The global pandemic has thrust virtual events into the spotlight. As much as we love the face-to-face interaction of in-person events, today’s planners need to get on board with the digital versions or risk being left behind.
What Exactly Is a Virtual Event?
It’s more than just live streaming. Virtual events are any occasion at which an attendee can join and participate from anywhere in the world via the Internet. The event could be a pre-recorded lecture or panel discussion. It could also be a live video-streamed lecture or fireside chat. It could be a webinar or a completely online conference that includes interaction in breakout rooms, on message boards, and on social media. Each type of virtual event has tremendous merit and should be included in your event planning skills toolbox. The possibilities depend on your budget, goals, and the audience for which you are planning an event.
Steps to Planning
Your goals for a virtual event could be very similar to goals for an in-person event. It could be driving sales or generating leads. You could hold a virtual event for educational or informational purposes. Maybe you are launching a new product. Networking or job training are also customary goals. Whatever your goals are for your event, keep them in mind when planning your virtual strategy.
So, how do you pull this off? First and foremost, identify your target audience. Who are they? Where are they? How will they view your event? What will they find valuable in a virtual event? Create a marketing persona for this new prospective attendee so you can make good planning decisions.
Next, build your virtual event agenda. Choose elements that are visual and interactive. It could be one lecture or panel discussion or a whole day of presentations. Choose topics that will resonate with your target audience. Find speakers, experts, or performers who are charismatic and personable. Preview all of their materials to ensure that they will exhibit well online. Your presenters should also be comfortable interacting with audiences virtually. Add interactive elements for guests such as message boards, surveys, polls, and Q & A sessions to the agenda.
Do Your Tech Research
Take some time to research the equipment and digital platform you will use for your virtual event. It’s imperative to avoid technical glitches on event day. If budget is tight, you could use your own smartphone, a closed Facebook account, and a powerful Wi-Fi connection to hold a simple Facebook Live event. If you do end up using a free service, make sure that the service will allow you to register guests online or that can be linked to a ticketing platform with an API. With a larger budget, there are paid services or standalone platforms such as the ever-present Zoom. These platforms can provide the tools you need for a very professional virtual event complete with optional interactive chats for Q&A, shared presentation screens, breakout rooms, an exhibit area, advertising for sponsors, or live polling. Make sure to record all live virtual events for use later as lead generation tools. You may also need to hire additional staff or use a consultant to help you work through any specialized digital needs.
Free or No?
Speaking of tickets, some virtual events are free and some are not. If you need to generate income or pay for your expenses, it is completely acceptable to charge a ticket fee. Just make sure that you are offering value for that price. Use a reputable and secure ticketing platform to promote your event and sell tickets while collecting valuable guest information.
What kind of value-add can you offer for your virtual event? Create special content such as e-books or white papers that virtual attendees can download. Schedule special online gatherings such as private Q&A sessions with speakers. Upload transcripts or speaker notes after it is over for attendees to access. Once you’ve designed your virtual event and its benefits, set a price that covers your costs but is still affordable for your intended audience.
Don’t Forget to Spread the Word
Now you are ready to promote your virtual event to your target audience. Create an engaging event website with prominent “Register Now” calls-to-actions. Create interesting social media, SEM, retargeting campaigns, email campaigns, and other digital ads that drive prospective attendees to the site to be inspired to purchase a ticket. Highlight the virtual accessibility of your event so that attendees understand the benefit of experiencing your event in the comfort of their own location. Add mentions of the value-add features you’ve created to drive the benefit of attending point home and create conversion.
With a little event planning skill and the right digital platform, an interactive virtual event experience can be just as engaging as an in-person event. When you offer an alternative distraction during these difficult times, you’ll set your brand apart from the crowd and build loyalty. That is a win-win!
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