here are some options:

Reschedule

Some events can be postponed versus cancelled. This works if you can work with your event venue to find a second date in the future. Depending on where you are holding your event, this may or may not be easy to do as some of the larger venues (i.e convention centers) are often booked months in advance.

When considering postponing your event, you will need to be in contact with not only key decision makers, but also your speakers and exhibitors. In a case where there is an extraordinary circumstance as to why you are rescheduling (i.e. pandemic or other emergency), most people will be accommodating and be willing to attend the rescheduled event.

As for attendees, if you are rescheduling or postponing your event, try to make this decision as early as possible to give them time to re-book airlines and hotels. You will also need to have a process in place ahead of time to handle refunds and ticket exchanges for anyone who cannot make the new date.

Live stream

Some events are choosing a live stream option, where their speakers and keynoters are still speaking (either in person or virtually), but there is no audience. This is a viable option if your venue is still willing to host your smaller show, if you have a second location to do filming, or you have the systems ready to do a virtual live stream.

There are several systems available that you can use to live stream an event. Whether your speakers are in-house or virtual, you still need to treat this as a live event. Lighting and sound are still key considerations. Staff will have to be available for filming the live stream content as well as working with speakers to keep them on schedule and to make sure they are able to utilize the technology if offsite. You will also need to know where you are hosting the live stream content. Is it available for the public to see or does it need to be within a membership or e-learning portal to provide secure, gated access for the appropriate people?

Investigate your live stream options in terms of software, equipment, staff and speaker availability when you initially plan the event so you can quickly convert your live event to a live stream.

Virtual Event

Virtual events are a great hybrid solution as they can include live stream content and pre-recorded content. You can also include online, conversations in a forum type of atmosphere with your attendees.

Like a live stream event, software systems play a key role in making a virtual event a success. Depending on what type of content you are presenting, you will probably need an online e-learning or membership portal where you can host your live stream, pre-recorded and online forum conversations.

If you have these systems pre-built, it is entirely feasible to turn a live event into a virtual event in a short period of time. We are currently working with clients who we were able to convert their events in under two weeks because the systems were already created.

Whether you reschedule, live stream your event or hold a virtual event, these plans should be created at the same time you are initially planning your event.

Exhibitors

Exhibitors count on events to get brand exposure and the opportunity to speak to potential customers in person. When an event cancels, you must get creative.

First, look at your contract with the event and see what options you have. They may have a refund policy or if they are rescheduling the event, you can move your exhibit to the new date.

Beyond looking for a refund policy, look for different ways you can still interact with the attendees. An event will never give you an attendee list, but you may be able to offer to do a free webinar for the attendees and have the event send out the invite. If you have a physical product and were going to offer a special at the show, continue that offer and see if the event will send out an email for you. Talk to your event organizer or salesperson to see what, if any options you have.  Realize that you are not the only exhibitor affected and they have a number of exhibitors to make happy.

If you had already scheduled appointments to meet with customers or potential clients at the event, get on the phone and schedule a time to meet with them via video.

Attendees

Patience is your best virtue.

Whether you agree with the cancellations or think companies are overreacting, you need to understand how difficult a decision they face. If they cancel an event, people will be upset over the cancellation, the potential cost of having tickets and hotel rooms you can no longer use, and general inconvenience. If they don’t cancel the event, several attendees won’t show, and people who are more cautious will be upset that they now must make a personal decision of whether to attend.

Make the best of the situation. Did you have meetings scheduled with potential clients or business associates? Schedule a video meeting with them. Were you looking to connect with a certain exhibitor or company? Pick up the phone and schedule a time to chat.

Be Flexible

Whether you are hosting an event, exhibiting or attending an event, in times like these, be flexible and be creative while you continue to grow your business.

If you are looking to convert your live events to a virtual event or hybrid virtual/live event, click the link below to schedule a free conversation on my calendar. https://www.appointmentcore.com/app/freeslots/Z3ZJBD

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About Lisa Schulteis

Lisa Schulteis specializes in event and exhibitor marketing. She works with both exhibitors and event hosts in discovering their specific marketing strategy to get an ROI from events. In addition, she helps companies who want to utilize virtual events for both internal business meetings and customer facing events create the systems and plans needed for a successful event.