What You Need to Know About Virtual Events

It's clear, virtual events are here to stay. While they may never replace the IRL events we know and love (or hate… hey we’re not judging), virtual events offer a host of new possibilities that are cost-effective and efficient. Gone are the days of long plane rides and pricey hotels. As 2022 starts in full force, uncertainty about in-person events still linger with the pandemic. Virtual events are still a necessary tool for spreading your message or product.

Know Your Platform Inside and Out

Let's face it, we’ve all sat through a presentation riddled with tech issues. It’s frustrating, embarrassing and deters your attention from what’s happening right in front of you. Seamless technical details are key when the entire event takes place online. 

Not much has changed from the days of in-person events. Before your online event, make sure to run through all technical aspects of the event at least two to three times in advance to prepare. On the virtual side, this means transitions between speakers, polls, and videos. This also means having technical support on hand for issues that do arise. As always, flexibility can make or break an event. With virtual events, it’s necessary to keep all websites and landing pages up to date with the most accurate information.  Attendees are relying on accurate information online such as correct meeting links to access your event.

Keep Your Audience Engaged Online

One of the complications of virtual events is how easily participants can be distracted. PR professionals must meet the new demands of entertainment and interactivity in order to hold attention where in-home distractions and virtual burnout are present. Users are also accustomed to the thrills of in-person events and replicating the engagement online is crucial. Consider sending a virtual event bag to attendees to boost engagement and excitement about the event. These can be sent via email or to the attendee's address. These bags can also include items relevant to sessions at the vent such as conversation starters.

The use of live chat, polls and a Q&A feature can help keep participants engaged in your programming. Built-in features such as these allow participants to feel connected to the event and others there. Consider even adding digital prizes and rewards to add interest! According to Markletic, 49% of marketers said audience engagement was the biggest contributing factor to having a successful virtual event in 2020. 

To add more to the user experience, consider gamification — “the application of game-design elements and game principles in non-game contexts. It can also be defined as a set of activities and processes to solve problems by using or applying the characteristics of game elements.” By creating leaderboards and assigning challenges to complete, participants feel connected to one another, mimicking the closeness of events held in person.

Expand Your Reach Even Further 

Social media has transformed how you can promote your event, especially virtually. By removing travel and physical barriers, the opportunity to meet and create connections through networking is stronger. This also applies to media; journalists are able to “drop-in” to virtual events without transportation issues. A win for you and your clients!

However, some things don’t change whether we're face to face or online. Promoting your event early and often is a must to help drive attendance.

Consider amplifying the vent on your social channels, email marketing and blogs. Include teasers showing speakers, sessions and incentives to help quell fears of virtual event burnout. Of course, solidify the connections that were made with post-event recaps and thank you notes to add to the quality of the event.

As an industry, PR professionals need to stay up to date in the changing landscape of virtual events. While the technology has evolved, the mission and expectations are still the same— deliver exceptional events to enhance your client’s exposure. It's not enough to simply put in-person events online. Instead, virtual events are a new and creative way to bring event experience into the home of attendees. Now go create something memorable!

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