COVID-19 is an overwhelming presence in the world right now; it’s shutting down schools, businesses, and events. In many industries, trade shows and conferences are no exception. Throughout the past two weeks, most of us have probably experienced trade show or event cancelations.
Despite trade show cancelations, the industries that greatly rely on these events still need to generate leads. Luckily, there are still many things you can do to make sure that the money spent on trade shows, the collection of leads in your database, and the time that you have now gotten back from canceled travel plans are capitalized on without face-to-face interaction. Read through some of our suggested strategies below. The best part about these lead gen tips is that you’ll never have to leave your desk.
Reach out to the list of trade show attendees
Most shows give out a list of attendees either before or after the show. Reach out to the show coordinators as most are still working and trying to figure out how to proceed with their show efforts. Email the list of contacts, express how you would have enjoyed talking with them in person but in light of recent events, did not get the opportunity. In this email, offer them an alternative to get to know you and your business.
Offer an alternative
If you still want an opportunity to demonstrate what your business does, offer an alternative. A great way to do this is by hosting a webinar. Demonstrate the same content on your webinar that you would have shown at the trade show itself. Chances are most people are stuck at home in front of their computers with a cleared schedule, so this is a perfect time to do it. Send out a drip campaign of emails announcing the webinar. Include the date(s), time(s), and link to sign up.
Send your top 20 contacts a “welcome back” gift to their office
Transitioning back to a regular work environment can be difficult, but what could make it better is a nice gift from your company waiting on their desk. Think about using part of your, now available, trade show budget to purchase and send a gift to your top 20 contacts from the canceled trade show. If that’s not feasible, send a package of your company’s promotional items that you were planning to give out at the show. This will help you restart the conversation since you weren’t able to do it in a face-to-face environment.
If your trade show is still going on…
But attendance is low, consider taking a video from the show with updates and sending it to your email lists. This is also a great opportunity to use the trade show’s resources, such as their videography team, to take videos of your pitch or presentation to later send to your list of contacts.
Along with a video, think about offering to live stream the event for the trade show host. This is a smart way to reach the audience while providing value to both the event and absent attendees.
When the world’s current circumstances are less than ideal, it’s important to get creative and figure out how to capitalize on your potential leads. There are many ways you can reach the potential lead base that you were going to talk to at the trade show.