More than half of tech companies may pass on 2021 trade show circuit

by | Aug 6, 2020 | Covid-19, Public Relations

As the COVID crisis continues to shake up the business world, new research from tech PR firm ARPR reveals where tech PR and digital marketing efforts are headed in 2021. The agency’s new study, Marketing in a Post-COVID World, found that 49 percent of respondents said their companies are unsure whether or not they will attend trade shows in 2021, while another 7 percent have already decided not to.

“In the weeks and months that followed the initial wave of the pandemic, executives, sales reps, HR and even product engineers have looked to us—the communications experts—for guidance,” said Renee Spurlin, senior vice president of analytics and digital marketing at ARPR, in a news release. “With this report, we’re now looking beyond that initial wave at the longer-term impacts of COVID-19 on how we communicate our brands and market our products and services.”

More than half of tech companies may pass on 2021 trade show circuit

What’s driving these decisions? It’s not just fear of contracting COVID.

In part, it may be because marketers are driving results in other channels, according to the survey. When trade shows first cancelled and outside sales reps faced travel bans, software marketers reallocated resources to digital efforts. The firm found that an overwhelming 97 percent of tech marketers said they’ve “definitely” or “somewhat” been able to prove the value of digital marketing to executives during COVID.

More than half of tech companies may pass on 2021 trade show circuit

“Our survey points to a moment of reimagination for software marketing departments,” said Anna Ruth Willams, ARPR’s founder and CEO, in the release. “Whereas marketing calendars used to be centered around live events, they’re now transforming into content-driven machines. We’re confident this report will help technology marketing teams make smarter investments for their marketing strategies in 2021.”

More than half of tech companies may pass on 2021 trade show circuit

Download the full report here.

The firm surveyed 100 tech marketers from enterprise brands, growth-stage companies and startups alike. The respondents represented technology companies such as Amazon, Cox Communications and Rackspace.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

RECENT ARTICLES

Crisis communication principles: 4 benefits of having a solid plan

Crisis communication principles: 4 benefits of having a solid plan

The plan that companies create to ensure that they have effective and efficient communication during a PR crisis is essential, which is what crisis communication entails. This plan is crucial in ensuring that a company remains functional even when going through a...

Crisis control: Why response plans need a designated spokesperson

Crisis control: Why response plans need a designated spokesperson

When an adverse event rotates the spotlight of public attention to your business or that of a partner or client, does your response plan include a designated spokesperson? Does that person have a back-up? If either answer is no, then your crisis response plan has a...

Press Moves – Week of March 8

Press Moves – Week of March 8

Here you have it! The most notable journalist and media industry moves of the past week. USA AND CANADA Follow us on Twitter @Press_Moves News and Media Atlantic, The: Tim Alberta (@timalberta) has joined as a Staff Writer. Greenville News: Genna Contino...