Virtual events are rapidly growing in popularity. Whether it’s for lead or demand generation, global sales training, or for recruiting employees, real-time, interactive, virtual events are returning real value to a growing number of businesses, vendors, and attendees alike.With the growing popularity of virtual events, Internet Evolution asked me to share some dos and don’ts for hosting one.
Just like live events, virtual events will often feature live conference sessions with Q&A, sponsor and exhibitor booths filled with rich media, and live interaction among attendees, booth reps, and presenters. By hosting an event virtually, you can basically replicate what you’d bring to a physical event, while eliminating the stress and costs of hosting that same event on site.
Despite the similarities between virtual and physical events, however, there are certain best practices one must keep in mind before hosting an event in a virtual space. The FactPoint Group, a Silicon Valley research and consulting firm, recently completed a study of 200 virtual events and wrote a research paper entitled “Best Practices in Virtual Events: How to get the most from virtual events” (if you would like a copy of the entire paper, email me at info@unisfair.com). The following includes some tips covered in that paper, as well as best practices Unisfair has picked up along the way:
1) DO create compelling content. “Content” in a live event refers to the speakers and the topics they address. Keynotes, panel sessions, product demonstrations -- all of the usual fare one sees at a physical event -- can be even more easily produced in a virtual environment. But in either case, it is the content that draws audience, and it is important to match the content to your audience.
2) DO promote the virtual event. The only way anyone will appreciate the compelling content you create is if your virtual event is successfully promoted. Success is all about bringing audience to your event, thus making your sponsors and exhibitors happy. In addition to simply using traditional promotional methods (email blasts, banner ads, search engine marketing, and editorial content) you must promote repetitively, and track your methods to see what is working -- and what is not.
3) DO Drive attendees to sponsor and exhibitor booths. Attendance alone, even in the thousands, is not enough. You will want to drive your attendees to sponsor and exhibitor booths to be sure they collect marketing data and interact with sponsors in real time. One way to do this is through sponsor branding. Successful sponsor branding will allow you to redirect your attendees straight from a session to a sponsor’s booth.
4) DON’T underestimate planning. Successful virtual events require proper planning and execution. Leave yourself enough time to pull together the right content (speakers and topics), generate audience (promotion), and to recruit sponsors and partners. While a virtual environment can be created in days, best practices dictate 12 to 16 weeks to pull off a successful event.
5) DON’T stop promoting the event. The beauty of virtual events is they don’t end when the live portion ends. While the live event scheduled for a specific day and time provides live interaction among audience, presenters, and sponsors and provides the marketing focal point necessary to generate interest, the virtual event can live on demand for an extended period of time. Unisfair clients generate an additional 20 to 30 percent of their leads during the on-demand portion of the events, and many companies are now moving towards having their virtual environments open year-round as a lead generator.
Virtual events have become very popular, and it keeps growning. They present some disadvantages, mostly in trying to transmit the idea. In the couple of years we'll see how by use of technology the overall performance of virtual events will increase.
As we move away from the bandwidth limitations, and more companies create more effective software so that the meetings go more smoothly.
1. In the case of B2B , do you think product or service virtual events would perform equally? Lead Generation could be fairly focused for products here perhaps product videos could be built in to the event , but service in an intangible and requires communication and connection before decisions get taken.
2. Is the currently technology rich enough to provide the feel of a real event. Interactivity and excitement can hog up bandwidth. What are the current constraints and how do you see the outlook in 2008.
3. While current webinars work on fairly limited infrastructure, virtual events seem like they require more infra. Hopefully its not like Second Life which tends to be an average experience on most mid range corporate PC's and busy networks. What are your thoughts on the infrastructure required.
4. You mentioned promoting twice and one understands why. In your view do you see permanent independent properties being developed or events such as Cebit moving online for IT and perhaps other industry associations creating virtual event properties.
Couple of months ago I attended regularly web events of a wireless manufacturer promoting wi-mix on developing countries. They where well organized and promoted, however they lack on complementing the seminar with their products, products specs and product demos. I had a hard time getting all that info from their website since besides the products they quoted on the event, they offered many others as well. I think if they had sent us a marketing package after the event and do a follow up they could have had much more acceptance allong all of us who showed up on the event.
Many thanks for your post. It seems there is wide spread acceptance by corporate business to utilize the tools you've developed to hold virtual trade shows. One person though who does not see a future for your start-up is Paul Glazowski.
Do you think also that hosting a a virtual corporate event can replicate real corporate events:
Thanks for the great pointers Guy. I am expecting to do a few virtual programs soon, and while I did think of some of these tips already, you named a couple that didn't even cross my mind.
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