Grip: What Marketers Can Learn From When Your Business Model Changes Overnight

Grip: What Marketers Can Learn From When Your Business Model Changes Overnight

Share to Linkedin I love writing about the latest and greatest start-ups and innovations and hopefully inspiring my fellow marketers to open their mind up to new ways of working in these unprecedented times. For many industries things changed overnight at the start of lockdown, including the live events industry. I met Tim Groot, the CEO and Co-Founder at Grip to understand how they reacted. Grip is an AI-powered event networking solution that aims to empower event attendees to reach their business goals faster and critically to optimise their Return on Time. Grip have worked with a diverse set of clients - from Amazon, to Informa to the American Society for microbiology to deliver thousands of virtual, hybrid and live events. Tim Groot from Grip "The pandemic and lockdown restrictions naturally meant that we could no longer host live events and around 30 clients cancelled, which then became the catalyst for the advancement of our plans to offer virtual events and quickly adapt to new market demands. Our top priority was to make sure our clients' events could still go ahead in an online capacity, in a way that allowed them to maximise on the value that they would have