A 2018 statistic claimed that 87 percent of c-suite executives believed in the power of live events and planned on investing in them more in the future. Then the COVID-19 pandemic hit and changed the way businesses and their target audiences engage. While event marketing looks different in 2020 (and perhaps into the future), it doesn’t mean it is any less powerful. If anything, buyers and sellers are looking for more effective and efficient ways to connect. For organizations whose lifeblood is event marketing, consider some of these alternative methods in our new normal environment.
Tools For Virtual Events
There are many choices when it comes to technology for virtual events including conferencing and livestreaming software as well as other communication tools. Which format(s) you choose will depend on your audience attendance, event structure, collaborative goals and shared materials. Here are some options to consider.
Livestreaming Software
Livestreaming is a great choice for events because it allows for a large number of users to attend all at once in real time. While the technology doesn’t support verbal conversation among all users, chat options allow viewers to comment, ask questions and network with each other. Use livestreaming for panels, demonstrations or product releases. Examples of livestreaming software include:
Video Conferencing
You’ve likely been using some kind of audio or video conferencing software since the onset of the pandemic. Most of us are growing accustomed to seeing our colleagues, prospects and clients in a boxed “Brady Bunch” formation. Video conferencing software is useful for events, especially when breaking up into smaller groups and workshops. The technology offers supportive chat and screensharing options and other functions such as polls and breakout rooms that allow for tight collaboration. Different platforms have different tools or allow users to attend via different devices or accounts. Consider platforms such as:
Other Communication Tools
The greatest appeal for your events will be through live interaction, but any in-person event is often supported by handouts, slides, swag and other moments of connection with peers. Successful virtual events provide these digitally. Consider communication and collaboration tools that allow for the sharing of materials and conversation. Examples include:
- Slack: a team messaging and chat tool with social media and other platform integration
- GroupMe: mobile-messaging app for team collaboration that works on multiple devices
- Dropbox: for sharing documents and other materials an in easily organized Cloud platform
- Google Drive: a sharable drive that also integrates Google’s suite of software such as Google Docs, Slides and Photos; allows for collaborative editing, comments and chat
3 Steps to Make the Most of Virtual Events
Now that you’ve had a chance to consider how and where you’ll host your virtual event, who will attend and what materials you will need, what are the next steps? The usual marketing tactics and outreach apply. Follow these three steps to boost and optimize attendance:
- Create a headquarters website for your virtual event with all the information a user will need to register and attend the event. Include company information, registration information, a detailed schedule, contact information, FAQ and any slides or documents they’ll need in advance. Be sure all materials are brand-aligned for maximum impact.
- Utilize event registration to collect detailed information about your attendees. When you obtain the right information upfront, you can customize communications with your prospects and attendees. You may choose to provide digital materials via email or even send post-event swag materials via mail.
- Communicate details to promote your events through your clients’ and prospects’ preferred channels. We recommend a variety including email, blogs, press releases, your company newsletter, social media posts and networking.
Event Marketing: Flexibility, Adaptability and Resourcefulness
At the onset of Covid-19, events were canceled outright. It felt for a moment, we’d never see such largescale events again. However, companies and other event organizers are quickly pivoting to embrace virtual events. While nothing can replace meeting people face to face, virtual events have actually opened event attendance to a wider spectrum across regions and lifestyles. Though the loss of live events is a blow to many businesses, remember that disruption does not always need to be negative. We miss meeting our clients and prospects in person, however, the current situation has driven innovation that opens our organizations to new opportunities we never thought possible.
