B2B Experiential Marketing in a COVID-19 World

In a world where global pandemics are now a thing we deal with, masks are the fourth item on your “wallet, keys, phone” three-tap touch, and “social-distancing” and “quarantine” are trending at all times across social media, it’s safe to say that B2B marketing has – well, changed completely. Where trade shows were formerly the given opportunity to get your brand out in front of the masses, now, we can’t have masses!

So, what do we do?

We forget about B2B trade shows for a while. We forget about being a drop in an ocean of other businesses like ours, just hoping our audience catches a glimpse of our logo and information in between the strides of other people walking past. Do we even need to mention the new problem of adapting to safe social-distancing guidelines?  We need to make a pivot.

And we do something MUCH BETTER. A B2B roadshow tour.

We’ll start by making a list of our dream clients – the clients we really would love to make a deal with. We tell them we have something exciting to share with them – but it requires nothing more from them than an invitation to come. And then we do just that. We bring our product directly to them with a mobile roadshow tour.  Think of it as a reverse trade show, a sales center on wheels, a marketing roadshow; a great way to stand out and get your products experienced  by key customers and prospects..  

Sounds crazy, but is it? Think of how our economy runs. It relies on transportation – automobiles, tractor trailers, airplanes, ships, trains. So, what is so crazy about bringing a product to our ideal clients for a personalized, intimate, exclusive experience? Nothing! B2B experiential marketing tours are hot right now. 

Instead of offering a sales pitch – offer a “field trip.” Offer an experience. By giving your clients the opportunity to accept your invitation, they feel the exclusivity of the opportunity and then they wait in anticipation for it to arrive. The convenience alone of having a product brought directly to them opens the door to talk directly to the decision makers and influencers on their own turf, without the competition eavesdropping from the next booth over. The experience, now, is totally different.

Even better, the brand experience is safe. The crowds are known and controlled, there are sanitation measures in place – people are happy, and people are healthy.

Wondering how we make all that happen? Well, you’ll just have to contact us to find out.

Adapted from: https://promotion1.com/2019/11/13/the-beauty-of-the-mobile-roadshow-tour/

Brands are struggling with trying to stand out in the cluttered marketplace and Covid-19 is a challenge that none of us were ready for in 2020.  If you are looking for someone to have a strategy session with, reach out.  This is what we do and have been doing since 1995.  We’ve been through a few really bad downturns and we excel in building brands.  Pro Motion is a top experiential marketing agency and we love creating engaging, unique experiences, and effective marketing campaigns. Give us a call at 636.577.8507.

Can’t wait for our next post? Learn More About Steve Randazzo’s Best Selling book, Brand Experiences: Building Connections in a Digitally Cluttered World. Click here to download 2 free chapters!