Your Trade Show Got Cancelled. What's Your Marketing Plan B?

Social distancing concerns has cancelled most public gatherings, including trade shows.

With Coronavirus Social Distancing, Large Gatherings Have Been Cancelled For the Foreseeable Future.

That Doesn't Mean You Have to Stop Marketing.

I've noticed a trend in the last few weeks. Several B2B marketers have called about video projects, specifically because of trade show cancellations. 

It kind of makes sense. If you're a trade show exhibitor, you plan everything months in advance. You design and build a booth, train your sales team, and develop brochures and other sales materials with one goal in mind—to engage trade show attendees.

So what can you do now?

With events everywhere getting cancelled due to Coronavirus, you need a Plan B.

How can trade show marketers generate leads with trade shows getting cancelled coast to coast? 

There's a simple answer. Video marketing.

The International Woodworking Fair is a large trade show in Atlanta.More Sales Videos

Sales videos are an effective alternative to in-person pitches. You can use video to demonstrate products, explain features, and show how your products compare to your competitors.

And, just like trade shows, you can tailor the message to specific customer segments or groups.

With just a few editing tweaks, you can make a single video work for more than one audience.

To see examples of sales videos we've created for other clients, go here.

Safe Production

Another important question during the lockdown: Is it safe to produce videos right now?

The Atlanta Home Show is another popular choice for local exhibitors.

And the answer, of course, depends on the video.

Marketing teams and agencies are adapting to the crisis by working at home and holding meetings with Zoom or Skype.

Video producers are doing the same thing, using Zoom or Skype for presentations.

We're also adapting by adjusting our approach to how videos are produced. Obviously, large productions with big crews, locations and sound stages are off limits right now.

But simpler, smaller productions are still doable.

I've been shooting people and on-camera interviews on a limited basis—mostly one-on-one productions, so the rules of social distancing can still be applied.

I've also been shooting product footage from home. I have all the camera gear and lighting I need.

For other projects, I've been creating new content with existing footage, either stock images or by repurposing footage shot for other projects.

Some day, this crisis will be over, and we'll all be back to creating content the usual way. But until then, we'll have to be a little more flexible, and a little more creative, in order to create the content you need.

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