With the year we’ve had in 2020, there is no doubt that we have all learned how to accept change, be innovative, and look at challenges from a new perspective. Here’s what our marketing experts think is in store for 2021.
This blog post will be a three-part series featuring their responses and predictions for what we can expect in 2021, how we can make the most of business opportunities, and where we might see marketing take a different role.
“All the show experts we speak with say 2021 is going to look more like 2020 than 2019. Coordinators need time to plan large shows. Expect the smaller regional shows to recover, especially in Q3 and Q4. But it’s going to be 2022 before things even start to approach normalcy in the big show world (think HIMSS, CES, etc.).
And we’re not entirely convinced all the budget will shift back from digital to in-person events. If digital campaigns show ROI for a company, they will be more likely to stick with it and decrease future show spend.”
– Chris Slocumb, President
“While virtual exhibitor halls are well-intended, they typically don’t draw the same “crowds” or interest as in-person booths filled with giveaways, flashy signage, and passers-by.
Although canceled shows are likely a major hit to your traditional sales efforts, take 2021 as an opportunity to repurpose your sizable trade show budget into something you’ve been putting off. For example, a marketing channel that can be highly productive in our stay-at-home world or something that can drive business growth.
One great example is your website. All great marketing starts with a robust website foundation.
Is your website lackluster compared to your competition? Have you been meaning to redevelop it but haven’t had the time or the funds? Well, now, you do!
Your website is critical to all marketing efforts (paid, earned, shared, and owned), and an underperforming site can severely hamper your campaigns’ creativity and functionality. 2021 could be the perfect time for a website upgrade from both a budgetary and time availability standpoint.”
– Brian Shilling, Branding & Digital Marketing Director
“The deal environment is HOT right now, and that will probably extend into 2021. You’ll see many companies going through M&A that will then need to merge marketing strategies, departments, and programs.”
– Chris Slocumb, President
“In-person sales meetings will still be few and far between in 2021, so working on the quality and effectiveness of a Zoom pitch will always be very important. Think good lighting, a quality microphone, custom backdrops, etc.”
We like this selfie light and this adjustable standing desk.
– Casey Frushour, Senior Creative Director
“It will be essential to retain your current business in a time where buyers are hesitant to make changes. As budgets are cut, you don’t want to be on the chopping block or have another company come in and steal a good customer/client away.”
– Casey Frushour, Senior Creative Director
Keep your eye out for Part II to this blog post in the next week or two!