CORE CONSIDERATIONS FOR DRIVING THE NEXT GENERATION OF VIRTUAL EVENTS Adoption of virtual event capabilities has soared during the global pandemic, fueling unprecedented awareness of the technology platforms that make these online public gatherings possible. Along the way, virtual events have emerged as a viable, permanent option in the marketing communications toolbox. Despite all this progress, though, the idea of “virtual events” as a technology category remains in the nascent stage. Solution vendors and event planners alike have much to learn before fully maximizing the potential of virtual events for marketing use. Ongoing technical innovation, coupled with greater corporate understanding of how to best put these technologies to work, will play an essential role in fully realizing the impact that virtual events can have on corporate communications. Event planners should keep the following considerations in mind as they learn how to optimize virtual event solutions and fully capitalize on the ongoing innovation that is expected to drive the market’s evolution over the next several years: •
Remember to Put on a Show: Content is still king. Remote audiences are drawn by high-quality video presentations. Deliver content of value by making the on-screen presentations better and leveraging technologies to drive attendees to the content most relevant to their needs.
•
Embrace Customization in a One-to-Many World: Taken as a whole, virtual event technologies turn a large audience model on its head. While still managing large-scale events, planners must begin to leverage technologies that foster individualized experiences for attendees. Platforms can help tailor individual experiences – from the advertising that attendees see to the people that they meet while at an event. Event planners must put this type of personalization to work.
•
Recognize the Value of Flexibility: When implemented properly, virtual event platforms give individuals more choices than ever before in dictating the quality of their attendance experience. With presentations available online, attendees can choose to watch where ever they are. Likewise, virtual capabilities greatly expand attendee options for interacting with individuals with shared interests, regardless of their location. Fresh venues for engagement can enhance the end-user experience, boost attendance, and generate greater business impact than ever before.
•
Engagement is the Currency of the Realm: Understand that tailored experiences are likely to foster greater engagement, particularly for remote attendees. If people are engaged with an event – with its content, its advertising or in meeting with other attendees – that will enhance the value of an event for all attendees. More engagement translates into more mindshare, which leads to greater impact for sponsors and exhibitors. Venues that do not take steps to incorporate remote and virtual capabilities ultimately will miss out on a key driver of incremental engagement that will make it more difficult for on-site-only events to remain relevant in the years ahead.
12
©2021 Wainhouse Research, LLC
