How has COVID-19 directly impacted your exhibit-marketing program?
With the outbreak of the COVID-19 pandemic, our exhibit-marketing program has seen significant impact. Several of the trade shows that we had already committed to for 2020 have either been canceled or postponed. Some trade shows have moved to a virtual format, giving us a new opportunity to continue to showcase, which is an interesting shift that we think is actually really exciting and opens a lot of new creative prospects for us.

Additionally, my team has been working from home, which has changed the dynamic. But with virtual tools beyond email, like Skype and WebEx, my team has been able to stay in the loop and brainstorm, plan, and communicate as usual.

What steps are you currently taking to mitigate these impacts?
Canon Medical's first priority is thinking about our customers in the health-care space, and their patients, and how we can be the best partner possible for them during this challenging time and meet their needs. Right now, we know that in-person events are most likely the last things on their minds, so we are focusing on pivoting our in-person exhibit participation to create a meaningful virtual experience, in the event that the trade shows we typically participate in do choose that route. We have always had a big focus on digital marketing, but now we are really honing in on how we can reach our audience digitally and our target market through a virtual experience to continue to showcase our innovation and how it can help hospitals improve patient care.

Which of these impacts is the one that most keeps you up at night?
For someone like myself who has been in the trade show industry for more than 35 years, I have built a career on enhancing the in-person connection that visitors experience during a trade show. Making the shift to a virtual format will be entirely new, and while exciting, I want to make sure I'm making the right impact for my company and the industry.

Has your workload increased, decreased, or stayed the same?
Lately, my workload has increased. I am constantly and somewhat obsessively looking into alternative ways to exhibit and the most impactful ways to be creative in a virtual and digital world that didn't exist until recently.

In the absence of trade shows and events, what strategies and tactics are you using to achieve objectives such as generating leads, increasing brand awareness, promoting new products, etc.?
At Canon Medical, we are focusing our marketing efforts on communicating to our customers that we are committed to being a trusted partner that is here to support them not just now, during the COVID-19 pandemic, but always, no matter the challenges that they face.

We are heavily focused on all of our digital platforms – social, web, advertising – at this point in time, letting customers know that we'll continue to connect with them even in this socially distant environment, through not just our products but our service and education offerings.

Has the absence of live events and trade shows impacted how your company's upper management perceives their value?
We are viewing trade shows as more important than ever. We need the ability to reach our audience during these unusual times, and trade shows give us that, even though they'll be in a virtual space.

With the shift to virtual we can reach a wider audience with the chance to share more technology than ever before. While we miss the face-to-face interaction and relationship building that comes with in-person trade shows, we recognize that the world is changing, and we must adapt to our customers' needs.

When you think about managing your program during the next 12 months, what concerns you the most, and why?
Again, I am all about the idea of connections. While we might lose some connections, we're gaining new ones, and it's exciting to think of revamping the ways that we are able to showcase our brand. We might be losing that physical connection that we are all used to, but we are entering this new digital world and gaining new relationships as we move forward.

How do you think your face-to-face marketing program will change in light of the pandemic?
Again, the big shift will be into more digital and virtual opportunities. Moving forward, I think there will be a big focus on video, whether it be video conferences or recorded presentations and demonstrations.

How optimistic are you that shows you've regularly attended will return once the pandemic is over?
I think large trade shows will continue to be put on hold or moved virtually for the near future. Virtual will be the new normal when organizers realize that their return can be similar to in-person events. This opens a huge opportunity for the future, if not for entire shows to be virtual, but at least large portions of them.

What lessons have you learned from this crisis that may benefit your program moving forward?
Our Canon Medical marketing team is made up of adaptable forward-thinkers. We are open to change, and welcome and take advantage of opportunities. That has eased any transition we have undertaken recently, and if we can continue to be that way in the future, then nothing can stop us. Additionally, a huge prior focus on digital communications has led and allowed us to maintain focus there and be ahead of the curve, which can help moving forward as well.

What changes, if any, should the trade show and events industry collectively consider implementing as a result of this pandemic?
I think the industry should continue to host events virtually when it makes sense and when possible. Traveling across country to attend an event may not make sense anymore when we are able to showcase our brand exceptionally well in a digital format. Speaker events and abstracts can easily be put online. At the very least, exhibits should limit crowds with appointments only and limit the size of exhibits.

Read more interviews with exhibit managers coping with COVID-19.