Shifting strategies for a virtual event

Pivoting from an in-person event to an entirely virtual format, PM adapted its already in-progress event marketing plans for the Food and Ag Executive Dialogue. The new approach was to build continued interest while promising attendees a memorable virtual event.

Before the pandemic, PM’s original event marketing plans were designed and executed to appeal to past attendees who had an understanding of the event and its value, in addition to piquing the interest of new attendees. By creating a separate email campaign for each of the audience segments, we were able to ensure we were delivering the most relevant content. Our segmented direct marketing approach helped connect with each audience in the most relevant way, including email for each audience and an event landing page designed to speak to all audiences. The PM team also delivered a branding refresh for the 2020 event. 

When COVID-19 became a concern, we proactively adapted our marketing plans and messaging while the fate of the event was yet to be determined. Once it was decided to switch to a virtual lunch-and-learn format, the exclusive invite-only event was opened up to everyone. PM consulted with MGP on ways to still deliver a memorable event as well as modify and expand their event outreach efforts using social media and PR tactics. We also proposed sending attendees “goodie bags” in advance to make the event a standout compared to the swelling wave of other virtual meeting invites.