MANAGING VIRTUAL EVENTS
by
Stephen Wynkoop
With so much emphasis on virtual conferences and events, and so many different ways to hold events, one thing is clear – the messaging that surrounds a virtual event is as crucial as the content and approach of the event itself. Attendee expectations are rising and they’re expecting more for their investment, be that registration costs, time commitments or both.
Clearly there are key things you’ll want to manage as you build out your virtual events. Here are a few key points to consider in putting together your marketing approach:
- Consider early-bird registration incentives. Give people a reason to register and commit earlier in the cycles leading up to the event. Attendees are used to registering for online events at the last second because they can. They’re used to registering and walking in the virtual door, almost all at once. You can help your planning and event participation by offering drawings, incentives and, if you’re charging for admission, discounts on earlier registrations.
- Be very clear about the content you’re providing. If you’ll be doing largely demonstrations of software to explain usage and to drive sales, be clear about that. If you’re doing continuing education-type sessions, make sure your attendees understand this. Clearly indicate on your session listing what sessions are about and what attendees can expect. Transparency will be key to attendees feeling good about both what they’re signing up for and what they’re attending during the event.
- Take care of your sponsors. More than just helping them have a virtual booth, make sure you work with sponsors to find out if they want to give away a prize, have a drawing or other promotion or are interested more in branding and awareness. In most virtual event tools, there are ways to promote your sponsors. You’ll want to determine the best way to promote your exhibitors and sponsors so they get the most benefit from the event possible. From leads to demonstrations to simply talking with attendees, the benefits can run the full range of opportunities for exhibitors and sponsors. Do all you can to help them connect with attendees.
- Take care of your attendees. Before, during and after the event, make sure you check with attendees to make sure they’re getting what they need from the event. If they are looking for demonstrations and information, steer them in the direction of the sessions or demonstrations that most pertain to their needs. If they’re looking to understand the industry or other general information, consider having more generalized information (perhaps FAQs or best practices information for the industry) available for them. Make sure you have support staff available during the event so attendees can learn how to use the event tools and best apply them to what they need to accomplish. Respect the time they are investing in your event.
- Ask for feedback to evolve your event. Ask for feedback so you can learn what works, what doesn't and what needs tweaking. Ask everyone involved, from exhibitors to attendees to your own team. See what options you have for adding new features or capabilities or removing things that are not used by attendees and sponsors. Keep listening as you move forward.
It’s really all about providing people, be they attendees or sponsors or your own team, with an excellent experience. Ask lots of questions before, during and after your event to learn all you can and continue to enhance the event and you’ll be well on your way to having great virtual events.
Virtual events offer both leverage for you and your message and an excellent experience for your attendees and sponsors when
done right. Contact us for more information or for a private tour.
