Top Tips for Hosting Premier Virtual Events
The circumstances of 2020 required many companies to significantly adapt their event strategies. There were two choices – transition to a virtual format or cancel altogether. In the beginning, many brands that took the plunge to convert fumbled their way through technology glitches and lackluster consumer experiences.
Fortunately, we’ve learned a lot, and market conditions have inspired innovations that make virtual experiences far more seamless and immersive. Companies recognize the intrinsic value in the virtual format, such as expanded reach, increased engagement, and reduced logistical expenses. Even with the return of in-person gatherings, virtual events have proven to be a lasting strategy for now and into the future.
PRO TIP: If you’re not going to do it well, don’t do it at all.
Check out these best practices to ensure your next virtual event goes off without a hitch.
Define Your Objectives
Before you ever develop content, select a format or reserve a date on the calendar; it is critical to know what you’re trying to achieve and, subsequently, how success will be defined.
Do you want to produce ticket revenue? Generate or nurture sales leads? Acquire donations? Grow brand awareness? Educate customers? You get the idea. Tailor these metrics for your business and then make it measurable.
Once defined, all the remaining event details and decisions should support this primary goal.
Not All Platforms Are Created Equal
There are many factors to consider when selecting an appropriate platform. Do your research and select an option that is compatible with your audience, content, and format.
Elements to keep in mind:
Ease of use & UX
Platform features
Customization options
Pricing
Scalability
User reviews
Promote Your Event
“If you build it, they will come.” Said no event planner ever.
Boost event attendance and engagement by developing an integrated marketing strategy. Tactics might include a dedicated landing page or microsite, email marketing, blog posts, social media, digital advertising, etc.
Practice Makes Perfect
Protect the consumer experience and your brand at all cost. Test, practice, and test again!
Host a dry run with speakers, check video cameras and lighting, click on links, experiment with platform functionality, test the Internet connection, confirm security procedures and, worst-case scenario, have a plan B. The extra time and effort to perform these fail-safe measures is worth it.
Encourage Engagement
By nature of the format, it can be harder not only to get but also keep an audiences’ attention during a virtual event. As a part of your planning, consider thoughtful ways to engage and interact with attendees.
Engagement tools:
Mixed media – speaker, slides, and video
Q&A and live chat
Breakout sessions
Live polls
Surveys
Gamification
Contests & giveaways
Social media integration
Keep the Conversation Going
Continue to show your value and increase attendee satisfaction by following up after the event. Post-event communications are a great opportunity to ask for feedback via a survey, share the event recording and presentation materials, invite them to your next event, and reinforce your call to action.
Ready to “take the stage”?
