Tips and tricks for virtual event mastery

In our last blog post, we shared some of the challenges that marketing leaders are experiencing today when it comes to account-based marketing, customer appreciation, and engaging employees. But these leaders were also kind enough to share how they’re overcoming these challenges and meeting their goals. In this article, we share their tips and tricks for virtual event mastery.

Pre-Event

Tip #1: Leverage partners

As we shared in our last article, many marketing leaders today are trying to do more than ever before with fewer resources. As a result, savvy marketers are outsourcing logistics to great partners who take on the time-consuming logistics of the event to free up time for more strategic work.

Marketers advise:

“Don't try to do everything yourself - outsource things when you can and where it makes sense.”

“I would say the biggest tip is to find vendors you work well with and that provide a consistently exceptional product. Whether it's a vendor who provides an experience like purple cork or a vendor that just produces your t-shirts, finding vendors that are true partners to your organization is critical. Without someone you can trust, the stress level of putting on a live or virtual event goes through the roof.”

Tip #2: Don’t settle for ordinary

Respondents told us that they are constantly looking for ways to elevate their events to stand apart from their peers. One tip is to invest in exclusive and quality items, such as boutique wines, craft beer, cocktails, cookalongs, farmstead cheeses and more. While your competitors are picking more generic gifts, you can stand apart with one-of-a-kind experiences. Here’s what leading marketers advise:

“Adding an activity not only makes it more fun, but it’s more memorable and attractive compared to other events.”

“Create a unique, engaging experience for your audience - we are all Zoomed out, but if we get to do something fun like taste wine, attend a cookalong, or taste cheese - it creates a fun, memorable engagement that is unforgettable!”

Send the product out to attendees in advance of the event, which dramatically improves the chances that the attendee will show up. As one marketer explains:

“Providing the wine/charcuterie etc. in advance compels people to join versus ghosting the day of the event.”

Tip #3: Send plenty of reminders to drive attendance

With most people still working at home, it’s hard to drive attendance to an event, even if registrants say they’re going to attend. Reminders are a tried and true way to drive attendance, especially if they’re personalized and sent at just the right time. And while you might feel uncomfortable sending multiple reminders, know that the persistence will pay off, as this marketer advises:

“Make sure you message to your guests that they should only sign up if they can attend the online event. We have seen 85-90% attendance with these methods, which is insane for a virtual event.”

The most important reminders come a week before the event, the day before the event, the morning of the event, and the hour before you start. Trust us! It sounds like overkill but it’s not!

During-Event

Getting people to the event is just half the battle. If you have a fun activity planned you’re already in the lead. But how do you ensure that people stay engaged throughout the entire event? 

Tip #1: Provide a ‘content sandwich’

One tried and true strategy is called ‘a content sandwich,’ which mixes fun activities with educational content. It works because people can tune in when they need to learn and relax when they get to partake in the activity. 

Here’s what a leading marketer says:

“We always like to sandwich our content between a wine tasting, cheese tasting, or another fun activity. Maybe it's basic, but it's made a big difference in our attendance and engagement.” (And you’re not basic!)

Tip #2: Allow time for spontaneity

The best part of in-person events for many people was the spontaneous meetings that happened in the lobby or at the hotel bar. Don’t forget to leave room for informal chit-chat. One events leader suggests:

“Unstructured time is often the most appreciated part of our events since it provides an opportunity for attendees to informally connect.  There’s no need to plan every minute of each event or meeting.”

Post-Event

The hard work doesn’t end once the event is over. Rather, it’s just beginning.

Tip #1: Plan your follow up

It’s important to strike while the iron is hot and follow up with attendees right away. Here are some tips from leading marketers on post-event best practices:

“Think about follow-up. The event is great, but the business will always come after. Be sure someone is on the event taking note of who participated, the questions they ask and ensure someone owns the follow-up.”

“Use direct mail as a post-event thank you touchpoint if there is no response from sales follow-up.”

“Have a good CTA so the conversations continue post-event.”

Tip #2: Consider the event the beginning, not the end

If done well, your event will be the start of a beautiful relationship. But all relationships need to be nurtured. One marketer says:

“Keep the experience going long after the event has concluded, consider how to make the live event just one ‘touchpoint’ in a series.”

Ready to implement these best practices? Reach out to learn why marketing leaders across all industries rely on purple cork to get mindshare with prospects, increase loyalty with customers and drive engagement with employees.