By: Nancy Drapeau, PRC, VP of Research, CEIR and Dr. Allen Shaw, Ph.D.
The unrelenting nature of the health crisis might prompt some B2B exhibition organizers to take a hold and wait position before deciding what the event’s game plan will be. The current, second wave of COVID-19 cases underway in the United States is disheartening to say the least.
Despite the current situation, while most of the industry remains paused, it is of critical importance to create a plan, and revisit it as often as needed as dynamics in the market place shift to assure the ability to execute the best plan once the industry reopens again. Already we see smaller events happening in the U.S.
Don’t waste the opportunity to plan now! Based on McKinsey’s general recommendation for organizations to consider when building a strategic plan in the midst of COVID-19, we too recommend B2B exhibition organizer teams…
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