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The rise of virtual events: why some industries thrive when the world shifts online
Oct 17, 2023
In a world that's increasingly driven by technology, it's no surprise that virtual events are on the rise. With so many industries embracing the power of the internet, it's only natural that more and more events are being held online. While some industries have been slow to adopt this new trend, others have embraced it with open arms. Here are four industries that have thrived as a result of the shift to virtual events.
Education
The boom of online learning has led to a period of adaptation where educators have had to get creative in order to continue providing students with the same quality content they would provide in-person. Enter: virtual events. Virtual events have allowed educators to host virtual lessons where, just like in the classroom, students can listen to lectures, participate in activities, and engage with their classmates. Here are a few ways in which virtual events have benefitted the educational industry:
- Increased access: Online learning provides greater access to education for students who may not have access to traditional brick-and-mortar schools. This includes students who live in rural areas, students with disabilities, and students who are unable to attend traditional schools for other reasons.
- Flexibility: Online learning allows students to learn at their own pace and on their own schedule. This can be especially beneficial for students who have other commitments, such as work or family responsibilities.
- Cost savings: Online learning can be more cost-effective than traditional education for both students and schools. For students, online learning eliminates travel costs, as well as material costs for bags, or school lunches. For the school, online classes reduce the overall cost of delivering education as they save money on physical printed assets, stationery, school-provided technology and more.
Increased engagement: Online learning can help to engage students who may be disengaged in a traditional classroom setting by providing a more interactive and personalized learning experience. Some students also find it easier to engage with work in the comfort of their own home where they might not feel as much pressure as in a traditional classroom.
Technology
The tech industry is another that has seen great success with virtual events. In fact, many tech companies were already using online platforms to hold events before the pandemic hit. From promotional events to internal organizational events, the tech industry has widely benefitted from hosting virtual events. These benefits include:
- Increased accessibility. Online events make it easier for people with disabilities as they can participate from the comfort of their own homes. This can help to increase diversity and inclusion within the tech industry. Virtual events also provide higher access for international or faraway event attendees who otherwise wouldn’t be able to attend due to traveling time, planning or costs.
- Cost savings: Online events can be more cost-effective than traditional in-person events, as they eliminate the need to rent physical event space and can reduce the cost of logistics and travel for both organizers and attendees. Once again, these cost savings lead to greater event scalability and increased attendance. On the one hand, a higher number of attendees will be able to afford to attend the event. On the other hand, the company doesn’t have to worry about capping attendance based on physical space and other resource availability.
- Increased visibility. With increased accessibility and attendance comes increased visibility. Online events provide an opportunity for tech companies to showcase their products and services to a wider audience, often internationally to those in countries where that tech brand is still growing. This can help to increase the visibility of the company and its offerings and can also help to generate leads and drive sales.
- Improved engagement. Online events can be more interactive and engaging than traditional in-person events, as they often incorporate features such as live Q&A sessions and interactive polls. This can help to increase engagement and make the event more impactful for attendees.
Marketing
When it comes to marketing, virtual events have become a key marketing strategy for increasing brand awareness and loyalty. Here are a few ways in which virtual events have benefitted the marketing industry:
- Increased accessibility and visibility. We’ve covered these points in the previous industries but it’s with mentioning here too. In a profession that often places increased visibility, awareness and lead count as a key goal, virtual events have become an indispensable strategy in marketers’ toolbelts.
- Lower costs mean greater scalability and higher attendance capacity.
- Shorter event planning time. While an in-person event can take the better part of a year to plan (even just booking a venue well in advance can place your event date on the distant horizon), virtual events can take mere weeks to put together. This means marketers can create more frequent events throughout the year which increases the amount and consistency of communication they have with customers and allows them to create and put out more content that increases visibility. After all, smaller bursts of consistent engagement through the year are better than one giant event and then no engagement for the rest of the year.
- Event statistics and data. Virtual events offer marketers a great way to collect real-time data about their target audience before, during and after the event. By tracking attendees' behaviors such as enrolment, and attendance, as well as their engagement with event content, marketers can gain valuable insights into what type of content most resonates with their audience and make necessary adjustments on the fly or for future events. This level of data-driven decision making is invaluable for any marketing team looking to stay ahead of the competition.
Hospitality
The hospitality industry has been one of the hardest hit by COVID-19 due to restrictions on travel and large gatherings. However, even in these difficult times, there are still opportunities for businesses in this sector to thrive—and many of them have found success by pivoting to virtual events.
- Turning to online learning. One benefit the hospitality sector found during lockdown was the ability to harness its services into online learning classes. From cooking to workout classes, hotels took the opportunity to show attendees how to use new skills and start new hobbies.
- Fostering community. Some hotel events set up activities such as games for families, or special interest groups such as cooking groups or reading clubs. Hotels benefited from creating a flowering community around their brands.
As the world becomes more technology-driven, it's crucial to remember that businesses in all industries can still thrive, even during times of crisis like the current one. By embracing new trends like virtual events, businesses can stay relevant, connect with their audiences, and keep operating when traditional methods are no longer possible or viable.
Organizing an online event can be a great way to connect with your target audience, promote your brand, and build a community around your product or service. However, with so many online events happening these days, you might be wondering how you can make yours stand out from the pack. So, it's more important than ever to make sure your event draws attention to and attracts your target audience. Here are some tips for promoting your online event: 1. Utilize social media Social media is a great way to promote your online event and reach your target audience. You can start by creating an event page on each social media platform that suits your business and include all the pertinent details such as the date, time, location, and a brief description of what your event is all about. Also, you can create a unique hashtag for your event and start promoting it on all your social media channels in the weeks leading up to the event. Be sure to also add and use other relevant and trending hashtags so that people searching for events like yours can find it easily. Additionally, consider creating promotional videos or graphics to post on your social media platforms. Paid advertising on social media to reach an even wider audience and is a great strategy to grab people's attention and give them a better idea of what your event is all about. When creating your ads, be sure to target them specifically to your target audience. 2. Send email invitations Email invitations are another great way to promote your online event and reach your target audience. Include all the important details about the event in the invitation, and make sure to personalize the message so that it resonates with the recipient. You can use paid advertising to reach an even wider audience by purchasing email lists, using a tool like Google AdWords or your clients contact email lists. Another great way to promote your online event is by sending personal invitations to people you think would be interested in attending. You can do this via email or even through direct messaging if you're connected with them on social media platforms. In your invitation, whether it is an email list or a personal email, be sure to include a link to where they can sign up for the event so it's easy for them right from the get-go! 3. Use other marketing channels In addition to social media and email lists, there are other marketing channels you can utilize to promote your event such as blog posts, traditional billboards, print ads, TV commercials, radio spots or flyers if you're looking to reach a local audience. These channels can be highly effective in reaching people who may not be active on social media or who don't use email frequently. Plus, they can help create a sense of urgency and excitement around your event that will get people curious and wanting to participate. Again, be sure to include all the important details about your event and try to make your marketing materials visually appealing. If you have a website for your business or organization, be sure to create a dedicated page for your event that people can easily find. 4. Collaborate with other businesses or organizations A great way to promote your online event is by teaming up with other businesses or organizations that serve a similar target audience. For example, if you're hosting an online seminar about starting a small business, reach out to local small businesses and see if they'd be interested in sharing information about the event with their customers or clients. Not only will this help spread the word about your event, but it will also give you some credibility since you're being endorsed by another business. 5. Offer Incentives Finally, don't be afraid to get creative in promoting your online event. There are endless possibilities when it comes to marketing, so try thinking outside the box and coming up with unique ways to get people interested in attending your event. For example, you could host a contest leading up to the event or offer discounts for early registration. One of the best ways to get people interested in attending your online event is by offering them something in return. This could be anything from a discount on products or services to freebie items such as eBooks or downloadable templates related to the topic of your event. Whatever it is, make sure it's something that will appeal to your target audience and incentivize them to attend. Event organizers now have more tools available than ever before when it comes to promoting their events. Utilizing digital channels is essential in today's age, but traditional methods such as print ads or TV commercials can still play a role in promotion. Moreover, being creative and outside -of-the-box will help make an impression on potential attendees. At the end of the day, what matters most is that the right people are interested in attending your virtual event! Remember, promoting your online event doesn't have to be difficult—just follow these simple tips and you'll be well on your way to attracting your target audience! Utilizing social media, sending email invitations, utilizing traditional marketing methods, collaborating with other businesses and offering incentives are all great ways to promote an online event and for sure you’ll attract attention from your target audience.
Virtual events are a great way to build your brand and generate new leads. They’re low-risk, cost-effective, and scalable, allowing you to experiment with new content types without worrying about the overhead costs associated with marketing campaigns. Events are a great way to give your audience a look at who you are and what you do. Virtual events can help grow your inbound marketing strategies. With the right setup, you can create engaging events with little effort and investment.
Whether they’re trade shows, conferences, conventions, or virtual meetups, events have become an important part of marketing, sales and customer engagement strategies. They offer the opportunity for businesses to connect with their target audience in a more personal manner than through traditional marketing methods. This can result in increased brand loyalty as well as new customers who are eager to learn more about your product or service before committing to purchase. What is an Online Event? While most events such as conferences and tradeshows have thus far been commonly hosted in-person, it is becoming increasingly popular to host these events online. In this case, all event functions are held online, meaning there is no physical location for attendees to meet. It is still considered an event, as it allows your brand to connect with customers in a more personal manner. These events can either be free or paid. Free events are those that are offered for the convenience of the customer. Paid events are those that do require a fee to enter. These events can be very beneficial for businesses in a variety of ways. Perhaps you want to become more well-known or build a new audience. Events offer the opportunity to interact directly with your target customers at a time that is convenient for them. Events can also be helpful when you want to increase sales, demonstrate your product’s value, or just otherwise grow the brand. Top three reasons to host an online event 1.To increase brand awareness: Events are a great way to get your brand in front of your target audience. You can use these events as an opportunity to talk about your company, products and/or services in a new way that resonates with your target audience. This can help increase brand recognition, improve sales and expand your customer base. 2. To build relationships: Events are a great way to get customers to know and trust you. Customers may have questions or feedback that they’d like to share with you. It’s a great way to build relationships with your customers, get to know what they need, and improve your product or service. 3. To create excitement around your product or service: Events are a great way to create excitement and anticipation around your products or services. You can use these events to provide more concrete details about what you have planned, how they can benefit from it, and when they can expect to see it. How to Create an Online Event and Webinar as Part of a Marketing Strategy In the next part of this article, we will walk you through how to create an online event and webinar as part of a marketing strategy. Before starting, it’s helpful to determine why you’re hosting the event and the goals you hope to achieve. For example, are you trying to build brand recognition? Get more leads? Increase sales? Once you understand the goals of your event, it’ll be easier to create a strategy that’s tailored to those needs. Next, you’ll want to look into your target audience and see where they are in their buying journey. Are they looking to expand their company’s reach or are they ready to make a purchase? From there, you can see how an event can be helpful in each of these stages of the buying process. What types of events are best for marketing and sales? 1. Trade shows: No doubt about it, trade shows are excellent for building a community and gaining market awareness. But these events also require a significant investment in terms of time, money, and resources. For many businesses, they simply don’t have the resources they need to make a trade show work. 2. Conferences and seminars: These events usually cost less than a trade show, yet they still allow you to build a community of attendees who will become your customers, partners, and mentors. They can also be a great place to find new employees. 3. In-house events: If you run an in-house event, you’ll find opportunities to bridge the digital and human kingdoms. Events in this realm can help you improve your brand image, boost morale, and give your team a chance to let their hair down. 4. Instagram contests: If you have a large social media following, you can run contests on Instagram’s native platform to engage your audience. By keeping these contests simple and concise, you can encourage more people to participate and enter their email address. Build a community prior to the event Whether it’s a conference or a trade show, you can create a community of attendees prior to the event by sharing event details and related content on social media, creating an online event website, and creating a branded hashtag. In addition to creating a community, you can also use online tools to help manage your guest list, collect registration and sponsorship forms, and host an online networking event. These tools can help you do all of this by providing staffing and management solutions for your event, allowing you to collect forms, and making it easier for you to coordinate an online networking event. By creating a community prior to an event, you can increase your chances of making an event a success. Make it interactive Interactive events are all about connecting with your audience and keeping them engaged while they’re at your event. You can choose to create a panel discussion or speaker series, or host a series of workshops, as an interactive format. Interactivity can be as simple as asking attendees to complete a post-event survey or respond to a marketing survey that you distribute prior to the event. These types of activities can help you learn more about your attendees, identify how they responded to your content, and find out how they’d like to be engaged with your business. Hold an after-event meeting If you’re hosting an event that lasts more than one day, you can choose to hold a follow-up event that connects with your attendees. This could be a free-flow panel discussion, a free-flow workshop, or some other type of event that connects with your attendees. This type of event doesn’t have to be directly related to your business, but it does have to engage your attendees. It can be as simple as organizing a happy hour or cocktail party where attendees can connect with each other and communicate their needs and wants. Don’t miss out on business development opportunities during the event When you hold an event for the purpose of building your community, you’re missing out on business development opportunities. These opportunities are taken advantage of by companies who host exclusive sales events or invite partners to attend an off-site event. If your business is large enough, there’s a good chance you’ll be invited to attend one of these events. By participating in these types of events, you have the opportunity to build new business relationships and make connections that could lead to new sales opportunities. Stay relevant after the event is over Once an event has ended, you don’t have to stop building your community. Post-event content, such as blog posts, social media posts, and event photos, can continue to keep your audience engaged. Push notifications, in-event content, and outbound emails can also help you stay relevant. If your content is engaging and valuable, your audience will take the time to read it. This can help you build your audience and retain your core customers. If your content is generic, your audience will delete it before they take the time to read it. This can be frustrating for you because you’ll lose the opportunity to build new audiences and improve your brand image. Moreover, events offer businesses a unique opportunity to engage with their target audience in a more personal manner than through traditional marketing methods. Events can lead to brand loyalty and new customers who are eager to learn more about your product or service before committing to purchase. In conclusion, if you're thinking about using online events and webinars as part of your marketing and sales strategy, there are a few things you should keep in mind. First, make sure that your online event is well-organized and professionally run. This will ensure that your attendees have a positive experience and are more likely to engage with your brand. Second, promote your online event through social media and other online channels. This will help you reach a wider audience and generate interest in your event. Finally, follow up with your attendees after the event. This will help you build relationships with your customers and prospects and encourage them to buy your products or services. Online events and webinars can be a great way to reach a wider audience, generate interest in your brand, and improve your marketing and sales strategies. Keep these tips in mind to ensure that your online event is a success.
