A post-COVID strategy for event planners

ABSTRACT

The authors propose a strategy to help event planners pivot and adjust to the post-COVID world. This involves the use of social media and sales force automation (SFA). The authors explain how both of these can be accomplished in a low cost, easy to learn and use manner by adopting LinkedIn. The authors also present three tools that will help the event planner assess if they and their personnel are ready to make such a change. The authors conclude with a set of managerial imperatives that include not only how to be proactive and competitive but also the operational adjustments that will be necessary for the mode of operation, the reach of the planner, how online presence and content will drive awareness, the role and definition of personnel, how client relationships are conducted, and how the different facets of the event itself will change.