The evolution of events in a Covid-19 world
The evolution of events in a Covid-19 world
APRIL 20, 2020
Photo: Visuals for Unsplash
According to MarketWatch, Zoom has seen daily users more than quadruple during the coronavirus pandemic proving that while physical events are on hold for the moment, digital events are soaring.
It’s not just conference calls and virtual meetings that are taking place, there has been a rise in seminars, paid workshops - and of course pure socialising, family gatherings and quizzes. The now viral app Houseparty is thought to have seen a 500% download growth between w/c 2 March and 9 March 2020, its stated by BusinessofApps. More than ever, people want to stay connected - to retain clients, nurture business relationships and stay in touch with friends and family.
The events industry is reacting quickly to this new world while physical events are paused, with brands reaching out to their audiences by offering livestream events and live virtual concerts to keep connected while RL events are postponed.
Which brands will be heard above the noise?
Now is the time for brands to get creative to be heard above the noise as the virtual world becomes saturated with invites to digital conferences and workshops. Customers’ inboxes are being flooded on the daily with invites to Zoom calls, Houseparty sessions and alike - so in a rapidly growing landscape of competition how can brands elevate their digital offerings? Well, we all like a numbered list don’t we, so here are three ideas we have for you to entice customers to your digital event and not your competitors.
Offer value, not shameless promotion
Yes, while it is imperative to move quickly in the digital events world currently - treat your digital events as you would your physical. Just because the monetary costs are much lower, this shouldn’t equate to the value you offer your guests declining also. If anything, this is an opportunity to offer your attendees more value.
If you would previously spend £££ delivering an event, and now only need spend £ - give the difference in spend to your attendees. Spend more on expert keynote speakers, on well-designed presentations (we highly recommend Buzzbar for their creative services, get 45 minutes free on us here!) - don’t just spam your audience with an invite to a Zoom session hosted by an inexperienced speaker with poor lighting, audio quality and a unmade bed for a backdrop.
This is even more important if you are charging admission for your digital event - really think about what it is you want attendees to feel after the event and what you want them to take away with them. Here are some ideas:
~ Are you promoting a new product?
How can you give them a taste? A demo would be more suitable than death by PowerPoint. Why not use this audience as an opportunity for a live forum or focus group? Ask them what they would like to see, what are their pain points?
~ Positioning yourself as a thought leader in the industry?
Invite additional speakers to join in, break up the session with fun facts, key statistics - use any presentation as a prompt not a crutch.
~ Want to build connections with your audience?
Don’t be afraid of a Q&A - make sure you have a colleague on hand to filter the comments and reply to every message and send you a selection of questions to answer. There’s nothing worse than watching a Zoom host squint at a screen to search through all the comments for a question.
Plan and rehearse
Nothing kills the mood more faster than watching your digital host flicker on and off camera or desperately try and figure out why they’re muted. Pick a platform you are most comfortable, and then test it - thoroughly. Do a rehearsal of the event with your colleagues to make sure any issues you encounter can be ironed out in advance. Like any event or performance, spend time doing your tech checks before the event, and log on early.
Get CREATIVE
Building on our first point, it’s important that you don’t just use this opportunity to shamelessly flog your products to your audience. Remember, that while many are using digital events to stay connected and for escapism - this doesn’t mean you should take advantage of your audience’s vulnerable and isolated state for your company’s gain.
This is about building relationships. Here are some questions to ask yourself:
~ Is my audience being bombarded with digital events throughout their working day?
When will they want to hear from you? Why should they spend 30 minutes of their working day listening to you? If you’re a clothing brand, think about inviting your audience to a Sunday brunch and invite a personal stylist to deliver practical tips and advice on online shopping during quarantine - or give your audience a real-time fashion show and kitchen catwalk. Or if you’re a corporate company looking to stay connected with your employees, invite them to an afternoon Comedy Club (we have witty Comedians available should this particular idea peak your interest) - now is the time to keep our spirits up.
~ Are digital presentations getting stale and boring?
Ditch the presentation! Go full-on Love Actually and use hand held cards - or use props - or a completely different medium altogether. If you’re aim is to position your brand as a caring company looking to simply offer your audience a fun escape for 30 minutes with a quiz, then go above-and-beyond - have an Impersonator or Lookalike be Quiz Master! Perhaps you’ve started a Film Review Club? Invite our Daniel Craig as James Bond impersonator to weigh in. You could have one of our Lookalikes hide in the conference call and pop up when you least expect it, or have them be the star of the show and host the call.
~ How can digital hosts best capture the attention of viewers?
Don’t copy everyone else - just because the majority of digital events and conferences follow a certain format doesn’t mean you have to - be original and take time to think about how you can tailor your event specifically to your audience and content.
~ How can you measure value post-event? What do you want to achieve from your event?
For any physical event, there would be a list of deliverables to justify spending budget - don’t treat your digital events and differently. Be clear on what you want to achieve with your event in advance and let that guide your content.
~ How can I best support my colleagues and customers in this climate?
There are plenty of great resources being shared by brands currently to help you with your comms and messaging during these uncertain times, here is a great paper released by Opinium on how to avoid tactless, disingenuous marketing comms during Covid-19. But most of all, share kind messages with your friends and colleagues and stay home, stay safe.
We hope you found this article to be useful and that it’s given you some ideas for how to make sure your digital event doesn’t get lost in your audience’s inbox. If you’d like more help, feel free to call us for a free Creative Consultation, we’d be happy to help.
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