Event cancellations present a unique moment for marketers. Here’s why.

Published June 16, 2020 1:29 pm by Scott LoSasso
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Tough decisions are happening across every industry with major events and trade shows cancellations or postponements. Many will miss these events greatly—as a unique opportunity to mix and mingle in person, see/show countless innovations all in one place, and develop stronger business relationships. It’s something that, while we may try, virtual events simply can’t replace. And we’re hopeful that soon, in the not-so-distant future, they’ll be back and stronger than ever.

In the meantime, the current reality presents a once-in-a-lifetime opportunity for marketers. In our experience with B2B and high-consideration-purchase brands, some industry trade shows are table stakes—at which clients simply must have a presence. And like many other marketing initiatives, they require substantial investment—in terms of time and budget. That’s why this year—and possibly only this year—brands have an opportunity to repurpose budget earmarked for now-cancelled shows and test the waters on new digital and content strategies.

Organizations that take these event cancellations as an opportunity to cut their overall budgets could experience detrimental effects for years to come. On the other hand, those who explore ways to build their digital presence will discover effective and efficient ways to come out stronger—and ahead of the competition.

And while times are turbulent in our industry, we’re seeing the silver lining, too. As an agency that is passionate about constant evolution and always applying fresh perspective, we’re charged up about helping our clients rise to this challenge. How can you make this a transformative year for your brand? Let’s start the conversation and find the opportunity within the crisis—just reach out.


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