The Do’s and Don’ts of Hosting a Successful Virtual Event

July 11, 2017

As consumers and attendees increasingly rely on smartphones and digital tools, marketers look to bridge the online and physical worlds to maximize engagement and create unique moments. Virtual and hybrid events offer the perfect solution by combining the best of brand experience with the digital engagement people crave. According to Market Research Media, virtual events will grow from $14 billion in 2018 to $18 billion in 2023, with a steady increase of five percent annually. Beyond effective marketing, going virtual is an excellent way to further monetize an event and efficiently reach a global audience. 

So it’s time to embrace virtual events, as they will stay hot. However, executing a successful virtual or hybrid event is much more than turning on a camera or downloading a live streaming mobile app. By following these actionable dos and don’ts, you’ll be on your way to providing your audience an extraordinary experience.

DO get the right partner

Virtual events range from strictly online experiences, such as a live streamed presenter, to more hybrid events, which merge the energy of an onsite audience with the engagement of remote participants. At the same time, not all providers of virtual events are built the same. It’s important to find a partner who can deliver your brand’s goals and vision. Do you require distribution technology that can store and broadcast content to audiences both locally and globally? Would you benefit from an e-commerce space for your content? Do you need video conferencing functionality or does your content need to integrate with social media? As with any cutting-edge solution, the more questions you ask the clearer your production vision will become.  

DON’T forget about the story

Using the right tool is important, but you should not forget that technology is simply the medium used to create a larger narrative. Bill Gates famously said, “content is king,” and that is still relevant in a competitive landscape with more skeptical crowds. But sitting in an adjacent throne, context is now queen. Whether you’re streaming a single event or producing a webinar with many presenters, there should be a beginning, middle and end to a very personal story that resonates with each unique participant.

DO get your audience to participate

The days of passive audiences are over – audiences are more likely to engage with brands and organizations when it’s a two-way conversation. Therefore, it’s crucial to allow for audience involvement in the form of online Q&A, polls or even quizzes. Consider tapping into a second screen solution to accompany the virtual or hybrid event. Try interviewing an attendee and letting them be the star during a streamed session or get a large group involved in a dynamic chat room. What matters is letting presenters and audiences have the most intimate relationship possible. 

DON’T use the wrong tech for the wrong crowd

These are exciting times, bringing forth a constellation of brilliant and accessible digital technology options. But what’s good for the Millennial goose is not always good for the Gen X gander. In other words, know what types of digital media and event technology resonate with your audience. For example, younger participants might prefer a “light-weight” virtual event optimized for mobile devices, requiring minimal login processes. More mature audiences might prefer a more secure login with richer content and higher-production-value – since they traditionally have more disposable income and in turn may be more inclined to transact through a paywall.   

DON’T make it a one-time event

Repurposing content is the smart way to keep an event going long after it’s over, whether that’s in person or online. Ask yourself how can you continue to leverage the content in different digital channels. Some examples include producing bite-size videos for YouTube, recap blog posts, sharable slides and audio content for iTunes or other podcast outlets. Of course, providing sessions or speaker content behind paywalls can greatly help manage costs and audiences seldom have a problem paying for what is relevant and valuable. What’s important is that your virtual event is part of your year-round marketing strategy – 365, 24/7.

DO get sponsors involved

Audiences come first, but sponsors are the backbone of events, including virtual events. Sponsors can easily be woven into webinars, videos or other platforms in nonintrusive ways. Due to the fluidity of online events, package levels can be developed that come with different commitments and price points. A blend of large sponsorship packages and customized items will help you reach a wide selection of potential sponsors.

DON’T forget about metrics

Digital tech is second to none when it comes to capturing specific lead information and audience data. Most of all, it will help your brand’s ROI and optimize KPIs. Some software packages and providers even offer built-in dashboards or support that can break down your audience and event performance, and make the story easier to tell.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact