During the Coronavirus , several businesses have closed their doors. More than 50% of economic activities were interrupted and events were canceled or postponed . Event marketing has therefore not been spared. However, despite the pandemic, on the market, customers are waiting to be served, and competitors will not miss the opportunity to overtake us.
We then had to find a way to adapt and always surpass ourselves. It is precisely through the different waves of confinement that the virtual event took on meaning. And even currently, in the post-Covid-19 period, the virtual event is still gaining ground. Because this year, 49% of BtoB companies organized on average virtual events . Given these numbers, what makes this strategy so attractive? Here are sufficient reasons to organize a virtual event, and some examples.
Why a virtual event?
First, a virtual event does not require a lot of time to prepare . There is no prospecting of a location or reservation. You just need to choose the right host platform in just a few hours. We can cite, for example, Hexafair, Meetyo, Hopin, MeltingSpot , and others. The most important thing is that these sites support us throughout the preparation of the event. Above all, the organizer will take more time in his communication strategy , in order to build a solid promotion.
Secondly, the cost is much lower than that of a physical event , both for the guests and for the organizer. The comfort of home replaces travel costs for guests. In addition, the geographic barrier no longer exists. From all over the world, people can reach the event! And everything related to logistics related to the organization is reduced to zero.
Finally, the virtual event allows for a reliable analysis of the impact and behavior of targets. In contrast, the physical event cannot provide with such ease and accuracy the kind of data like real-time attendance, areas visited by guests, etc. Online analysis is indeed the safest to arrive at an assured strategy for the next organization.
Games and competitions on social networks
Online games and competitions are the best ways to get the most interaction on networks . They are in fact ideal for the launch of a new product, or to support a company event
For example, quizzes on products or the company. prediction games during major football matches and challenge videos . And of course, the gifts must be interesting for the public. If it's a restaurant, for example, have free meals to the winner, or a range of new products . Otherwise, leave them to your sponsors .
Direct video or live stream
Live streaming, or simply live , is a video session that sends an event directly online. The live can also be independent of another event. It can be a workout , meditation , sharing on a given theme and testing a product . At any time during the video, the public can intervene by leaving a comment, or by entering the live line.
The first and most important task of all when organizing a live performance is to define a goal . Then, choose a theme and finally, promote the event . We must never forget that the public only seeks what is of interest to them. However, he may be interested in anything fun or trendy.
The choice of platform depends first of all on the target . On which platform is it most present or active, which is the most accessible, the one which best corresponds to its positioning and its activity .
We have, for example, platforms such as Zoom, Google Meet , and all other social networks .
Virtual exhibition or stands
Currently, it is fashionable to hold a virtual fair, which brings together several stands of sellers, or institutions , around the same area. Examples include study abroad fairs, with the participation of several universities and schools around the world. The show gives the public the opportunity to visit virtual stands , interact directly with the exhibitor, and participate in conferences held by the latter.
Here is a list of the top 3 platforms which bring together the largest number of internet users:
- GRT: designed for professional networking;
- Hexafair: avatar-based interaction, business card exchange and e-commerce integration;
- vFairs: specialized in virtual fairs with customizable stands.
During a virtual trade show, guests can visit stands as web pages . These bring together all possible means to communicate with the host: brochure, business card, chat, live conference, useful links , etc.
The public is generally all subscribers to exhibitors' sites . They are therefore the official guests. But this does not exclude Internet users who have nothing to do with these companies. The fact is that prospecting would have borne fruit , for example, thanks to mailing, and all the communication techniques used .
There are many other examples of virtual events . But it should be noted that this is not necessarily closed to the company-client relationship. The company can also hold a virtual event for its staff, internally . This does not directly concern digital marketing , but it can be part of it, during its preparation. Organizing a virtual event can be very easy, but also quite complex. This essentially depends on mastery of digital tools. This affects both the company and the guests. Technical failures can sometimes interrupt the event , microphone or connection problem, documents are not displayed, etc. However, whether the event is virtual, hybrid or physical, no one is safe from the unexpected. Nothing beats good preparation , and establishing an emergency plan for all possible problems that may arise.
