During the Coronavirus , many businesses closed their doors. More than 50% of economic activity was disrupted, and events were canceled or postponed . Event marketing was not spared. However, despite the pandemic, customers are still waiting to be served, and competitors will not miss the opportunity to outmaneuver us.
It was necessary to find a way to adapt and constantly improve. It was precisely through the various waves of lockdowns that virtual events took on a new meaning. And even now, in the post-Covid-19 era, virtual events continue to gain ground. This year, an average of 49% of B2B companies have organized virtual events . Given these figures, what makes this strategy so appealing? Here are some compelling reasons to organize a virtual event, along with a few examples.
Why a virtual event?
First, a virtual event doesn't require much preparation time . There's no venue scouting Hexafair, Meetyo, Hopin, MeltingSpot , and others. Most importantly, these platforms support you throughout the event preparation process. The organizer can then dedicate more time to their communication strategy , building a strong promotional campaign.
Secondly, the cost is significantly lower than that of a physical event , both for guests and the organizer. The comfort of home replaces travel expenses for hosts. Furthermore, geographical barriers are eliminated. People can reach the event from anywhere in the world! And all the logistical aspects of organizing the event are reduced to zero.
Finally, virtual events allow for reliable analysis of the impact and behavior of target audiences. In contrast, physical events cannot provide the same kind of data, such as real-time attendance figures, areas visited by attendees, etc., . Online analysis is indeed the most reliable way to develop a sound strategy for the next event.
Games and contests on social media in virtual events
Online games and contests are the best way to generate maximum interaction on social media . They are ideal for launching a new product or supporting a physical company event.
For example, consider quizzes prediction games during major football matches and video challenges . And of course, the prizes must be appealing to the public. If it's a restaurant, for instance, arrange for the winner to receive free meals or a selection of new products . Otherwise, leave the prizes to your sponsors .
Direct video or live stream
A live stream, or simply a live broadcast , is a video session that streams an event directly online. A live stream can also be independent of another event. It could be a workout , a meditation , a discussion on a specific topic, or a product review . At any point during the video, the audience can interact by leaving a comment or joining the live chat.
The first and most important task when organizing a live stream is to define an objective . Then, choose a theme, and finally, effectively promote the event . Never forget that the audience only seeks out content that is of interest to them. However, they may be interested in anything that is fun or trending.
The choice of platform depends first and foremost on the target audience . On which platform is it most present or active, which is the most accessible, which one best matches its positioning and activity ?
We have, for example, platforms such as Zoom, Google Meet , and all other social networks .
Virtual trade show or virtual booths
Currently, virtual fairs are becoming increasingly popular, bringing together numerous vendors or institutions focused on a specific field. Examples include study abroad fairs, with the participation of many universities and schools worldwide. These fairs offer the public the opportunity to visit virtual booths , interact directly with exhibitors, and attend presentations given by them.
Here is a list of the top 3 platforms that 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: specializing in virtual trade shows with customizable .
During a virtual trade show, guests can visit booths in the form of web pages . These pages bring together all possible means of communication with the host: brochure, business card, chat, live conference, useful links , etc.
The audience is generally comprised of all the exhibitors' website subscribers . They are therefore automatically invited. However, this does not exclude internet users who have no connection whatsoever with these companies. The fact is that the outreach efforts , for example, have been successful , thanks to email marketing and all the other communication techniques employed .
There are many other examples of virtual events . However, it's important to note that this isn't necessarily limited to the company-customer relationship. A company can also hold a virtual event for its staff internally . This isn't directly related to digital marketing , but it can be part of the planning process.
Organizing a virtual event can be very easy, but also quite complex. It largely depends on mastering digital tools. This affects both the company and the guests. Technical glitches can sometimes interrupt the event : microphone problems, connection issues, documents not displaying correctly, etc. However, whether the event is virtual, hybrid, or physical, no one is immune to unforeseen circumstances. Therefore, nothing beats thorough preparation and establishing a contingency plan for all possible problems.
🗣 User reviews of virtual events
Claire D., communications manager for a SaaS publisher
"We organized a product webinar with 300 registered participants. That's ten times more than at our physical events, for a much lower cost."
Julien V., CEO of a growth marketing agency
"Virtual events have become our best prospecting tool: in one hour of interactive live streaming, we generate three times more qualified leads than with a traditional email campaign."
Farah B., HR manager in a consulting firm
“We use virtual events for our employer branding. The format is very popular with young candidates and creates a genuine connection.”
Stéphane L., independent IT consultant
"I hosted a virtual conference in partnership with a startup: this is what allowed me to be recognized as an expert and to sign two new contracts in the following weeks."
🎓 Expert Experiences and Quotes
Seth Godin, marketing expert
"A virtual event is not a scaled-down version of an in-person event; it's a complete experience in itself that allows you to engage an otherwise inaccessible audience."
Brian Solis, digital analyst at Salesforce
"Well-designed virtual events are the natural evolution of content marketing: immersive, measurable, interactive. They create value even before the sale."
Bizzabo Study (2023)
"80% of marketers believe that virtual events offer a better return on investment than physical trade shows."
Caroline Jurado, content creator & trainer
"My online event doubled my email list in one evening. The replays, the live chat, the gifts at the end: it's content that lives, engages, and converts."
