Gartner Research

Addressing Disruptions to Tradeshow and Event Marketing Plans Due to Coronavirus (COVID-19)

Build contingency plans for the foreseeable future.

Analyst: Christy Ferguson

Events rank as one of the most effective ways of generating leads for technology marketers. Technology and service providers spend an average of 11% of their marketing programs budget on third-party tradeshows, according to the Gartner 2019 Tech Marketing Benchmarks Survey. For hosted events, spend averages 6% of the program’s budget.

Cancellations or postponement of these events can be significantly disruptive to exhibitors and hosts. As the number of tradeshow cancellations increases daily due to the COVID-19 outbreak, technology marketing teams must implement contingency plans to ensure awareness and demand generation objectives tied to events are able to continue.

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