Von Lucy Jupp - 21st Juli 2020
In 2019, the majority (97%) of B2B marketers believed that in person-events had a major impact on achieving business outcomes. So, what happens when such a crucial part of the marketing mix is taken away? We adapt. Life, lemons, lemonade.
The disruption caused by COVID-19 has brought the in-person B2B events industry to a screeching halt. But alongside that there has been a surge of virtual event activity, driven by the desire to bring people together in times where F2F meetings have become redundant. Even with the recent lifting of some restrictions, particularly in Europe, there has been a seismic shift, altering our fundamental habits in our everyday lives, and more specifically how and where we consume business content. Only a brave brand would bring together a room full of potential clients for a face to face meeting right now.
In short, virtual events are going nowhere right now. And don’t be surprised to see online becoming a bigger part of event strategy, even once life returns to normal. Below, we explore how businesses can approach their virtual event strategies in the short-term, and what this increasingly digital approach means for the events of the future.
Getting the basics right
The flexibility of the virtual world can overcomplicate your strategy. But clarity, purpose, and insight are fundamental to getting your strategy right:
Audience fatigue and how to overcome it
Asking an audience to give you their undivided attention for an hour, half a day, or a whole day is a big ask. People are busy; they want value. They also want to be inspired, to learn and, yes, to be entertained. Audience fatigue is real, so how do you combat it?
Next generation nurturing
The shift to virtual events puts us in a position more powerful than ever before. We can quickly learn about our audiences by capitalising on their online habits. And we can utilise the insights from virtual events to hone our nurture tactics for post-event.
So, what does the future look like for events?
Did you ever think Kindle would monopolise books? Yes, me too. But now more than ever, we find people valuing books in their traditional form. They have become something far more special, an object to keep or treasure. There’s a place in the market for both. I believe the same applies for events, it’s not the end of in-person events but the start of a hybrid approach.
What do we mean by a hybrid event? Well this can be any physical event with the possibility of a virtual avenue. A time has come where we can maximise possibilities and widen our reach, presenting to a multitude of countries and removing the barrier of entry. Leveraging a hybrid event strategy will allow inclusivity, regardless of the logistical or financial limitations that existed previously with F2F events.
Now is the time to embrace the dual benefits of reduced environmental impact and increased cost-savings. The streaming world has taught us content shared can dictate the charge of virtual access, albeit at a lower cost than in person. Businesses need to take note and adapt to the shift currently taking place and utilise the opportunity to better understand their audiences, which we know is a key aspect to success.
This pandemic has fast-forwarded digital transformation by several years and we need to transcend from the old paradigms and approaches and start to focus on making offline experiences online. F2F events will not disappear, but they will evolve, embracing a hybrid approach accelerated by the current situation we find ourselves in. For event teams, it’s time to get creative, as business is no longer as usual.
The Bizzabo Blog 2020: https://blog.bizzabo.com/event-marketing-statistics