Flipping to Virtual Events During a Pandemic - Dos & Don’ts

With COVID-19 hitting the events industry in 2020 and canceling many, if not all, planned events, professionals were forced to re-think their approach. I got into the events field to create memories and experiences for guests. This can be easily achieved with in-person events. Creating an atmosphere, facilitating conversations and capturing moments all fall into the “easy to achieve” in-person event category. When companies rapidly flipped to virtual events, some struggled to incorporate a feeling of connectivity and networking. It's important to note that although some companies were already incorporating technologically advanced elements, such as livestreaming or video sharing, for many Covid-19 pushed technology plans by several years. Forced quick adaptation came with many adjustments, new strategies and ideas on how to retain guests and attendees. I put together some dos and don'ts of virtual events, which I learned throughout the past few months of the pandemic -

Do:

1. DO Find & identify your target market - "who is your event for?" has always been the leading question when planning an event. Even though one may have access to a larger audience when hosting an event online, it is still vital to identify your company's main guests, as your event is never "for everyone" who has access to a computer and the internet.

2. DO Find a format that suits your audience - depending on the demographic, it may be appropriate to see everyone during the event or maybe just facilitate conversations through chat platforms. There are various options and it's important to pick something that will reflect the conversation, engagement and event you are hosting.

3. DO Invest in resources - it may be simple to obtain a free subscription to an easy to use platform and run the meeting yourself, but as the saying goes, "you get what you pay for". It may be worth investing in a platform, service or provider; this way ensuring your online event is as professional and successful as any previous in-person event.

4. DO Take the time to learn and understand - even if you invest in a third party or have someone else running your virtual event, it never hurts to understand how the services will be performed. As event professionals, we all have different strengths, and not everyone will be jumping from in-person to online, but just as you would compare different venues, menu items, or ticketing providers, it becomes a no-brainer to also learn and compare what virtual options you have for your event

5. DO Communicate - many think this point is simple, but we may forget that even though the company knows about the changes, guests or attendees may not be aware. Communication should always be clear, simple and to the point. Ensure attendees feel confident in how to access and attend the event; there shouldn't be a 10-step process just to get to the main page.

Don't:

1. DON'T Forget about your goal - the purpose and reason for your event should always be top of mind. Just like your target market, your event cannot be all things wrapped into one. There need to be clearly identified objectives set at the beginning of the planning process.

2. DON'T Use the wrong platform or technology - there are many services out there, each suitable for a different generation of attendees. Use what is most relevant for your demographic, not what is hip and overly complicated.

3. DON'T Forget to practice and test your equipment - similarly to in-person events, rehearsals are important and should always be conducted. Even if speakers or performers have used the technology, platform or equipment thousands of times before, you can never be too sure. It is always best to double-check microphones, cameras, connections and go over the event agenda.

4. DON'T Expect your audience to stay engaged - with various distractions, such as open shopping tabs, barking dogs, texts, phone calls and screaming children, your guests are bound to have something else going on. Find creative ways to interact, keep attendees on their toes and schedule breaks to ensure maximum engagement from your event.

5. DON'T Do everything yourself - there are way too many aspects for one person to manage on their own. Find some individuals to take on various tasks, such as emcee or virtual moderator, tech management, live polls, voting, Q&A or chat, the list continues. Assess what is needed for your event and divide up the roles as necessary, to ensure a successful event.