What can be predicted without fear of being wrong is that the easing of lockdown policies and the gradual opening of borders will be accompanied by measures that will temporarily restrict the movement and concentration of people. And these restrictive measures are very likely to last beyond the month of June.
Many other countries have taken the same measures as the south whatsapp number data European Union. The United States, for example, decreed the closure of its borders with the European Union on March 13, and China has just announced that it is temporarily closing its borders to foreigners and will only allow the entry of nationals.
Even if we manage to control the pandemic and lift mobility restrictions before the start of summer, a scenario that is difficult to predict, the psychological consequences of the health crisis we are experiencing will last for months and will almost certainly extend throughout 2020.
What could be the return on investment in trade fairs in a context of movement restrictions and psychological barriers to free movement?
Given a scenario that is very likely to come true , what could be the return on investment in trade fairs in a context of movement restrictions and psychological barriers to free movement? It is clear that each case must be analysed, assessing the sector of activity (whether it has been strongly affected or not), the location of the fair (Europe or outside it), its economic cost, the number of visitors we expect, their origin (whether it is local or international), our presentation in the market (are we a new player or do we have a strong presence in it)…etc.
What seems clear is that although the final result of many of the fairs organised in the second half of the year may be celebrated, it will not be as expected.
So, what alternatives does a B2B company have to trade fairs and conferences?
Even if the fairs are held and companies decide to participate, the postponement will force them to redesign their commercial and communication action plan prior to the event, also limiting the budget allocated to these fairs. It is reasonable to think that even if the event is held, a large number of companies will choose not to participate, especially when it is held closer to the summer period, which will put downward pressure on the prices of stands and services.
But if we do not participate, what alternatives can we activate to continue with our International Marketing Plan? International fairs offer an unbeatable platform to connect not only with a large audience, but also to contact other actors in the sector of activity, as well as to learn first-hand about the novelties presented by the competition. On the contrary, they are actions with a high cost and high risk because normally the return on investment cannot be measured in the short term.
Some cancelled trade fairs are offering their clients online platforms for presenting their products, as well as spaces for launching press releases and news.
There are also alternatives to traditional fairs on the market. Projects such as virtual fairs have been launched, but so far they have had limited success, as they have attempted to simulate spaces (stands, fairgrounds), events (conferences, networking, etc.) and even human relations (through emoticons, avatars, etc.) in a virtual world. Of course, they have not had a great relevance among the sectors that encompass B2B companies. On the other hand, they have been an alternative among large companies that have an exclusive and customized tool that allows them to contact their network of clients and contacts, or in sectors such as recruitment and franchises.
For companies that sell products and services to other companies, it may be time to invest in sector-specific marketplaces. Within the B2B sector, the Virtual Expo Group has several platforms that cover sectors such as industry, architecture, agriculture, the aeronautical sector or medicine. Companies can present their company, their product portfolio, catalogues, videos, press releases and news, as well as present projects. It is a good tool to make the offer known to new clients. Of course, we cannot count on an avalanche of new contacts, but if a good offer is presented, we can expect a trickle of offers.
Another alternative to not being able to present your company and product at a trade show is webinars, which are nothing more than online conferences for a specific audience, in which videos and presentations can be shared while the conference is taking place. Through platforms, some of which are free, you can develop product presentations or technical seminars for a large number of registrants. Among the paid platforms that work best are Go to Webinar and Zoom .
This tool is very useful for use in a market where we already have a client portfolio and to which we present new products at fairs. Webinars cannot replace the emotional link between our sales department and our clients, but they can be a good technical substitute. Obviously, if we have a database of potential clients, webinars are also a good alternative.
If we do not have a database of clients or potential clients in a market, it is a good time to take advantage of the enormous possibilities offered by our website , a tool that we all use, not only as a business card but as an active part in the identification of business contacts. Professional social networks, video platforms, blogs...
We must take advantage of the many alternatives that technology offers us to compensate for the high exposure that a traditional medium such as a trade fair offers us to expand our contact database and our client portfolio.
