The world has hopped aboard the virtual bandwagon and events are no exception. Until recently very few companies had experience of hosting and managing virtual events, and with that comes the familiar fear of the unknown.
So, you’ve decided to organize a virtual event and are all set to get going.
It may seem obvious but one of the first questions we hope everyone asks of themselves in this situation is – why am I organizing this event?
What are you hoping to achieve? Generate revenue? Increase brand awareness? Boost customer engagement?
Is your virtual event strategy aligned with your marketing and business goals?
If your event and business goals are running off on a tangent, it’ll waste your precious capital and content resources.
Here’s some important lessons we’ve picked up on while working on developing event strategies with CXOs and other global business leaders.
- Focus on one specific goal only to have tangible results.
— Do you want to focus on building brand awareness or driving sales revenue?
— If sales, do you want to generate leads or generate pipeline value?
Once you’ve figured everything out, start creating an action plan that will help define the direction you choose. In this way, you can avoid diluting the message you’re trying to communicate to your attendees.
● Segment your audience.
To achieve your specific goals, pinpoint your attendee types to run your events accordingly.
The segmentation could be,
- Audiences that require something but are unable to articulate it very well – called the Top of the Funnel ( TOFU).
- Leads who acknowledge their need for something and are actively searching for a solution (product/service/) or also called the Middle of the Funnel (MOFU).
People who are ready to pay for a solution (product or service) and looking to make their selection – we refer to these as Bottom of the Funnel (BOFU).
By segmenting your audience, you can craft personalized and custom messages that are more likely to achieve your desired results.
● Attendee touchpoints- map ways in which your clients or attendees will interact with your business.
A quick check-list to monitor during the event: how many times will your guests have a brand experience? Try listing them:
- During the opening panel?
- While listening, the CEO talks?
- A surprise product launch you’ve prepared for them?
Once you understand the touchpoints, you can build your event around those moments to reinforce the impact.
● Make your virtual events strategy a part of your overall marketing plan.
Hopefully your event is going to generate you a lot of very valuable leads. Once you have your attendees’ details, stay connected by sharing industry news, meaningful messages and event videos, surveys, or other useful content. By maintaining this relationship, you’ll be able to reap the fruits of your event long after it’s finished.
And that’s a wrap!
Virtual events have become mainstream and are here to stay for the foreseeable future. If you’re looking forward to designing experiences for your audience, to get them to understand your brand’s real value, Buzzantion can make it happen.
Please write to us at firstname.lastname@example.org and spend some time with us over coffee to plan out your strategy and reap the results you’re looking for.