Virtual event strategies can provide long-term growth. There are five key decisions for a virtual strategy: (1) vertical or horizontal focus, (2) campaign-based or stand-alone products, (3) whether content is free, paid, or bundled. Current virtual models include: (1) 100% virtual events with marquee speakers and vendors, (2) complementary models that extend a physical show through pre- and post-event content, and (3) hybrid/simulcast models organized by an exhibitor that integrate video, slides and chat. When deciding on a strategy, consider how to best leverage emerging technologies to serve members and industry.

1. Virtual Event
Strategies for Long‐
Term Growth
Dave Lutz – Velvet Chainsaw

2. ndee Agr eement
Pre senter Atte

3. Law Of Two Fee
t

4. xtin g, Typing Welcome
Te

5. to agree , disagree
S afe space
ponder & quest
ion
5
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6. 1 ) Identi fy five
k ey dec isions
for a V irtual
St rategy.
6

7. 2) Explore
examples
of
three type
s of
current Vi
rtual
Models.
7

8. 3) Discuss
ways to b
est
leverage t
his
emerging
technolog
y.
8

9. Consider
rve our memb ers BEST
We se
when we serve our in
dustry first

10. trat egy Dec ision # 1
Virtual S
Vertical
or
Horizontal?

11. Virtual S
trategy De
cision #2
Campaign
or
S tand-Alone Product?

12. trategy De cision #3
Virtual S
Content: free, paid or bundled?

13. g Content Value
De terminin
People will pay for content if it is so unique
they can’t get it anywhere else, so fast they
benefit from getting it before anyone else,
or so related to their tribe that paying for it
brings them closer to other people.
Seth Godin

14. trategy D ecision #4
Virtual S
Lead Quality
Cost Per Lead
Buy ing Authority

15. trategy D ecision #5
Virtual S
Share Risk
or
Boot -Strap?

16. Model #1
– 100% Vi
r tual

17. 4 Marquee, 6 Vendor Content, 10 track sponsors – 27 Exhibitors

18. Too Horizontal!

19. Slides + Audio + no chat = Fail

20. Virtual CAN Cannibalize – Pubs w/o Shows

21. Communities ROCK!

22. Integrate
Supplier
Directory
Learn from
Hi-tech

24. Model #2
– Complim
entar y
Show Pre-View
AfterGlow

25. 365
Day
Show?

27. Extend Life
Drip Re lease of
Content

28. brid/Sim ulcast
M odel #3 – Hy hibitor
rganize r or Ex
Offer ed by O

29. Immersive
Video +
Slide +
Chat

30. 17,000 registrants, Booth Magnet

33. Virtual Show Daily

34. • PCMA
Good Morning America!

35. Video Co-Op

36. Virtual Booth Demo

37. Put the Kids
in the show!

38. te P ods
Sa telli

40. Thank you for your time