Alto Marketing

COVID-19/Coronavirus: Lead generation in an era of postponed exhibitions and F2F time

24th March 2020 - Last modified 9th April 2020 - 0 comments

The first in our blog series: Marketing Communications During the COVID Crisis

The current global healthcare crisis continues to develop apace with devastating consequences for some individuals and families.

From a business point of view, the impact of the virus will have commercial ramifications, not least due to conferences and exhibitions being postponed or even cancelled. In addition, travel bans mean sales people are not able to visit their customers.

                         Click here for status updates on some of the major industry exhibitions.

However, there are things that can be done instead of these events and face-to-face visits to minimize this “lead shortfall”!

Firstly, there are a number of virtual events in the life sciences, with new events being brought online in response to the current situation. With no travel or direct contact, these are good alternatives to cancelled and postponed events.

                          Click here for a list of virtual exhibitions.

Alternatively, you could hold your own web event. This would be different from other virtual events and you would have full control. Your online event could have a mix of live and pre-recorded elements including:

Live online demos/presentations
Use all or some of the time that your team would have spent at an exhibition or on the road to hold online discussions and demonstrations. Make specialists available at specified time periods for online demos, ideally on a 1-2-1 basis where the application specialist can respond to individual questions – mimicking the situation in an exhibition. This can be achieved both in the office, or remotely, depending on the particular restrictions you may be facing.

‘How to’ video snippets
Establish the 3-5 top features of your product (related to specific applications where relevant) and prepare short ‘how to’ video clips to demonstrate these. Again, depending on the state and severity of the restrictions you face, this could either take place in a simulated lab environment or could reproduce the exhibition environment with a product specialist in front of your exhibition graphics. If access to equipment is limited, product images or graphics embedded in the video could act as a substitute.

Webcam customer testimonials
In the current environment, access to the office or lab is limited and your customers are likely to be minimising exposure to visitors, so why not set up and record a webcam interview with them instead? Just a short clip, perhaps on the data they’ve obtained when using your product, how it helped in their research etc. It might not be supreme video quality, but given the situation, your prospects will understand, and it will support your sales message in a very true-to-life way.

Alto Marketing can support with all aspects, from strategy and management, video scripting, shooting (where feasible) and editing, to interviewing your customers. Contact us to see how we can help.

Promoting your web event
Anything you do will need to be promoted to your target audiences. We recommend using the following channels and we will be blogging more about this in the coming days:
•  Your website – Use a banner/pop-up on your homepage and events page
•  Pay-per-click campaign – You can even use the name of the postponed event as one
of the keywords to promote your online event
•  Social media – all content/videos can be pushed out through your social media
channels before, during and after the event
•  Email marketing
•  Third party promotions with relevant media

Alto Marketing has great experience of these channels, supporting our clients with all content development, PPC and email campaigns, as well as media planning. Contact us to see how we can help. 

We’re all in it together

The situation is changing on a daily basis and we’re in “constant creative” mode to help our clients use both existing techniques/channels as well as new technologies to get around the lack of face-to-face time. And since there’s never been a time like this and we all need to come together, if you’d like to discuss any ideas on supporting the marketing and sales process in the COVID-19 emergency era, we’d love to hear from you.

For a global update on the COVID-19/Coronavirus outbreak, see
https://www.worldometers.info/coronavirus

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