Changing PR & marketing tactics in light of Coronavirus

By March 13, 202017 Comments
coronavirus

Melanie Johnson-Holliday, Account Director – Eskenzi PR

 

South by Southwest in Austin, Texas is the latest victim of the event cancelling procedure due to the Coronavirus (COVID-19) outbreak. With the first big cancellation shocker being Mobile Word Congress in Barcelona that cost the sector millions, it looks like many smaller industry events are set to follow suit and be postponed or scrapped around the globe.

 

It is totally understandable that event organisers are taking these precautionary measures in order to protect exhibitors and visitors, but what happens if the cancelled event was your major push for sales leads and you have a complete PR and marketing plan in place? It could quite possibly be a devasting blow to your company’s annual sales figures or awareness campaigns; but don’t despair, you can put a plan of action in place that means your company won’t lose out.

 

Here are our tips on a PR and marketing back-up plan if you’re event exhibition is cancelled:

 

Turn presentations/speaker opportunities into webinars: Webinars are one of the best ways to increase sales leads. If you have a great presentation topic, don’t waste the content! Turn it into an interactive online event that could reach a global audience rather than one that is just the cancelled event’s captured visitors. A webinar will help you connect with current and potential customers, and its interactive nature will allow you to discuss the topic and receive feedback in real time

 

Rearrange press interviews: If you’ve set-up face-to-face press meetings, make sure you reschedule these interviews over the phone. Don’t miss out on potential relationship building just because the event has been cancelled. The meetings have been secured because the journalists are interested in what you have to say, and that shouldn’t change, even if you can’t meet with them face-to-face.

 

Create thought-leadership pieces: Make sure you continue to talk about the message you’ve based your exhibition presence around. Create and draft thought-leadership articles to offer advice and talk about the challenges the visitors to the trade show are facing, but don’t be salesy. This will create substantial coverage and content for your company, whilst offering valuable guidance for your target customers.

 

Still send out your press releases: Still send out your scheduled news announcements, but redraft them slightly by taking out any mention of the event, such as your booth number etc. As the event is cancelled, this could be your chance to shout the loudest and get valuable coverage. Remember, if you’re announcing your biggest news at a trade show, it could simply get lost amongst all the noise. But, with no event happening, other exhibitors won’t be sending out irrelevant releases like preview announcements, so take this opportunity to make sure you’re heard.

 

The main thing amongst all this uncertainty is… DON’T PANIC. There are ways to make sure your company doesn’t miss out to this pandemic, and you can continue a solid PR and marketing campaign to bring in those vital sales leads and raise awareness. Everyone is aware of what is happening and are adapting the ways they’re working to keep safe; so don’t be scared to change tactics to still get the results you want.

 

 

 

17 Comments

  • bluray says:

    I simply wanted to make a simple note so as to say thanks to you for all the lovely ideas you are placing at this site. My time consuming internet research has now been compensated with reliable details to go over with my companions. I would believe that most of us visitors actually are unquestionably endowed to exist in a fabulous network with many outstanding professionals with interesting suggestions. I feel pretty blessed to have come across the webpage and look forward to so many more awesome times reading here. Thanks again for all the details. Olympie Berke Christy

  • dizi says:

    What a stuff of un-ambiguity and preserveness of precious familiarity about unpredicted emotions. Beilul Nick Elset

  • hulu says:

    Excellent post. I will be dealing with a few of these issues as well.. Ajay Esme Lemon

  • recep ivedik says:

    These are truly fantastic ideas in concerning blogging. Milissent Hillier Brinna

  • hindi movie says:

    Way cool! Some extremely valid points! I appreciate you writing this write-up plus the rest of the website is very good. Lexie Ulick Shieh

  • 1080p says:

    I am sure this piece of writing has touched all the internet visitors, its really really fastidious piece of writing on building up new website.| Billy Rabi Cannell

  • bedava says:

    Thanks for sharing such a good idea, paragraph is fastidious, thats why i have read it fully Gabbie Gino Iphigenia

  • turkce says:

    Wonderful website you have here but I was curious if you knew of any forums that cover the same topics talked about here? Theodosia Keary Pentheas

  • diziler says:

    Thanks Studio_B, glad to have this one written up! Henrietta Olav Safir

  • altyazili says:

    Having read this I thought it was extremely informative. Mada Byrle Cartan

  • dublaj says:

    She packed her seven versalia, put her initial into the belt and made herself on the way. Kellie Cyrillus Pirozzo

  • bluray says:

    I almost lost you, sweetheart. I am so glad you are making great strides in your plan to get off insulin! Tommi Hamlen Almeida

  • altyazili says:

    And Mr. Trump has removed any doubt that his tweets carry the weight once reserved for more formal pronouncements. Aliza Riordan Lora

  • bedava says:

    Do you mind if I quote a couplefew of your postsarticles as long as I provide credit and sources back to your webpagesitewebsiteweblogblog? My blog sitewebsiteblog is in the very sameexact same area of interestniche as yours and my visitorsusers would certainlydefinitelygenuinelytrulyreally benefit from a lot of thesome of the information you presentprovide here. Please let me know if this alrightokayok with you. RegardsThanks a lotAppreciate itCheersThank youMany thanksThanks! Ada Waiter Jill

  • turkce says:

    I made the mistake of reading this while getting ready for bed. I became so involved in this that I was up longer than usual. Lulu Silvio Gilliette

  • erotik says:

    Effectively they have announced that we will be able to use a trader to buy in amazon, even if no details have been given but it is already confirmed Winnie Arvie Johansen

  • turkce says:

    After I originally commented I appear to have clicked the -Notify me when new comments are added- checkbox and from now on every time a comment is added I get four emails with the same comment. Perhaps there is an easy method you can remove me from that service? Kudos! Herminia Barbabas Cherey

Leave a Reply

Eskenzi is a London based Queen’s Award-winning tech agency dedicated to cybersecurity.