May 18, 2020
The New Normal of Post-COVID Event Planning
Experiential marketing events are designed to build meaningful relationships between people and brands. This will remain true in a post-COVID world, albeit with a new set of rules to play by.
Early studies show that meaning may be magnified as the public gains a new appreciation for connection and interactivity. This end-result will need to be earned, though, by hyper-mindful brands willing to accept society's new terms of engagement.
Communication is Key
Consumers now see the world, and brands within it, through a more literal filter, making marketing intent more visible than ever. For the foreseeable future, those responsible for experiential events should expect to answer inquiries related to their how and why more often than where and when.
Such a rapid shift in public consciousness requires event marketers to respond with measured clarity in both their outbound communications and their actions. Transparency and proactivity will be sought-after virtues for audiences, even after COVID-related restrictions are eased.
In fact, a vast majority of consumers prefer to see brands address the pandemic directly. For events, that means plain-stated communication regarding new operational standards before and during scheduled gatherings. All available channels should communicate in-step, from pre-promotion efforts to on-site execution.
There will always be more questions. Brand event messaging should strive to make answers as wide-reaching and accessible as possible to quell concerns of a shaken general public.