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How to Shift to a Virtual Event Strategy

Updated: Mar 18

As we move beyond the COVID-19 pandemic, PrimeAlpha continues to thrive in the digital realm—a space we've navigated since our inception over five years ago.


While quarantine protocols have faded into the past, the lessons learned during that era have shaped how we approach business scaling and marketing through technology, especially within the realm of virtual events.

Virtual Event

Here are the updated considerations for integrating virtual events into your marketing strategy:

Strategic Fit: Evaluate whether shifting an in-person event to a virtual format aligns with your marketing goals.

Marketing Integration: Virtual events should be a key part of your marketing mix, enhancing and complementing your overall objectives.

Expanding Reach: Leverage virtual events to engage a wider audience who might not attend in-person events due to geographical or logistical constraints.


For example:

  • Large conferences: Consider partnerships with virtual event platforms.

  • Intimate service provider-hosted events: Opt for specialized virtual event companies.

  • Self-hosted intimate events: Manage these through self-directed virtual platforms.


Data and ROI Evaluation: Regularly assess whether participation in virtual events yields valuable data like attendance lists and contact details. If access to such data is limited, weigh if the ROI justifies the costs.


Provider Negotiations: When selecting a virtual event platform, ensure negotiations include access to essential participant data to maximize your investment.


Content Suitability: Determine if the content is appropriate for a virtual format or if other methods, like pre-recorded videos, might be more effective.


Planning Timeline:

  • Immediate Events (within weeks): Quickly decide if a webinar format can meet your event's objectives.

  • Short-term (within months): Plan to replicate the interactivity of in-person events with virtual networking tools and interactive sessions.

  • Medium-term (3 months): Virtual events remain a prudent choice to ensure participation while keeping public health in mind. Start promoting early for a robust digital turnout.


Personalizing Virtual Events:

  • Define Goals: Understand both your objectives and those of your audience, which could range from education to networking.

  • Audience Considerations: Recognize the diverse commitments of your audience, potentially impacting their ability to engage with longer or multi-day events.

  • Live vs. Recorded: Decide between live or recorded based on the content's nature and audience engagement preference. Recorded sessions allow for editing and convenient viewing, while live events facilitate real-time interaction.


Choosing a Platform: Your choice between live or recorded content will dictate the platform, which should support features like live video, interactive chats, breakout rooms, etc. Popular options include Zoom, GoToWebinar, Vimeo, and Google Meet.


Backup and Continuity Plans: Always have a plan to address potential technical issues.


Post-Event Engagement: Use social media to announce and reflect on the event, reaching out for support to maximize visibility.


Looking Ahead:

Incorporate a virtual element in all future events. Consider maintaining year-round engagement with events like virtual series and consider how evolving production values can enhance the attractiveness of your events.


In summary, the post-COVID era doesn't signal the end of virtual events but rather an evolution, where they are integrated more seamlessly into our broader marketing strategies.

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