“At Yext, we’ve enacted new company- wide travel policies to protect the health and safety of our employees and customers. This means, for the time being, we will not be participating in sponsored events, conferences, and internal in-person meetings where travel is required. We are not committing to event sponsorships, and have made the difficult decision to pull out of sponsored events for the next month, monitoring future sponsorships on a weekly basis.
As far as field marketing events go, we are being cautious. For upcoming events in any cities experiencing outbreaks, like Seattle, we have made the decision to postpone. However, this does not mean we are hitting the pause button all together. Our travel policy has forced us to be ultra-agile, so in the cities we are still hosting our field events, we have activated our local team members –– marketing or not –– to step up and become event people. Even outside of our core field marketing programs, we are empowering our local sales representatives to host in market, smaller, safer events that will still foster business connections.”
Lindsay also mentioned that she is toying with the idea of marrying virtual events with in-person experiences. While this strategy is still in planning-mode and I don’t want to give away any of the creative ideas that her team is working on, I can say this: Lindsay’s team understands that virtual events alone won’t cut it. Attendees need the physical experience to feel connected to the brand, and the power of direct mail just might solve the experience gap.