The beauty industry relies on networking, education and product launches. And this happens by the convention centres-full at the trade shows that underpin the calendar of the salons, employees and suppliers that make up the beauty industry.

And yet, thanks to the forced closures, social distancing restrictions and international travel bans, this year’s trade shows have been either postponed or cancelled altogether.

If you were gearing up to either host, sponsor, attend or exhibit at one of the industry trade shows, you’re likely at a loss for how to keep on top of the latest developments, news and identities within the industry.

Here are some alternative ways to keep abreast of what’s going on.

Digital conferencing and webinars
You may not be able to attend educational demonstrations or talks at the shows, but this is a situation where technology really comes into its own, connecting sales teams with potential clients. “Investing in creating content that can be used within digital conferencing should be a priority for suppliers who are looking to communicate their value proposition to potential clients,” says Richard McKeen of the Beauty Business Journal. “Short product or explainer videos can add exceptional value to clients who you are looking to do business with, as well as regular webinars where many of potential customers can be presented to.”

Email marketing
Sending out an eDM is one thing, but it’s pointless if you don’t have a strong database. Likewise, in order to be best-informed, you need to ensure you’re signed up to receive high-quality email marketing. 

Subscribing to a tracking programme such as Campaign Manager, allows you to see your opening rate, as well as which features or articles are most read.

Account Based Marketing (ABM)
It’s becoming common for B2B marketers to utilise ABM. “This method allows businesses to reverse-engineer the sales and prospecting process in order to target high-value customer accounts with personalised content designed to generate quicker results,” says Richard. ABM works hand-in-hand with the traditional short-term marketing goal of generating leads, with the primary aim of pushing long-term revenue growth.

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