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Client View |
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Keep on truckin ’ Martin Pickering is interim head of marketing at MAN Truck & Bus UK , one of Lowe ’ s clients , and as an event-buyer , says the impact of Covid-19 has changed the way the business approaches its events programme . 2020 has certainly been a year we won ’ t forget with the ongoing changes to our events programme due to the pandemic ,” he says . “ It ’ s so important that we keep our customers and our teams safe and the support from Venues and Events International in helping us achieve this was incredible .
“ Our new Truck Generation was launched in February 2020 in Bilbao , Spain , with the plan to showcase this to the UK market . We need customers to experience our products first-hand , and as part of the UK launch , we were planning a week-long ‘ ride and drive ’ event at Millbrook Proving Ground in July .
“ Throughout the year , we continued to monitor government guidelines to ensure we put the relevant safety measures in place ; however the restrictions meant we
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couldn ’ t hold the week-long event in July , therefore we looked for alternative solutions .”
Pickering adds that a unique roadshow approach kept them in touch with their clients . “ We were fortunate that through effective planning and communication , we were able to successfully get our trucks in front of our customers with Covid-19-safe guidelines using a nationwide roadshow event across seven UK locations with restricted numbers . Product launches are key to our business success and these will be welcomed back once we can manage events at a larger scale .”
Hybrid investment Even though the situation is more optimistic in the UK , this is not necessarily the case globally , and added to that are international travel restrictions . Such restrictions will be in place for a while yet , and then further questions remain over what paperwork might be needed to prove an individual delegate is safe to travel .
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“ With the right approach , this could be a big opportunity to develop new ideas and ways of organising and handling events .”
Below : MAN Truck & Bus UK ran a
Covid-safe roadshow
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One solution to this is a programme of hybrid events . Anyone concerned about their safety , or who is unable to attend a face-to-face event , can take part from home . Hybrid events are a great failsafe option should there be further impact from the virus , perhaps a local outbreak , making it easier to move an event , in full or in part , to a virtual platform . The requirement for hotels and venues to introduce this option means an upgrade of the hotels and venues ’ technical equipment , especially their internet connections .
Christopher McCarthy , senior events manager at Rathbone Investment Management , says he is “ delighted ” to be able to hold live events again , but safety is at the forefront of everything . “ We ’ ve been running several virtual events throughout the past 12 months which have been successful in allowing us to maintain communication channels ,” he says . “ We have all missed the interaction and engagement that live events offer , and at Rathbones we are looking forward to being back in the ‘ real world ’ once it is safe to do so .”
Lowe concludes the conversation by saying that the end of June is looking promising as we return to some version of normality but says trust and flexibility will be key in restoring confidence . “ Hotels , venues , and people working in the events industry will have to work hard to gain their clients ’ trust ,” she says . “ Understandably , people are nervous and trying to be careful about their health and wellbeing . It will be hard , but not impossible , and with the right approach , this could be a big opportunity to develop new ideas and ways of organising and handling events in the future – a future we are very excited for .”
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