So much has changed in the way we do events since the COVID-19 pandemic. Virtual and hybrid formats have become the most popular choices to conduct events. This is a major shift that requires transitioning traditionally live and in-person events to a digital setting. Given these major changes, companies need to re-evaluate their event marketing strategy post-COVID-19 to ensure the success of their events. Here are some things they need to do.
Adjust accordingly. Strategies are derived from a given set of data at a specific time. But since things have changed drastically over the last few months, they need to adjust their strategies based on the new data at hand. Re-target event marketing campaigns based on the most recent insightful data that they’ve collected.
Reallocate budget. For live, in-person events, a big chunk of the budget goes to the venue, food and drinks, booths and printed materials. But since these expenses are all eliminated in virtual events, they can reallocate the unused funds to digital apps and tools since virtual events rely on technology 100%. Invest in a digital event marketing strategy – SEO, email marketing, social media are expected to become a major part of your B2B event marketing.
Bounce back. After designing a new event marketing campaign, companies need to ensure they offer a high-value experience for their virtual attendees. Reach out to them in various digital channels and provide all the information they need to know. Address all factors that would hinder their full participation and inhibit a valuable event experience. Customize content to fulfil their business agenda.
Major changes in the event industry ask event planners to re-evaluate their event marketing strategies to align them with the new scheme of things. Re-evaluating strategies is very important to know if you’re getting closer to achieving your business goals and what adjustments need to be done to put you back on the right track.