Topic: Other

Trade Show Cancelled—now What?!

Posted by jlgasperini on 250 Points
We are a small software technology company that attends two huge trade shows annually. We are preparing in case our biggest trade show in April is cancelled due to the COVID19 virus. What can we do instead to introduce our new products? First thoughts are virtual trade show, webinar or road show. Any other creative ideas? What do you think?
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  • Posted by Peter (henna gaijin) on Accepted
    Trade shows generally should be just part of your marketing strategy, and as such, if the show is canceled you can just continue or grow the other parts of the strategy.

    It sounds like you have gone to prior trade shows? At those shows, have you collected contact information? Many of your other marketing options use this info to help get people to take part -for example, you would send invites to a webinar to those who you have collected info on in the past.

    If you do have new products, it does sound like some sort of launch event might be appropriate. A webinar that demos or has current users of the new product (beta users or the like) talk about the benefits. Sending to contacts your company has would be possible. And perhaps you could promote it through the trade show company - many times you can buy access to the list of attendees.
  • Posted by Gary Bloomer on Accepted
    Create a series of videos promoted and shared via social media.

    Connect the videos to white papers, articles, and email blasts.

    Offer a raffle for attendees of a webinar with a virtual set of prizes.

    This is the time to be thinking drastically and outrageously to hold, direct, and focus attention.
    This is the time to be creative, to pull out all—and I really do mean ALL—the stops.

    This is the time to be memorable in the face of adversity.

    Fate is giving you sour lemons.

    Your task now is to make the best-damned vodka ever tasted (virtually, that is).
  • Posted by Jay Hamilton-Roth on Accepted
    Have you asked if the trade show will convert itself into a online webinar/presence that you can participate on? If not, can you connect with some other natural collaborators who also will display at the show and create your own combined online presence?
  • Posted by jlgasperini on Author
    Thank you for your ideas!

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