Virtual events have gone from nonexistent to commonplace through wild innovation and mass adoption. While most of us are excited to get back to in-person events, let’s not overlook what we’ve learned from online experiences as we get back onsite!
1. Greater Reach
A huge lesson we’ve learned is that not everyone wants to meet in-person. Time and money are just two reasons some people would prefer to participate from home. Generating online content has taught us that both large in-person and virtual audiences exist and we should continue producing content for both.
2. Inclusivity
Virtual events can engage nearly everyone. The barriers of great distance, unavailable finances, and social acceptance have been minimized. In addition to generating content for both in-person and online audiences, we need to continue using technology that encourages active participation.
3. Flexibility
Time and location are minimal factors for in-person events and aren’t even on the radar for online participation. In fact, time zones don’t even matter anymore. Missed a presentation? Couldn’t decide between two consecutive tracks? No problem! Recording capabilities and rebroadcasting increase accessibility for participants and add recurring revenue potential for organizations that charge for their content.
4. Experiential
There have always been backstage passes or limited-engagement dinners for VIPs, donors, and other recognised guests. Registration platforms allow us to provide curated experiences based on status, cost, interests, and other factors. Delivering the experience that individual participants want is important and easier than ever.
5. More … Short … Engagements
Since online audiences are easily distracted, we’ve learned to engage them more often but for shorter periods of time. If you’re moving thousands of people through a conference facility, 30-minute sessions might not be a great idea, but 3-hour marathons in the ballroom might also be in the rearview forever. Be aware of idle time, break schedules, and social opportunities.
6. Second Screen
Second screen applications for scheduling, directions, and active participation were gaining traction pre-COVID. Expect to include them in events going forward … your attendees certainly will.
Pro Tip: Augmented Reality (AR) and Virtual Reality (VR) were being discussed in 2019. With the rapid development of rendering technology, you’ll see these in use at convention facilities and entertainment venues very soon!
7. Build Anticipation
Many organizations have shifted their approach to mimic commercial advertising. Event promotions (email blasts, social media campaigns, magazine inserts, etc.) will continue to evolve as content becomes more affordable and easier to produce. It’ll be important to tailor messaging for in-person versus online audiences.
8. Easier to Commit … and to Quit
Online events … especially those without cost associated … made testing the waters easier for participants. It was simple to jump into a presentation without committing to a long-term agreement. Of course, without skin in the game, it’s easier to jump right back out. We’ll need to be hyper-aware of value propositions, retention, and terms of involvement for fiscal and social contract reasons in the future.
9. Casual
Isn’t it great that we can show up to a board meeting in sweatpants and no one knows? For some people, yes! (I remember when we had to wear ties if our position was located in front of the curtain) For others, the simple act of physically preparing ourselves leads to mental preparedness too. Get to know your audience, their expectations … and yours.
10. Distractions
There are at least three reasons why I drive to work every day … TV, dogs, and the refrigerator. Events are an opportunity to focus on improving ourselves, our families, and/or our businesses. As in-person events start happening again, we need to implement the same retention strategies that worked online.
11. Quality of Technology and Content
We’ve been directly competing for attention with television for nearly a year now. Even run-of-the-mill organizations have upped their production quality. In-person events will be no different. Whatever you planned in 2019 needs to be turned up. This means visually, acoustically, pre-event promotions, and … most importantly … quality content!
12. Networking
Some platforms have attempted to address networking with peers, colleagues, and presenters, but the reality is that nothing can replace in-person opportunities. Be sure to schedule plenty of time for networking. Plan breakfasts, lunches, dinners, award programs, cocktail parties, sponsorship events … there’s a pent-up demand for interaction!
These are just a few of the learning opportunities we’ve noted. Getting together again will be fantastic, but let’s not forget what made virtual events successful and how the same techniques might be applied in-person.
At Encompass, we have unique backgrounds that situate us perfectly to produce high end and complex offerings. We’ve worked in broadcast television, touring entertainment, live sporting events, and countless convention facilities across the country.
We have technical design experience and a disciplined process in place that allows us to easily scale events and shift from in-person to virtual without angst. There isn’t much that’s beyond our scope and we love the intensity of putting on events!
If you’re a planner working to create an event, seeking help with virtual event technology, or simply want to learn more … we can help! Sign up below to receive our updates (we promise to keep your contact information secure and won’t “overshare”).