A VIEW INTO VIRTUAL VALUE: MAKE THE MOST OF YOUR NEXT EVENT
Goldilocks was wrong when it comes to event length
If your event is longer than a half day, include plenty of breaks and experiment with “fun segments” that aren’t related to the educational content. Examples include having a live DJ play during breaks, trivia, a virtual escape room or cooking demo. Schedule these segments in the middle of the afternoon before your final sessions. This will keep your audience engaged and clear-minded for the final sessions. Create your program so that attendees get to choose their path. Besides offering the standard general sessions and multiple tracks, carve out a 90-minute chunk of time where they can either visit exhibitors, participate in round table discussions, watch pre-recorded sessions or take a break. They choose their own adventure."
Email and digital marketing drive attendance
Promote! Promote! Promote! If your attendees only get one event reminder a week before it starts, you'll probably have a disappointing turnout. A thoughtful cadence of promotion across all your appropriate channels is your opportunity to tease - as well as set expectations - for the event. And don’t be shy to promote even as late as the day of the event. I’ve seen a significant number of last-minute attendees and registrants with this strategy, and I’ve personally registered the same day for webinars. The point is, meet your audience where they are in the moment. It's easy for even those day-old invites to get lost in the mix."
Determine what needs to be live
These days, pre-recorded content yields higher quality while broadcasting in real time comes with higher risk. But going live enables two things: context and authenticity - and each can be integral to an event's success. With the speed of today’s news cycle, it can be critical to address things that arise in the period between filming and showtime. And with heightened consumer demand for interactivity, a real back-and-forth between audience and speakers can be a game changer."
Get the tech right
Technology can certainly be a challenge for both your attendees and speakers. Consider an introduction video for attendees when they enter the virtual platform that explains how to use the application. Communicate early and often providing guidance on the platform before the event takes place. Even if speakers are recording their presentation, have tech checks so they understand how to use the technology. This will result in higher-quality pre-recorded content. Having a production team not only brings your event to another level, it often eases the stress presenters feel because the team handles the responsibilities of recording, controlling slide decks, etc."
Virtual vs. in-person comes down to priorities
There’s no question that registration and attendance numbers are higher with virtual events than in-person, however the no-show rates of attendees is also significantly higher. If your event is educational in nature and you previously had fees associated with attending the live event, you should charge something for the virtual event. This makes the attendee feel like there’s some skin in the game and they’ll be more committed to attending. Create opportunities for attendees to participate in chat rooms and talk with one another. Slack is a great app to include as part of your virtual conference because you can keep conversations going and create like-minded groups that live after the event ends. To keep your audience engaged, your production value has to be greater than a simple WebEx or Zoom meeting. Think about things that create movement within your event – knowing when to focus solely on presenters, slides or both. Subtle changes help keep the attendees focused."