Know-How Exchange : Other

Trade shows generally should be just part of your marketing strategy, and as such, if the show is canceled you can just continue or grow the other parts of the strategy.

It sounds like you have gone to prior trade shows? At those shows, have you collected contact information? Many of your other marketing options use this info to help get people to take part -for example, you would send invites to a webinar to those who you have collected info on in the past.

If you do have new products, it does sound like some sort of launch event might be appropriate. A webinar that demos or has current users of the new product (beta users or the like) talk about the benefits. Sending to contacts your company has would be possible. And perhaps you could promote it through the trade show company - many times you can buy access to the list of attendees.

Create a series of videos promoted and shared via social media.

Connect the videos to white papers, articles, and email blasts.

Offer a raffle for attendees of a webinar with a virtual set of prizes.

This is the time to be thinking drastically and outrageously to hold, direct, and focus attention.
This is the time to be creative, to pull out all—and I really do mean ALL—the stops.

This is the time to be memorable in the face of adversity.

Fate is giving you sour lemons.

Your task now is to make the best-damned vodka ever tasted (virtually, that is).

Have you asked if the trade show will convert itself into a online webinar/presence that you can participate on? If not, can you connect with some other natural collaborators who also will display at the show and create your own combined online presence?