Best Practices for Virtual Events

Experiential marketing has evolved. The virtual event craze has rocked the world, and it has become a necessity rather than a luxury or gimmick to utilise the virtual landscape.

But virtual events can be just as challenging as organising a physical event – in some cases, even more so. The game has changed, and the players need to adapt to it.

Hence, we’ve listed a few best practices: necessary fundamentals that can make or break a virtual event. If you’re looking to create your own virtual event, these are the few points that you definitely can’t ignore.

 

1.Identify Your Target Audience

We can’t emphasise this enough. This may seem like the most obvious point, but it remains absolutely critical; in that identifying target demographics can mean life or death when it comes to virtual events.

We recommend starting off by exploring your competition’s social channels such as Facebook, Instagram and Twitter. Pay attention to the people who are engaging with their content. What kind of people like or comment on their posts? What demographics do they fit in? What hashtags do they use?

All these can help you paint a precise picture of who your target audience is. Given how fast word-of-mouth spreads across the internet, once you’ve effectively targeted a certain niche your customers can and will end up doing a lot of your promotional work for you.

  1. Craft your Content Accordingly

Now that you’ve identified your target audience, it’s time to craft your content to suit their tastes. Your promotional images, social media posts and landing page – everything that your audience will see and interact with, needs to cater to their tastes.

Of course, the content of your launch itself needs to answer questions that your audiences will have in mind. You’ll need to deliver what they came here for, and more.

Long before your launch, you’ll need to capture your audience and get them hyped up for it. And that’ll only happen if they like what they see. One piece of key advice? Make sure your landing page is well optimised, easy to navigate and most importantly, visually appealing to your audience.

Why? Because your landing page can be your most important point of interaction with them.

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  1. Virtual Environments

In the wake of the pandemic, the entire world has been clamoring for virtual events. Countless brands have utilised Zoom, webinars and the like to stay connected while stuck at home. Hence, by now audiences are getting pretty sick of seeing webcam feeds or video call backgrounds.

So, how are you going to stand out rather than just being another bland, glorified video call?

The answer: virtual environments.

Designing a breathtaking virtual environment for your spokespeople to stand in, or even just a gorgeous backdrop for your product display makes all the difference. Audiences live in a world where they’ve been spoilt by beautiful CGI imagery every day, so going below that standard means your brand may end up being perceived as subpar.

Of course, any virtual environment you design needs to fit your product and/or service, so you’ll need to put some thought into what form of environment you want to blow your audiences away with. Lastly, we highly recommend that your environment be dynamic – else your audience will just be staring at a boring backdrop.

 

  1. Interaction & Gamification
    Keep in mind that your audience and potential customers aren’t just there to watch you deliver your message – they can just watch a movie or an ad for that. They’re there to interact, and to connect with you meaningfully.

That means you’ve got to lay the fountain for them to interact with you, and enjoy themselves doing so. The most obvious route would be Q&A or polling sessions for them to feel heard, but that’s become rather common across virtual events – particularly virtual conferences.

For more engagement, you’ll want to gamify your virtual launch. That means adding features that let audiences interact in the form of games – letting them have fun, which in turn creates a vastly more memorable experience for them.

  1. How Do I Buy?

No matter how fantastic your launch goes, it won’t matter if your potential customers can’t find a way to easily purchase your product or services. If all goes well with your virtual launch, audiences should be impressed and looking to hit the ‘buy’ button before the end.

For products, that means setting up shopping carts or payment gateway options. Do keep in mind that the greater the success of your launch, the more people will be looking to buy – so your payment options need to handle an elevated rate of traffic (this is something people often overlook, many launches go successfully right up until the payment gateway crashes due to too much server traffic).

For services that aren’t as straightforward, further registration options or easy access to a dedicated landing page is critical here. Again, whichever option you go with needs to support a vast amount of traffic going through at the same time.

 

While there can be further complexities to creating and hosting a virtual launch – or a virtual event of any kind – these are the few things that you’ll need to look out for above all else. Whether your virtual launch stands out amongst other virtual events will come down to your own planning and execution; but if you follow these tips, it should at the very least be a successful one.

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