During the coronavirus , several companies closed their doors. More than 50% of economic activities were interrupted and events were canceled or postponed . Event marketing was therefore not spared. However, despite the pandemic, on the market, customers are waiting to be served, and the competitors will not miss the opportunity to surpass us.
It was then necessary to find a way to adapt and always outdo yourself. It is precisely through the different waves of confinement that the virtual event took meaning. And even, currently, in post-COVIV-19 period, the virtual event is still gaining ground. Because this year, 49 % of BtoB companies organized on average virtual events . Given these figures, what makes this strategy so interesting? Here are sufficient reasons for organizing a virtual event and some examples.
Why a virtual event?
First, a virtual event does not require much time for preparation . There is no prospecting of a place or reservation. Just choose the host platform in just a few hours. We can quote, for example, hexafair, meetyo, hopin, meltingspot , and others. The most important thing is that these sites accompany us throughout the preparation of the event. The organizer will especially take more time in its 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 in virtual event
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 stream, or live , is a video session that returns an event directly online. Live can also be independent of another event. It can be a workout , meditation , sharing on a given theme and the test of a product . At any time of the video, the public can intervene by leaving a comment , or by entering the line of direct.
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 in vogue to hold a virtual fair, which brings together several stands of sellers, or institutions , around the same area. Let us quote for example the salons of studies abroad, with the participation of several universities and schools worldwide. The show gives the public the opportunity to visit virtual stands , to interact directly with the exhibitor, and to participate in conferences run by the latter.
Here is a list of tops 3 of platforms that brings together the greatest number of internet:
- GRT: designed for professional networking
- Hexafair: avatar-based interaction, business card exchange and e-commerce integration;
- VFAIRS: Specializing in the virtual living room with customizable .
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 of exhibitors' sites . They are therefore the guests automatically. But that does not exclude Internet users who have nothing to have with these companies. The fact is that prospecting would have brought its fruit , thanks to mailing, and all the communication techniques used .
There are still many other examples of virtual event . But it should be noted that this is not necessarily closed on the corporate-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. It essentially depends on controlling digital tools. This affects the company as much as the guests. Technical breakdowns can sometimes interrupt the event , microphone problem, or connection, the documents are not displayed, etc. However, whether the event is virtual, hybrid or physical, no one is immune to the unexpected. Nothing is worth a good preparation , and the establishment of an emergency plan for all the possible problems that may arise.
🗣 User opinion on virtual events
Claire D., communications manager of a SaaS publisher
“We organized a webinar produced with 300 registrants. It is ten times more than during our physical events, for a much lower cost. »»
Julien V., CEO of a Growth Marketing agency
“The virtual event has become our best prospecting weapon: in an hour of interactive live, we generate 3 times more qualified leads than with a conventional e-mailing campaign. »»
Farah B., HR manager in a consulting company
“We use virtual events for our employer brand. The format pleases young candidates a lot and creates an authentic link. »»
Stéphane L., independent IT consultant
“I made a virtual conference in partnership with a startup: this is what allowed me to be identified as an expert and to sign two new missions in the following weeks. »»
🎓 Experts experiences and quotes
Seth Godin, marketing expert
“The virtual event is not a reduced version of the face -to -face, it is a full -fledged experience which makes it possible to engage an audience otherwise inaccessible. »»
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 sale. »»
Bizabo study (2023)
“80 % of marketers believe that virtual events offer a better return on investment than physical fairs. »»
Caroline Jurado, content designer & trainer
“My online event doubled my email base in an evening. Replays, live cat, gifts at the end: it is content that lives, hires and converts. »»
