S.W.O.T. Analysis of Outdoor Events during the Pandemic
Brands participating in events and/or hosting an event is a huge factor in gaining new customers and building relationships with their loyal customers. Outdoor events are one way to market products to the people who are not yet familiar with what they are selling. Conducting outdoor events also helps a business publicise its brand and increase brand familiarity.
Given that we are now under lockdowns, mass gatherings are prohibited to reduce the risk of virus transmission. Being in this situation puts some businesses in peril of losing recognition, or customers forgetting their products. Surviving and thriving in this environment could mean maintaining a business for years to come. Many competitors have stopped trading, to protect their assets, reduce their costs and survive. Is it better to stop, or to keep going and adapt?
If you do not want to cancel outdoor events here is a bit of a S.W.O.T analysis that will help you decide if pushing for an outdoor event in this global situation (new normal) is right:
Strength of outdoor events
- less work and money in providing health declaration forms and temperature checks because products may be displayed outdoors seen by passerby.
- unrestricted space for activities and decorations
- There could be enough space to accommodate attendees while maintaining physical distancing.
- There are so few outdoor events that for good or for bad, you will gain publicity
- If it can be done right, you will corner the market, since noone else is really pushing outdoor events
Weaknesses of outdoor events
- companies and people would opt to hold digital events (via Zoom, Google Meet, etc) rather than outdoor events due to fear of exposure to Covid-19.
- Expensive because employees/staff would have to undergo swab testing before and after the event.
- Time consuming and space consuming. With the need for social distancing, you need a bigger space. That space needs to be planned out and carefully managed
Opportunities of outdoor events
- offers emotional boost for people after months of home quarantine.
- Event organizers are able to manage the crowd.
- So few outdoor events are happening, getting stalls, stands, entertainment and products to advertise would be easy
- Finding partners to help fund it, and companies to advertise at it would be easy.
Threats of outdoor events
- limited people are allowed for mass gathering which means interactions will only be subjected to few people.
- The Covid-19 scare may discourage people from attending outdoor events.
- Must have a flow of traffic that keeps people engaged, but distant from each other
- Negative publicity for being irresponsible and breaking the laws imposed on social interactions.
