How to retool your conference strategy when events are canceled and postponed
Black Hat and Defcon are both still on as of right now, but a number of conferences have been canceled, postponed, or turned into virtual events. ZDNet has a running list of canceled cybersecurity shows.
So what are your options for prospecting, networking, and presenting when massive gatherings are prohibited?
Here are some strategies we’re recommending to clients:
Live stream your presentation.
Turn a presentation into a webinar or live stream. Market it on social media to the right audiences.
Host a virtual event.
Create a forum for networking, community, and education that you’d normally have at the show.
Schedule one-on-one media briefings.
Have a new product launch in the works? See if you can get media to agree to online demos via Zoom or Google Hangouts. Everyone is doing more business online and via video right now, why not keep it going?
Some conferences, like SecureWorld, have a podcast, webinars, and sometimes a blog open to outside contributors. This can be a good opportunity to get in front of an audience similar to what you’d find at the show.
Create a video series.
Cover the major messages you wanted to get across in your presentation or at your booth, creating a video for each message and audience.
Blog. Blog some more.
With sales teams hungry to keep the fire lit, arm them with good content. Write smart, timely stories that matter to your audience, and create more reasons for them to visit your site and learn about your brand. People are still looking for content, so give it to them.
Question of the month
What alternatives to face-to-face conferences and in-person networking events are you exploring?
Engage through social media.
Engage your audience, interact, share content. You’d be doing the same thing at conferences, so reach out and provide intel, share updates about your brand, and proactively start conversations that fill your funnel.
Explore your options and make a plan. If you want to talk strategy, we’re here to help. Reach out for a one-on-one conversation about how best to proceed.
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