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Most trade show marketing is on hold because of coronavirus and social distancing.

Yes, You Can Generate B2B Leads Without Trade Show Marketing. Here’s How.

If you normally use trade show marketing to generate leads, you may be in a panic right now.

In the last few weeks, several B2B companies have called me about doing video projects, because their trade shows had been cancelled due to COVID-19.

I can only imagine how frustrated you must be.

An Alternative to Trade Show Marketing

If you’re a trade show exhibitor, you design and build a booth, train your sales team, and develop brochures and other sales materials with one goal in mind—to engage trade show attendees.

So what can you do now?

With events everywhere getting cancelled due to Coronavirus, you need a Plan B.

There’s a simple answer. Video marketing.

Trade shows like this one were a great source for BwB leads, until they got cancelled.

More Sales Videos

Sales videos are an effective alternative to in-person pitches.

You can use video to demonstrate products, explain features, and show how your products compare to your competitors.

And, just like trade show marketing, you can tailor the message to specific segments or groups.

With just a few editing tweaks, you can make a single video work for more than one audience.

To see examples of sales videos we’ve created for other clients, go here.

Safe Production

Another important question during the lockdown: Is it safe to produce videos right now?

And the answer, of course, depends on the video.

Marketing teams and agencies are adapting to the crisis by working from home, and holding Zoom meetings.

Video producers are doing the same thing, using Zoom or Skype for presentations.

We’re also adapting by adjusting our approach to how videos are produced.

Generating leads with social media videos is a good alternative to trade show marketing.

Obviously, large productions with big crews, locations and sound stages are off limits right now.

But simpler, smaller productions are still doable.

I’ve been shooting people and on-camera interviews on a limited basis—mostly one-on-one productions, so the rules of social distancing can still be applied. Check out my recent post about contactless video production.

For other projects, I’ve been creating new content with existing footage, either stock images or by repurposing footage shot for other projects.

How Content Marketing Generates Leads

Many B2B companies use content marketing to attract new customers and generate leads. If you’d like to know more, you can check out this post.

Some day, this crisis will be over, and you can go back to the trade show marketing you’re used to doing. But until then, you’ll have to be a little more flexible, and more creative, to generate the business you need.


Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.

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