The Adobe field marketing team immediately felt the loss of connection from COVID-19. They normally do 300 in-person, one-to-one account-based marketing events a quarter. So, they had to figure out how to keep that community alive. That meant re-inventing their high-touch, VIP-centric and often celebrity-driven events. Overnight.
The team’s number one priority was to show customers they genuinely cared about how they were doing. Empathy was key — this was not a time to be salesy. So, using direct mail and AI technology, they created a targeted wellness campaign for marketers that included a gift that they could claim, trade for a different one or donate.
Next, they looked for ways to connect without meeting in person. Working with event agencies, they re-invented their local happy hours into experiences customers could enjoy from the comfort of their own homes. They also did cooking-experience gatherings, sending ingredients for a cooking class to the audience so they could all be cooking and socialising together online.
But soon they realised a lot of things were out of their control. Not everyone was on the same stay-at-home orders, vendors were closing down and some people weren’t comfortable receiving packages. So the team pivoted again, sending out Instacart gift certificates and an ingredient list. “We discovered some unexpected benefits from having to adapt,” says Hull. “By doing these events virtually, we could expand the size and scope, making them more accessible.”