You’re in the midst of preparing a major product launch with a press conference at a big trade show exhibition, when suddenly news comes in that the show is canceled because of a pandemic crisis. This scenario is now unfortunately a global reality with the cancelation of several trade events like FESPA Madrid, drupa, Interpack and many others as a result. With maybe more upcoming exhibitions to follow in the near term.
Corona crisis communication opportunities
Since you already have invested time and budget in your preparations for these shows. You obviously still want to get some return on investment. Regardless of whether a trade show is postponed or cancelled, your product launches and announcements are still happening and shouldn’t fade in the shadows. To counter the loss of visibility for your innovation and prepare your business, we have listed some solutions for you to gain the upper hand during the unusual unfortunate circumstances.
Corona crisis communication plan
How to best tackle this crisis situation? Ensure your company has a crisis communication plan up to date with the current circumstances. With a confusing and chaotic situation like this, it’s important to have clear instructions detailed within your crisis plan. It makes a huge difference when it is clear in terms of communication who is responsible and needs to step up when your stakeholders need to be informed. Having prepared your messaging (press releases, social media announcements, mailers) in advance will allow your company to move quickly and efficiently and not waste valuable time.
A webpage dedicated to coronavirus updates
When people need to be informed quickly because actions need to be taken, it’s a good strategy to put up a landing page dedicated to the issue. All your communication can redirect to this page and make it the centralized location for all updates and the latest information. A pop up or link on the homepage is a must.
The show must go on - Online event
If you had planned a big press conference, date has been set, journalists have been alerted, then it might be worthwhile to keep the date and timing and invite the journalists to a live streaming online press conference. The same look and feel as if journalists would be physically attending can be created but instead, they can enjoy the event from a safe and comfortable environment, their homes.
Our team is experienced in creating an event to remember, be it a digital one. In addition, we try to extend the experience for the journalist by keeping them informed with new editorial content becoming available after the event, extra visuals & video footage, pod casts etc. That way they are fully briefed to report about a successful event.
With reference to one-to-one meetings you had lined up at the trade show, we can still make it happen with a video conference call set up.
Your budget did not go down the drain, you can still lever your investment. Through a communication campaign that combines social media tactics with PR efforts and targeted advertising you can take advantage of the situation. Launch a multi-channel communication campaign and be a voice within your market, while your competitors are still silent.
Forgive us for this wordplay, but let’s go viral!
Need some help with your communication plan?