The COVID-19 pandemic has definitely changed the lives of everyone. It has also reshaped how companies conduct their processes, especially with marketing. Events are one of the significant aspects of business that have been significantly altered, from deciding whether the gathering will be virtual or in-person to additional costs, especially when purchasing and distributing safety tools.
Nonetheless, businesses can’t afford to forgo hosting events altogether because it’s an effective way of acquiring leads and increasing their customer base. Product launches and other marketing events can ramp up the hype surrounding your brand and merchandise.
If you’re planning to organize an event, the first thing you should do is to determine whether you should host an in-person gathering or a live event. It’s best to opt for digital conferences to limit the spread of the virus.
Here are some tips to help you plan for a virtual event:
1. Send Chic E-Invites
E-invites are a must for virtual events. It’s the fastest, simplest way to notify attendees and invite them to your event. The ability to send e-invites quickly and easily means that you can capture the attention of your target audience and remind them of the date. It’s also cost-effective since you don’t have to spend on paper and ink. Another additional expense for physical invites is the mailing fee, which you can forgo when you send invitations via email.
There’s a lot of competition these days, so you should make sure that your proposal stands out from the sea of marketing emails that your target audience receives daily. If you’re using online invitation software, you might want to look for additional features as well, such as RSVP tracking from greenvelope.com. This way, you can monitor the responses of your attendees.
2. Consider The Ticket Price
Virtual attendees differ from in-person guests in terms of their willingness to pay for tickets. Customers who fall in the former group may question the need for payment since overhead costs would be minimal on the company’s end. Nonetheless, you’re free to name an admission fee. Just make sure that you can convey the value that your event can offer to attendees and justify the accompanying price tag.
Moreover, you must be aware that keeping ticket prices low can still generate enough return on investment (ROI) since a digital event can take on a larger scale than in-person meetings. You must make sure to find the middle ground between the amount that people are willing to pay and the financial viability of the event. Some options you have include implementing a tiered pricing structure or flexible cancellation policies.
3. Form The Right Team
One of the first steps to take in designing your virtual event is to determine what type of environment you need to create. If you’re going to use a video streaming application, you need to think about how you want to organize your event from beginning to end, including the technical side.
You must choose who you’re going to ask to help you with your project. A team of developers can come up with the programming requirements that are best for your audience. You’ll also need to hire an event coordinator who should have experience in planning virtual events. Organizing digital conferences entails more proficiency in technology, so that’s one criterion that you should look for in a potential coordinator. Other professionals that you may need include an event technologist, technical producer, and a virtual MC or moderator.
These professionals will be able to plan out all of the necessary steps so that you can focus on other elements of the event. It’s always a good idea to have a team of people that can help you so that you can focus on other aspects and not spend time monitoring the production.
Some factors you should consider when looking for virtual events specialists include:
- Experience – You must find people who have experience organizing digital conferences, especially if it’s your first time to host one. This way, you can leave the technical preparation to these professionals and focus on cultivating your brand’s relationship with participants.
- Technical Expertise – Again, these roles require an advanced level of proficiency with digital tools. Your team and, in turn, your event won’t be successful if, for instance, the former’s technical knowledge is limited to a single live streaming platform.
- Legal Know-How – Even if you’re going virtual, there are still legal matters that you should consider. These include potential privacy and copyright issues. In your team, there should be someone who’s in charge of setting the legal files in order.
4. Prioritize Virtual Engagement
As mentioned above, there’s intense competition among businesses nowadays, especially since the current pandemic has forced many companies to turn to virtual events for their product launches and other conferences. With this, not only do you have to make sure that your target audience attends the event, but you must also ensure that they’re getting the most out of it.
For instance, if you’re hosting a live product launch, you don’t want people to click on the link but leave just a few seconds after they joined. You want them to stay until the end because the chances of conversion increase when they’re exposed to your marketing strategies longer.
One simple way to avoid this scenario is to ask some trivia questions at random intervals and offer a prize for the first person who gets the right answer. Another approach is to include a big reveal near the end of your event. Make sure that it’s something that they won’t want to miss out on.
5. Create Lead Capture Forms
You should make a lead capture form that your participants must fill out for the event. This process hits two birds with one stone. It completes their registration to ensure their ‘seat’ for the digital conference. It also provides you with their contact information so that you can send updates on your products and services. Of course, you have to make sure that they consent to receive newsletters from your brand.
The COVID-19 situation has altered how businesses interact with their target audience. It’s become ideal now for companies to host virtual events as they do their part in limiting the spread of the virus. Follow these tips to make your digital conference a success.