- What We Do
- How We Do It
The recent global spread of the new coronavirus makes for uncertain times for all of us, but particularly for event and experiential marketers. There’s no doubt that COVID-19 will continue to impact the live events of consumer brands around the world, but what we can all do is control how we prepare for what’s coming over the next few months.
As experiential marketing technology experts, here at Limelight we work closely with marketers and brands across the globe, so we have firsthand knowledge of how millions of consumers are reacting to events in the midst of the pandemic.
Consumers want clear messaging about what is currently happening and what they can expect to happen as COVID-19 progresses. More events are being cancelled every day, and many more will continue to be cancelled or postponed over the next 60 days.
For events planned over the next few months, event attendees are likely to have concerns about potential cancellations and refunds. By being prepared and creating an action plan and resource library in advance, we can help to provide attendees with real-time updates before they ask. For events to be postponed and rescheduled for later in the year when the worst has passed, we can prepare a communication plan for attendees that covers questions around the new event logistics.
We can’t ignore the impact that the coronavirus has already had on major events - from the cancellation of Facebook’s annual F8 conference and the PGA 2020 Players ChampionshipTour, to the NBA suspending game play and the cancellation of SXSW and the postponement of Coachella, large scale events in almost every continent have already been affected.
Event and experiential marketers around the world are currently all having the same conversation. None of us can predict what is going to happen over the next few months, but we can control how proactive we are. Although most events over the next 60 days will be cancelled and sales cycles may slow down as people are unwilling to make big decisions amidst so much uncertainty, we do know that it won’t last forever. Live events will happen again and they will continue to be one of our most valuable marketing channels. Until then, we can be proactive and prepare for the rescheduled events when they happen.
At Limelight, we’re staying up to date with the progression of the coronavirus and official guidance for events and travel with these resources:
Events and experiential marketing are one of the most powerful tools at the disposal of consumer brands and agencies, and they will continue to be around long after the impact of COVID-19 has passed. There is likely to be an influx of rescheduled events later in the year, so now is the time to plan ahead and get prepared for the potential rush of events.
In the meantime, stay safe.
The team at Limelight.