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Whether planned or a last-minute call, the vast majority of 2021 tradeshows will be virtual events. With a variety of offerings, platforms, and formats, it’s hard to know if this is a good investment or if you’re better off diverting the funds to your own marketing and events. Here, we break down one event, Photonics West, but our recommendations and ideas may be worth considering regardless of event or industry.

I hope you have taken the time to recognize and reflect with pride on what you accomplished last year. The team you built showed resilience and grit in adapting to challenging circumstances. The hard news: your team members are now in danger of burnout. As leaders, it is our job to provide the structure and tools to help them prioritize and focus on the year ahead.

Traditional thinking dictates that a venture capitalist’s first step after investment is to strip out overhead cost and create efficiencies. But in recent years, we’ve noticed a shift in the conversation  - new leadership is now focused on leveraging and positioning the existing brand. We are working with investors and CEOs to:

It's hard to imagine that we will be missing FABTECH 2020 this year, among many other cancelled trade shows. Last year, leading up to FABTECH 2019, we covered the market drivers, upcoming trends, and widespread changes in the advanced manufacturing markets. This year, despite the cancellation, sales and market growth continues.

Now that we’ve entered the second half of a challenging and unpredictable year, it’s time to re-look at 2020 goals, and begin the planning and budget cycles for 2021. But how? Maybe it’s the unknowns, maybe it’s concern for the impact goals can have on your team’s morale and motivation—this feels particularly hard this time.

Effective product launches and rebrands are thoroughly planned out according to specific timelines – the best time to announce the name, events with the biggest audiences, tactics that get the most traffic. It's rare that product launch planning has a contingency plan for a global pandemic.