Experiential marketers and event planners are used to creating contingency plans, even if that means changing course to reach audiences online and at home.
The worst thing marketers can do when faced with a crisis is panic. We must fight the flight instinct and, instead, discover opportunities for advancement.
As trade show marketers struggle to navigate crises, it's important to communicate openly, plan for current and future scenarios, and pivot budgets to channels that remain effective.