Elevator As we’ve been navigating this increasingly digital world for the past months, many brands and businesses have had to rethink their experiential marketing campaigns. If you’re like me, you love being able to gather in a room full of people to learn, connect and really, use my senses. I love the thought that goes into choosing venues, decor and the overall aesthetic. For media and content creators, events are also an opportunity to connect with like-minded individuals, while simultaneously familiarizing themselves with the brand.
Unfortunately, COVID-19 has taken away the feeling of togetherness that’s associated with in-person events. However, as they say, the show must go on. If you’re looking to host a digital event, check out these simple tips to ensure it’s done correctly and leaves a lasting impression on your attendees.
BACK TO THE DRAWING BOARD
The first step is simple, yet often overlooked. Determine if your event can easily transition to a digital space. We know sticking to the marketing calendar is important, but in some cases, the event may not be suitable for a digital space, and it might be worth considering to postpone. Or, you may need to restrategize depending on your KPIs and what you’re ultimately trying to achieve from that specific event.
REVISIT THE LIST
The bonus of a digital event may be that your guest list can expand! You’re no longer restricted to building capacity limits, and as a result, you might be able to spread the word to more people. Location may not pose an issue anymore either. Oftentimes it’s difficult to ask media or content creators to travel to events that are a bit of a trek, but the beauty of digital is that it welcomes all. This often results in higher attendance rates, as people can easily attend from the comfort of their own home, without having to sign-off for too long.
CHOOSE THE BEST PLATFORM
In this day and age, we have a few options when it comes to digital platforms. Platforms like Zoom have become extremely popular over the past 6 months; however, there are more options out there. When deciding which platform is best, think of the goals you are trying to achieve. Do I want my guests to see each other? Will they be interacting via chat? How long will the event be? Is it interactive? Is there an offline component that the attendees can do independently? Although it goes without saying, it’s always important to ensure your internet connectivity or battery life is strong. Unfortunately, with relying so much on digital – we aren’t in control of if (or when) it fails us! The best thing we can do is prepare. Pro tip: it’s
always a good idea to have an interactive component to keep your audience engaged, which will also allow you to report on engagement as one of your metrics.
GET CREATIVE
While many other brands are trying to do the same thing, it poses a lot of pressure to be different. How can your event stand out from the rest? Events leave impressions on attendees, and it’s the little details that make your brand stand out. Maybe it’s the personal customization details, a physical component, a well-known partner host, a prize, etc. The opportunities are endless. Interested in chatting further? The team at ELEVATOR Communications are experts in messaging (no matter the channel) and can help elevate your event to the next level!