IMTS IS CANCELED. NOW WHAT?
To be honest, this empty hole in my September schedule feels unnatural. IMTS has been part of every even-yeared September for my entire adult life, and the 2020 show would have been my twelfth consecutive IMTS. I spent four shows working on the exhibitor side (1998 – 2004) and the last seven supporting clients through my integrated B2B marketing agency, Ivor Andrew.
It looks like I’m going to have to wait two more years to get my official “dozen IMTS” badge. But we’re not going to sit this September out, as the machine tool industry still needs our help to move metal.
Whether you’re an IMTS novice or old-timer like me, here are five questions to ask yourself as you formulate your plans for the remainder of 2020 and beyond.
1. WHAT WERE MY GOALS FOR IMTS 2020 IN THE FIRST PLACE?
Were you looking strictly for more leads? Increased brand awareness? Perhaps opportunities to shore up your distributor network?
These goals aren’t going anywhere, so look to invest the money that you were planning on spending at IMTS on marketing initiatives to tackle these objectives. IMTS 2020 was set to give you access to 100,000+ attendees in a six-day window, and this is not something that will be easily replaced by any one marketing tactic or campaign. But strategically re-allocating your marketing budget to other channels will give you the chance to hit your 2020 goals.
2. THAT MAKES SENSE. WHERE SHOULD MY MARKETING SPEND GO?
While one size doesn’t fit all, we see a combination of four primary elements helping to fill the gap that IMTS is leaving:
Content marketing / video production: Visitors attend IMTS to learn about new technology and find solutions to their manufacturing headaches. Having the right written and video content to share with remote clients and prospects will help to engage both existing clients and prospects in an IMTS-less 2020.
Social media marketing: B2B social media use has been increasing over the past few years, and social media traffic has spiked during the pandemic. Shoring up your audience is a critical step to increasing your reach and building your brand in 2020 and beyond.
Live virtual events: This could be as simple as a Facebook Live demonstration introducing your new products, or a multi-day virtual tradeshow hosted from your global headquarters. Now is the time to familiarize yourself with the new technologies at your disposal, but keep in mind that high production values are key to building a strong brand and engaging with the audience.
Special local events: At IMTS, end users get to kick the tires on new machines, tooling, software and peripherals. While content marketing, social media and virtual events and are great for getting the word out, there is no substitute for seeing machine tools and accessories in real life. How can you use your distribution network to get products in front of people on a safer, smaller scale?
3. SHOULD I PARTICIPATE IN IMTS SPARK AND IMTS NETWORK?
Solid question. I’m going to answer this question with two follow up questions:
What was your answer to question 1? If your goals line up with what these can offer, then yes.
How’s your content marketing game? To compete for viewership with hundreds of other virtual exhibitors, you need compelling content that will set you apart. If you feel confident that you can deliver relevant and engaging content, then the IMTS Spark and IMTS Network platforms might be right for you.
4. I’M REALLY GOING TO MISS THE CHICAGO FOOD SCENE. WHO SHIPS FOOD OUT OF STATE?
Lou Malnati’s Deep Dish Pizza
Portillo’s Italian Beef and Hot Dogs
Carson’s Ribs
5. IS MY SALES TEAM READY FOR THE NEXT STAY AT HOME ORDER?
One of the most common complaints I heard in the March – May time frame was from sales teams that didn’t have the right marketing tools to sell from home. Their entire organization was built around being in front of the customer, and when this piece was removed, the entire system floundered.
While no one can predict the future, epidemiologists are predicting that the pandemic may induce more shutdowns later this fall or winter. Will your team be ready to sell from home this time? It’s critical to take a hard look back at your experience this spring and get your marketing system ready to better weather the next storm.
THE EXPECTED HAS FINALLY HAPPENED, IN AN UNEXPECTED WAY.
COVID-19’s lasting impact has been one of the craziest events of our lives, but let’s be honest with each other: We’ve all asked, “What would happen if we didn’t go to IMTS?” at various points in our lives.
Well, that day has finally arrived. I can say with 100% certainty that you are not going to IMTS this year. Neither am I. That’s scary new territory, but at the same time, the freedom is exhilarating. Scores of marketing resources are now available to use in a different way—and one that might be more effective than an IMTS exhibit ever was. There’s only one way to find out.
Want to partner with a team that knows B2B marketing like IMTS knows the phrase “innovative solutions?” Let’s chat about your goals and how we can make them happen.
