Events Services

Industry Update: 16.01.2021

Vertical: Events Services
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Events Services, what are we seeing?

In recent weeks we have seen a total cessation of the global physical events industry. Business events, exhibitions, conferences, sporting events, and promotional gatherings all canceled or postponed. Music and entertainment… canceled. Even face to face meetings are off the table right now. Major impact has been felt by all categories of event support suppliers.

At the same time we are seeing increased demand for businesses wanting to take a planned or new events online. They are looking for guidance on which digital formats they should choose, and they need help in planning and executing the strategy, supporting content, video editing and publishing after the event, etc.

What do these businesses need to do now?

1. Adjust your business targeting

Industry knowledge is important, so stick to the sectors that you have built a brand reputation in. That said, there are certain pockets of businesses that need to pivot to online events and these are the ones that you should be targeting.

Some industries have a greater compatibility with digital events than others. If you are able to support digital event scenarios, target the specific industries and larger company sizes that are currently mobilising innovative digital event strategies.

If your service requires physical events, such as provision of support staff or catering, then look outside of events to other industry scenarios that remain operational in the absence of physical events. Certain services will not be compatible with a socially distanced economy, no matter what targeting adjustments are implemented, and these should be stood down for the time being.

2. Review your marketing channels
B2B Direct Mail


Paid Search


Tradeshows and Exhibitions


Awards Circuit


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Adjust propositions to support clients the need to pivot to online event models.

If able, highlight your experience and insight in supporting the switch to digital events. Accentuate the competitive advantages that you can offer over and above your competitors, and why these are important now.

If you are not able to support digital events then consider standing down some or all affected services, or repositioning to support non-event scenarios if possible.

Flexible payment terms are also in demand if you can support this option.

4. Revise your messaging

Revise messaging to address your customers and prospects’ biggest challenges; how to pivot from a face to face event strategy, to an online audience.

If you have some case studies or red hot experience in pivoting from live to digital events then now is the time to talk about it.

Focus on your ability to take what was a tried and tested face to face solution online.

Set out attractive commercial terms if you are able to.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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