Due to the COVID-19 pandemic, many changes have occurred in the event marketing industry.

Social distancing is the concept that brands can’t rely on people to market and sell their products. Companies began to move to work from home as countries around the globe imposed different forms of quarantine.

Although these changes will have an impact on many businesses, they don’t need to be a burden. Instead, you can capitalize on new opportunities. Participants and others who were not able to attend the event will get more value by sharing and personalizing content. Advanced lead capture systems are also possible to help identify top prospects.

Virtual events have different metrics that measure success than in-person events. Many businesses will find that virtual event marketing is cost-effective and has a wider reach. It’s important to adapt to the changing online marketing landscape and use the most recent technology.

Switching from physical events to virtual ones presents challenges

The advantage of physical events is that they generate buzz and energy that is hard to duplicate online. Face-to-face meetings with potential customers can make a lasting impression if you have the right people.

Tradeshows and conferences are a great way to find new customers. These events bring together people with similar interests and purchasing preferences. Typically, attendees have the financial resources and the motivation to purchase. Physical events are used by companies to promote new products, innovations, and great deals.

Events can create memorable experiences for customers who first interact with your brand.

How can virtual events generate the same excitement and potential for marketing? How can you maintain the same level of focus in an online environment with so many distractions?

Tips for creating a virtual event

The Virtual Event Platform allows you to create personalized virtual marketing events. Instead of being forced to attend the whole event, attendees can select the sessions they are interested in. Customers are more likely to register if they have instant access to the content that interests them.

Platforms that offer new features such as “chat roulette” and a swipe feature, like Tinder, are worth looking into. These features allow attendees to network which is one of many key strengths of in-person events.

High-quality content can make virtual experiences more successful. Make sure to create pillar posts and resources that attendees can use in their daily business operations. Your content should get them excited so that they will be more open to your marketing. It is important to create viral stories that people want to share.

Online events have a higher return on investment

Virtual events don’t require logistics, merchandise, or venue hire. You can save money by producing better content. This allows you to draw attention to virtual events, and increase brand awareness.

Virtual events allow busy keynote speakers to host wherever they may be in the world. You can increase the quality and engagement of your keynote speakers. The event will generate excitement and increase registrations.

Participants don’t have to travel and be away from their families. This is a significant benefit because virtual events can be easily incorporated into a busy schedule.

How to market virtual events

Virtual events are just like in-person events. To build hype, you must actively market them. Clear messaging and relevant information will help you inform the right people so they can take advantage of all the resources you have made available.

It is crucial to secure event registrations early. Don’t wait until the last minute to start marketing. Marketing before an event can take the form of video hype reels and powerful landing pages.

This Apple WWDC event landing page shows pre-event marketing in action. Before the event, attendees are encouraged to download an application. This allows for interactivity and provides a platform for communication to market during and after the event wraps.

Capture more data to improve decision making

You can harvest useful data using tools like online registration and feedback forms. You can, for example, see exactly where people are withdrawing from the registration process. This data can be used to identify areas for improvement and make future events more successful.

Online events can also be used to reach niche audiences with a high response rate. Selling products and services to people who already care about what you have to offer is easier.

Examples of successful virtual events

NVIDIA’s GPU Technology Conference It was remarkable how quickly NVIDIA moved to virtual events. To answer any questions arising from the pandemic, they created an FAQ section. A pre-event app was created that allowed people to connect and build a list of common interests.

Microsoft Build Live Another example of doing it right is this digital event. The content was complex and presented clearly over the 48 hours. The speakers who took part in the event had practiced beforehand to make sure everything went smoothly. You can see highlights of the event in the video after-event.

Think Digital Experience: This virtual event was originally planned to be held in San Francisco, California in 2020. A FAQ section was used, similar to NVIDIA. It provided answers and clarifications to help attendees understand the situation. The event sessions were recorded so that people could go back to rewatch any of the live broadcasts. Subtitles in multiple languages were also available which made it possible for more people to view the event from all over the globe.

Future examples

Apple’s WWDC20 This annual Apple WWDC conference is the largest in the tech industry. To provide the necessary information, a pre-event app was created. It is expected to attract large crowds and be completely free.

Cisco Live 2020 Cisco Live 2020 has 7,000 sessions and 10,000 hours worth of content. This event is more than any other virtual event. Attendees could browse the agenda before the event, so they could easily identify what was of interest. Additionally, attendees could easily add events to their calendars using the app.

Spark Festival: Interactive virtual experiences are a great way to engage customers and Spark Festival aims to capitalize on this opportunity. It is the biggest annual event for start-ups in Australia. Live chat will allow you to interact with the crowd via sideshows or live streams. Are you sure your idea will be popular with Spark Festival attendees? Check it out, then meet the virtual crowd.

Are you looking for help in hosting a digital event or promoting your brand? The Walk can help you with every aspect of hosting a digital event. This includes setting up a networking platform and app development.