SHIFT FROM PHYSICAL TO VIRTUAL EVENTS TO MAXIMIZE RETURNS DURING THIS COVID-19
SHIFT
FROM PHYSICAL TO VIRTUAL EVENTS TO MAXIMIZE RETURNS DURING THIS COVID-19
INTRODUCTION
The
global pandemic due to Covid-19 has negatively affected the world economy.
Businesses worldwide have experienced a paradigm shift. Those who have realized
the need to change are adapting to the new reality by going digital. Shifting
their business to a virtual platform, internally their employees are working
from home, collaborating with other colleagues, and attending meetings online.
Similarly, on the external front, they have to cater to their customers online.
The value of face to face meetings, interaction with customers or clients
cannot be denied by in this uncertain business environment, it is a necessity
to go digital and conduct seminars and events on a digital platform. But, how
to create such events, what will be the benefits, what measures can be taken to
efficiently execute these events, and maximize returns?
VIRTUAL EVENTS THAT GENERATE LEADS
AN EFFICIENT VIRTUAL EVENT - PLANNING & PRODUCTION
Just like an actual physical event, the flaws
of a virtual event will appear only when the event is executed. But to plan the
event effectively there are few key points, which should be kept in mind and
they are as follows:
Nature of content: Once the need is
identified, decide the nature of the content. Will it be live, on-demand, or
mix of both?
Guide
for the attendees:
Prepare a guide for attendees, explain the procedure to join the event, provide
timings, and add a payment method if required.
Contingency
plan: Have a
contingency plan, for example, what will happen if there is a connectivity
problem during an event? Or power cut? Prepare for such mishaps in advance.
Length
of Session: You cannot
capture your audience's attention and keep them seated for more than two hours
in a real event, the same goes for a virtual event. So make sure you have a
concrete timeline and it is followed during the event.
Material: Decide in advance, if attendees will require
any material to attend the event.
Engagement
plan: You would be
wrong If you think that virtual events are one-way communication. Plan in
advance how you will allow your customers to engage with you. For example, Q/A
sessions, Virtual events just like a normal event can also have a live Q/A
session.
Social media these days can be another platform for you to engage your customers. Therefore, not only during the event, you can offer your attendees to post their queries with a particular hashtag or their pictures to promote your product on their social media accounts after the virtual event is concluded. This will give you marketing leverage.
KPIs / goals to be achieved: Identify the KPIs and define your methodology in advance. For example, if your goal is to collect demographic information, it can be fulfilled at the registration stage. Same data can also be used to generate leads, identify more potential clients and build customer CRM. Ensure you have chat sessions with customers who show signs of interest. Your platform, for delivery of virtual event must be capable of storing customer data. Pass those contact details to your sales team and analyze the conversion rate.
VIRTUAL CONFERENCES / EVENT - METHOD & TIPS
Virtual events or conferences are easy and
less costly to arrange. But pay special attention to the following:
Identification
of audience: Before
devising any strategy to sell or promote a product one must identify the right
audience for it, the same goes for a virtual event.
Determine
speaker: The Speaker of
the event must be able to grab the audience's attention and deliver the desired
information to achieve the goal within a limited time.
Selection
of Platform or technology:
Make sure you have selected the user-friendly platform and technology to
deliver the virtual event. Start exploring virtual event management systems,
which will allow you to store and record the details for future use.
Promotion
& Branding: Once the
basics are done, it's time to promote the event. The event can be promoted
through your website, social media accounts, and email marketing. Include your
speakers and sponsors as well.
Launch: Once the above steps are completed and you
have mastered the technology which will be used to deliver. It’s time to launch
your virtual event.
ACHIEVING VIRTUAL EVENT SUCCESS150 (VIRTUAL EVENT IDEAS THAT PRODUCE RESULTS)
The success of the virtual event depends on
its alignment with the business goal. Due to Covid-19 businesses have realized
the need to shift on digital platforms. But success indicators such as cost
comparison, revenue and brand equity, etc. should also show a positive outlook.
Compare to an actual event, the cost of a virtual event will be low because
traveling expenses and other branding costs will be cut down. For branding,
only expenses will be made on digital platforms. There will be no expense to rent
out a huge space or tackle parking issues. Apart from the cost-benefit, the
KPIs must be achieved, as mentioned above the KPIs should be defined and
analyzed after the event.
POST EVENT AND OTHER ACTIVITIES
After the event is concluded, use the data to establish
contact via email, your content is fresh in their mind and there is a higher
chance of them purchasing your product. Also, don't ignore the non-buyers,
follow-up with them. Identify their problem, solve them, and sell your product.
Prepare reports about the happening of the
event, cost benefit analysis, customer reach, contact details, customer
engagement & response, and their on-screen time. Don’t miss out on these
valuable real-time features of virtual event.
Apart from the pre and post-event activities,
start promoting your business by posting two or three free solutions to your
customer's problems. Let them know how skillful you are, customers like free
stuff, this will grab their attention.
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