WE ARE ALL IN THIS TOGETHER

In life there is one constant we can always count on… Change. It is also the most difficult concept for many to wrap their heads around. Currently, we are going through a period that requires us to make several changes. We can take solace in the fact that everyone else is experiencing this and will also have to adapt.

On a professional level, every company is trying to adjust and shift along with all their employees. Once we are “released” back into the world we will have to acclimate again. What that will look like is still to be determined.

FACE-TO-FACE EVENTS

How soon will people be ready to get on a plane and walk into a convention center? I don’t know the answer, but, unquestionably, people will be cautious for some time. I also know that people are craving in-person interactions. Events might take a bit to get back to previous attendee levels, but they will come back. People want to be inspired, learn and see thier peers. 

Our team has been keeping busy putting their skills and experience to work to help our communities provide the essential services required to keep everyone safe and healthy. We are also working with our clients on their future events, but, as always, we keep a Plan B in the back of our minds. That backup plan is slightly different now. We are looking at both virtual and mobile events to deliver the messages directly to our customers’ audience, depending on when things return to normalcy. 

In addition, we are helping identify opportunities beyond the exhibit or a corporate briefing center.  Are you able to partner with media, collaborate with non-competing businesses, and utilize influencers to extend your messages? I always love brainstorming to discover new ways to extend an event… and it has come in handy.  What have you brainstormed in the past that you can draw out and apply now?

VIRTUAL ALTERNATIVES

Just like F2F events, virtual events come in many shapes and sizes. Personally, I think smaller, focused events will drive better attendee satisfaction. Being ‘all things to all people’ is rarely the solution to any challenge so don’t fall into that trap now. 

Different levels of attendees require different types of solutions. C-level executives want insights and thought starters. Middle management typically want something they can use today. Splitting those audiences into two or more groups will allow you to provide a more focused message. It will allow you to effectively communicate with attendees and allow you to weave in some specific product knowledge without being excessively sales centered. One idea could be a testimonial as part of a panel discussion that references how your product helped other customers as part of larger solution. 

OUR FUTURE PARTNERS/VENDORS/CUSTOMERS

Not every business will survive this. I hate that I even must acknowledge it, but it is a truth we need to prepare for and be ready to move forward. I am fortunate to work for a company that will be here when we’re ready to resume everyday life again. 

Our team has always had multiple vendor/partners that they can reach out to for different products to deliver our goods and services to our clients. I encourage you to look at your key vendors/partners to ensure you have a Plan B in case some are no longer able to manage your business. 

Along those lines, not all customers will survive and those that do may have changed their business models. We need to mentally and fiscally prepare ourselves for the change. 

DO NO HARM

People will remember how you treated them during this once-in-a-lifetime moment. Every communication to your customers and prospects will reflect on your company and its brand. Some will be positive, and if you are not careful some can be negative. This is not the time for a hard-sell to your audience. Be there for them. Help them. Listen to their needs. Be a thought leader. Provide value to their current and future needs. Understand their new goals, objectives, KPIs, etc. This should guarantee your customers will want to work with you going forward. 

IF YOU TAKE AWAY ANYTHING

A wise friend told me they view this time as a chance to hit the pause button. For the first time ever in their professional career they have the chance to evaluate where they are at, create proper strategy, and plan for the future. I love that viewpoint and hope you share it too!

We are all in this together. If I can be of any help during this time or in the future, please let me know!   

About the Author: David Brull has over 20 years of experience in sales and marketing for brands, associations, and agencies. He is Vice President, Global Accounts for kubik, a global leader in exhibits, events, and environments for businesses, institutions, and museums. He can be reached at +1 443 716 6836 or [email protected].