The outburst of COVID-19 has tremendously affected the event industry. It is no secret that COVID-19 has a drastic effect on btl activities in India. Since the onset of the pandemic, several brand promotions events have been cancelled or have got postponed. As per the study conducted by Eventsforce, it has been observed that 72% of events have been cancelled or postponed (several rescheduled to autumn/fall this year). Several experts have suggested a gradual transition will be observed in another six months or a year where the entire industry will bounce back stronger and better. Even when the world is back to normal, aspects such as consumer safety and personal hygiene will remain a priority for organizers. Brand promotion events will experience a significant change, particularly on the side of planners and venues. These combined efforts will play a vital role in restarting the industry and start hosting physical events again.

Below are the five things that need to be kept in mind while hosting a promotion event post COVID-19.

Social Distancing

As per the research done by the Harvard Scientists, we have to be socially distant until 2022. So, even though the lockdown is lifted and we discover the vaccine for coronavirus, we need to keep practicing social distancing. Especially in mass gathering events, the risk is higher. Therefore, brand promotion events organized across the globe need to follow the guidelines issued by the government for social distancing. It would be best if you carried out your btl marketing activities, keeping in mind the no-handshake policy, and maintaining 3 feet from other people. It would help if you encouraged your staff to sanitize the high-touch surfaces at your stand.

Extra Care at the Venue

While hosting a brand promotion event, make sure you choose a venue that is well sanitized, and all the visitors are provided with essentials to protect themselves. Suppose it’s a mall activation, then you can look for temperature checking machines installed at the entry point. Throughout the event, you might have to take extra care and every possible step to ensure the event is COVID free.

Safety of your Team

For every organization, the safety and security of their employees hold the highest importance. Therefore, while organizing the btl activities in India, companies will have to be more cautious and need to invest more in the safety of their resources. Make sure they are provided with all the essentials to protect themselves, such as sanitizers, masks, etc. It is advisable to conduct their health test before appointing them for your brand promotion event because, as they wisely quote, precaution is better than cure. Make sure the event is held by adhering to the guidelines provided by the government.

Make Use of Signages

On-site, it is essential to remind the visitors with the help of signages to wash their hand or visit hand sanitizer stations regularly. Also, to cover their mouth with elbow or tissue while sneezing or coughing. To advise visitors who have fever, cough, sore throat, and have difficulty breathing to seek help immediately! While hosting a brand promotion event, taking these extra measures, and encouraging hygiene methods would help keep your event COVID free.

Unforeseen Decisions

Till the time the world is not completely free from COVID, we need to take every necessary measure to prevent it from spreading. Even though the lockdown might open, but there would be certain decision-making processes that are not in your hand. For example, flight cancellations on specific routes, regional or national authorities making decisions to reduce the size of the event, which could affect your brand promotion strategy. It is advisable to be prepared to face any such unforeseen decisions while working on your promotion strategies.

In the long run, when the COVID-19 health crisis settles down, there is no doubt face-to-face interaction events bounce back stronger. But there will also be a significant change in the manner these btl activities in India are conducted. So, make sure you consider the above five things while planning to host event post COVID-19.