By Michael LaRocco Creative Director of Marketing & Online Media, ON24 Michael.LaRocco@ON24.com
Virtual Events: Aligning Environment, Content, Audience and Technologies for Superior Branding Impact
Virtual events and webcasting are great marketing and communication tools for your business. They complement other corporate communications efforts and maximize ROI by providing cost-‐effective and targeted solutions. They are a strategically powerful addition to a brand’s media mix. Branding within a Virtual Environment Virtual events offer far greater branding opportunities than do most in-‐person events. When done right, they create a richer experience for attendees—and that results in superior branding impact. Customizing the Virtual Event Environment to Align with Target Audience An enterprise can drive strong results by aligning with its core audience needs and demands. One of the keys to your virtual event success is creating unique, contextual virtual environments for each virtual event, where content, online experience and design come together to meet specific information and branding needs. Virtual event platform providers offer creative support and can develop customized virtual environments to maximize corporate branding. Making Your Brand Memorable…Virtually Marketers often think that virtual event branding is slapping on a logo and calling it a day. But that’s only 5% of what makes branding a virtual event successful. A virtual event is a reflection of your brand. No one will remember your brand if your virtual event isn’t compelling. Users will simply tune in and drop out. It’s important to remember it’s what people don’t expect to encounter in a virtual event that they remember later on. Users come to virtual events to have an experience unlike any other. They come to make a connection. To give your brand the focus it deserves your virtual event should have a creative look and feel that compels the user to want to learn more. A virtual event should not look or feel like every other standard marketing tool. Playing it safe isn’t going to get anyone’s attention in the virtual world – so when you dream virtually, dream big. That’s how people will remember your brand.
Content Is King But once you have the audience’s attention, how do you keep attendees focused on your brand? If you want to give your brand the spotlight it deserves in a virtual event, you have to have compelling content that holds people’s attention and speaks to them. Make your content fun, interactive and interesting, and don’t play by the rules. A little Hollywood aesthetic will go a long way. And remember—as you reinforce your messaging through your content you are reinforcing your brand. Additional Branding in Event Marketing Efforts Virtual event branding really begins before the actual event. Marketing efforts for your virtual events should reinforce branding; these opportunities include: • • • • •
Event landing pages Promotional email blasts Registration pages Banner ads and posts on partner and sponsor websites and blogs Status updates on popular social media sites
Why Virtual Events? Virtual events create a far richer experience for attendees. This means that a virtual event is also a full branding experience. Every aspect of a virtual event can reflect corporate branding, from email invitations to the live virtual event and then to the on-‐demand event. Your corporate identity thus becomes THE driving force behind the event.