Is it to get people talking and ultimately raving about you?
Don’t confuse goals with purpose. Your event is meant to bring you some kind of value, but that is the purpose. Exactly what value that is and what it amounts to is a goal. Purpose provides direction. Goals allow you to measure your progress in that direction.
State the purpose very clearly. Define the goals that the purpose dictates. Be as blunt as possible: the CEO needs to be happy is OK!Define how you know if you reached the goals. If you don’t set any goals, you don’t have a right to be disappointed.
Goals need to be achieved, which creates the problem of how to reach that achievement.
So let’s look at these problems…
We can break up our problems into pre/during and post event.These problems all tie back to our goals – they were created as a result of some goal we are trying to attain. Right? Generate 2000 attendees and 500 quality leads. Do these all fit?Let’s take a step outside of our marketing world for a second…
These are shoes. Not your shoes. Your attendees shoes. Just to be fair.This is how you need to see your event – as an attendee. That’s how we look at physical experiences… we are also attendees.
So let’s look at the problem of generating attendance from an attendees perspective.
This is the first impression opportunity. This event is happening online – there is no sandy beach to look forward to that will help get over a crappy email template and a complicated user experience.
You event has started – from an experience standpoint
This is your entire first experience summed up as three drop-off points.
Getting people to click to register is the hardest part. Subject lines are important, too, but once they are in they are yours to lose.
Remember – your promotion and registration experience marks the start of the event.
Understanding where your touchpoints exist, why they exist and what they are designed to accomplish takes vision.
Put yourself in the attendees shoes. Ask:How much time am I asking of them?What am I asking them to do within that time frame?Is that activity appropriate given my relationship with that customer?
There is a finite period of time where all of our touchpoints will fall. So, the actual period that your attendees experience the event is short relative to your complete event timeframe. That means you have a head start – thank goodness. You need to plan it all out, create all of the content, them press GO and monitor your progress along the way.
Before we mentioned that this is the hardest part to deal with at the beginning. Let’s take a look at this from an attendees perspective.
This is the question that is on your mind. Is it worth my time to open the email? Is it worth my time to go sign up? Is it worth my time to attend?Everything has to convince the attendee that this is, truly worth their time. And it better be.
This is the best way to demonstrate whether it is worth their time. Don’t get buried writing email copy, it will never get read. Write the copy, then turn it into a video.Keep your email short and make the goal to get users to watch the video.If you get them to click then you’ve got 30-40 seconds of undivided attention to get your point across. You don’t get that much time with email copy – period.If they are intrigued, they will register – your work here is done… for now.
The t-shirt isn’t the right offer – What the person wants is a demonstration of value… so you don’t waste their time. You say: give me 30 seconds and I’ll tell you if it is worth it – that is reasonable.This gets the right people to register. T-shirts get the wrong people. Then you get the people who want the t-shirt, not the ones who want to attend your event. This isn’t a one-and-done email campaign to get leads. The leads come from the event and you’d rather be pumping quality into that tool.
This is about planning. No technology does this for you. Most people evaluate virtual event technology based on what it “can” do before they assess what they “need it” to do.It doesn’t take technology for you to figure out your problems.
Think like an attendee. You get email marketing all the time – you’re on facebook & linkedin. How would you want to get invited to an event? How would you want to share your attendance with the world? Be where your attendees are.
The irony here is that the number of touchpoints explodes in this small timeframe. We therefore lose track and just start doing as much as possible hoping that something sticks. Is that how attendees think?
Webcasts – some sessions may require one format while others need another. Don’t box yourself into one type. Presenters have different needs based on what they are presenting.Networking features are great, but they will not get used by everyone. Give people a reason to use them.Exhibit floors are misunderstood. They are for more than just sponsors.
All of the experience elements you have outside of the platform are important, too.
If you’re normal… this is how you’ll feel after your live event is complete.
BUT – you aren’t done yet.My advice: anticipate the outcome possibilities and be ready to react with a post-event plan. This should be created at the beginning of the process as part of your overall plan.
Set the survey up for distribution by making it known during your event.
Virtual Event Platforms are not Virtual Events
Virtual Event Platforms are not Virtual Events<br />Developing a complete attendee experience for online events<br />
Problems:<br />Pre-Event<br />Generate awareness<br />Increase conversion (registration)<br />Increase attendance<br />During the Event<br />Deliver compelling content (provide real value)<br />Quantify attendee engagement<br />Define lead quality<br />Post-Event<br />Follow up with the leads<br />(and repeat process during on-demand period)<br />
Touchpoint<br />Touchpoint is the interface<br />of a product<br />a service or<br />a brand<br />with customers, non-customers, employees and other stakeholders – before, during and after a transaction respectively a purchase.<br />Source: Wikipedia (http://en.wikipedia.org/wiki/Touchpoint) <br />
Why is the conversion rate higher?<br />Clear offer <br />watch this video, determine if it’s worth your time <br />Value is demonstrated<br />Why you should attend<br />Experts you will hear from<br />What you will learn<br />Expectations are set<br />Prospect has invested time and feels rewarded<br />If the conference provides value the way the video did, it must be worth attending.<br />
Video Call-to-Action Scenario:<br />Email sent to 10,000 addresses<br />Normal 2% response = 200 registrants<br />Video CTA 10% = 1,000 registrants<br />
Plan the agenda<br />Have reasonable expectations for an attendees time<br />Don’t follow an in-person event model<br />This is a web experience – treat it as such<br />Keep content short and engaging<br />Structure agenda with little or no down time<br />Hide “down time” as a planned activity<br />Once you have an experience created, look to technology to enable it.<br />
What’s the goal of the<br />on-demand period?<br />
Post-Event Problems<br />You have all this great, archived content. Now what?<br />Your original goals still apply:<br />Get more attendees<br />Convert them into quality leads<br />PROBLEM: Get people back to see what they missed.<br />PROBLEM: Convince the skeptics who didn’t show up that your event really is worth their time<br />