There’s a certain level of commitment to attending a live event.

When someone pays money to register for an annual meeting or tradeshow, they’ve already committed to showing up and taking part in your event. And they’re generally looking forward to discovering a new or familiar place as they interact with their colleagues and peers.

But these are different times, thanks largely to the complexities of COVID-19. What was once live is now virtual. This changes the equation, not only for event organizers and sponsors, but also attendees.

In a webinar study that has some important takeaways for digital events, GoToWebinar finds that virtual marketing events have an attendance rate of just 44 percent. With everything virtual there is to choose from, and everyone working at or near a comfortable couch, how do you make your virtual event stand out as one that must be attended?

DRIVE VIRTUAL ATTENDANCE WITH CONTENT

Here are a few ways it could help your next event:

It can provide an additional funnel. Content can help get people in the door at a time when traditional buzz may be harder to build, which is why it needs to take on a more significant role now. For example, rather than simply sharing ramp-up content on social media a week ahead of the event, consider planning for a more robust build-out months in advance—maybe driven by a vlog, a series of behind-the-scenes newsletters to members, or perhaps even interactive quizzes.

It’s a good way to add context. Often at annual meetings, attendees tend to stumble into breakout sessions based on the title or just to see if they might find a gem—perhaps with the help of a printed conference guide or app. In a virtual context, this sort of self-discovery is a lot tougher to do. Fortunately, content can save the day. A well-considered pre-event strategy can build excitement around your speakers (keynoters and breakout speakers alike) and illustrate your event’s breadth. That can help differentiate your offering from just another glossy webinar.

It can add fresh value to your event. Virtual events pose a clear challenge, since attendees may not give them the same weight as your in-person events. But that’s only the half of it: Sponsors and exhibitors may feel shortchanged without a convention hall to highlight their wares. This is where content can save the day, not only by supplementing the digital event itself—by curating hours of coverage into thoughtful articles and video coverage—but by giving those sponsors and exhibitors effective alternatives to the convention hall. If designed right, a strong content program can offer both attendees and sponsors something very impactful: a leave-behind component (maybe an in-depth curated resource or a piece of swag), that lives on well past the event itself.

MAKE ROOM FOR PRINT, TOO

Considering everything else about most events is already digital, it’s important to think about nondigital content strategies, too. While print content has been less popular than digital content in recent years, ironically, it may be just what the doctor ordered in the current climate—adding much-needed texture to your virtual meeting. There are many directions printed content for a virtual meeting can go.

For example, researchers have found that, in a learning environment, people tend to remember more when they write things down with a paper and pen. This is a clear opportunity to create dedicated notebooks for attendees that you can send to their homes, complete with additional educational resources.

But even before the meeting begins, there are plenty of ways to reach your attendees through print, which offers the personal touch we so desperately crave right now. You can send printed letters or handwritten postcards (perhaps penned by the keynote speaker); create a conference magazine or newsletter; or even offer a “special gift” to attendees pre-event--something political fundraisers are doing a lot these days. It’s a small way to close the gap between a live event and a virtual one.

Physical events give your association the important opportunity to showcase its weight and scale. Virtual events can do the same. They will just require a bit more planning and ingenuity, beyond simply livestreaming presentations, to make it happen. With a carefully crafted content strategy melding both the digital and tangible worlds, you could see success rivaling the good old days of destination meetings.

Source: https://associationsnow.com
Image Credit: Gremlin/Getty Images

As associations continue to host virtual conferences due to COVID-19, many are concerned about the ability to replicate the interaction, networking, engagement, and hallway conversations that are staples of face-to-face events.

During a March 2020 ASAE webcast called “Tips and Tools for Creating and Awesome Virtual Event Experience,” the two presenters said it is definitely possible—you just need to be thoughtful and creative.

Here are five ideas that 360 Live Media Director of Experience Design Beth Surmont, CMP, CAE, and Matchbox Virtual Cofounder and CEO Arianna Rehak shared during that webinar that are still relevant today:

Prepare your speakers. “It is extremely difficult to present to nobody,” Surmont said. “A lot of speakers feed off their audience. So, the first time you present to no one, it is very strange experience and it can throw people off.” That means associations need to talk to their presenters about what to expect—and also what they can do to deliver the best experience to attendees. If they’ll be on video, that includes having a clean background (“think newcasts,” she said), wearing clothing that is not distracting, and having front lighting.

Get your audience ready too. “It’s very important to bring a specific level of intention to your virtual event to help your audience understand how they can have the best experience,” Surmont said. Tell them how to engage. “For example, submit your questions here. Raise your hand this way,” she said.

Surmont suggested thinking of engagement through four dimensions: physical, physiological, intellectual, and emotional. For the physical dimension, for example, consider where people are participating from and offer tips on how they can create the best environment for themselves: “Keep your door closed, or put a sign on your door so you won’t be disturbed,” Surmont said.

Build a virtual environment that’s conducive to conversation. “While pre-recording sessions often gets a bad rap,” Rehak said, doing so allows speakers to engage actively in the conversation that is going on while attendees are watching their session. “The speakers love this by the way,” she said. “They are seeing their content come to life.”

If you do go this route, Rehak recommends having chat animators who “create a positive conversational environment that signals to other that they can join,” she said. “That can be as simple as being the first to say, ‘Hey, really excited to be here and get started.’ That will set the right tone.”

Host virtual roundtable discussions. “If you want attendees to dive into a specific topic, you may want to consider video chat breakout rooms,” Rehak said. “It’s really a way for folks to meaningfully connect with one another.”

To make this happen, have a designated facilitator in each room so the conversation stays focused and gets people talking. If your association is unable to provide multiple facilitators, Rehak suggest supplying each room with a list of guiding questions. “You want to give them a sense of purpose around their interaction together,” she said.

Offer a little bit of fun between sessions. Create moments between sessions that capture people’s attention. For example, you can provide additional content during breaks, such as meditation or a trivia game. Or if you have awards to present, consider playing short videos of the winners. “Really, the world is your oyster in terms of that you can offer attendees during these breaks,” Rehak said.

What ideas have you implemented for introducing engagement and conversation during your virtual events? Please share in the comments.

Source: https://associationsnow.com/
Image Credit: BRO Vector/iStock/Getty Images Plus