Virtual Events and Why You Should (or Shouldn’t) Run One Nick Giallourakis
Agenda • Who Is Nick Giallourakis • Why Are You Here and What Happened?! • Making the Move (or not) to a Virtual Event • Tips on Structure/Schedule and Promoting • How to Keep a Client Happy? • What to Look for in a Virtual Event Vendor • Example Sponsor Package • Q&A
Nick Giallourakis • 12-year professional in digital media • Managed all large virtual events for Penton Media • Founder and CEO of Gilly Media • Co-Founder and President of Elephants and Tea • Executive Director for The Steven G AYA Cancer Research Fund • Follow up with Nick – Nick@fightconquercure.com
Why Are You Here & What Happened?!?! A Global Pandemic, that’s what happened!
Why Are You Here? (Organizations) • In-person Event Postponed or Cancelled due to COVID-19 • Looking to Engage Audience in a New Way • New Revenue Source
Why Are You Here? (Individual Sponsor) • An event you were exhibiting at was cancelled/postponed • Looking for new leads • Wanting to spread you brands mission, thought leadership, etc. etc.
Making the Move to a Virtual Event Is this the right move or not?
In In-Person Events vs s Vi Virtual Events ts Michael Nelson, a longtime expert in the format and former CEO of the virtual event platform 6Connex and former Executive at ON24 had this to say on Virtual Events: “Brands kept approaching a virtual event as a physical event, rather than a digital one. The big mistake was people trying to do this one-to- one comparison with live, in-person events.”* *https://www.foliomag.com/time-for-virtual-events/
Multi-sponsored Single-sponsored events One-Day Events Sponsor driven, with Editorially driven events with collaboration to develop sponsorship levels to sell and content. drive revenue. These could also be a spin-off or tie into an Types of existing in-person event or conference. virtual events 24/7 Virtual Hubs Fundraising Events Open year round with Looking to raise money for a webinars, resources, etc. for nonprofit or cause. Trying to either multiple sponsors or replace a walk, run, gala, etc. one single sponsor.
“By failing to prepare, you are preparing to fail.” - Benjamin Franklin
Talking to Your Audience “This is such low -hanging fruit that I almost didn’t include it as a strategy. Asking your customers or potential readers seems like such a simple thing to do, but sadly it’s rarely done.” - Joe Pulizzi Founder, Content Marketing Institute
Setting th the Fou oundation
Setting the Foundation for the Virtual Event • Will they attend the event in a virtual format? (PLEASE ASK THIS!!!!) • What topics are they interested in? • What kind of content do they find most engaging? • What Time of Day is best to run the virtual event? Talk to YOUR Audience
Rese esearch Meth thods • Online Surveys • Focus Groups • One on One Interviews with Stakeholders
How to Structure and Promote a Virtual Event? Listen to Your Audience!
Review what times and days the audience prefers Only focus on topics the content wants Think about yourself – how would you want to Listen to Your interact? Audience Is this during or after the Social Distancing? What is realistic? Be Focused!
Main Lobby Webinar Schedule Main Areas of a Virtual Event Structure Exhibit Hall Forums Networking Lounge or Other Areas Communication Center Resource Center
Be Focused on Topics Tracks are Helpful but avoid having too many Webinar Schedule 30min to 45 mins of Keep 15min breaks in- content w/Q&A between sessions
Move important and People will trickle off Be mindful of people’s sponsored sessions to as the day goes on time the front of the day Webinar Schedule Do not expect people to stay 2-Day Events – Caution! logged in all day
Tips on Promoting So…who wants to party?
Listen to your data Strategies vary by market How to Get the word out sooner then later to avoid list fatigue Promote a Virtual Event? Focus most promotions closer to the launch date Work with speakers, partners and sponsors to help promote For Free events expect 30%-40% of registrants to attend live
How to Keep a Client or Sponsor Happy? We like their money and want to keep it ☺
Be Upfront and Honest Set the Expectations Keeping a Sponsor Happy Go above and Beyond Reporting
Move a sponsored webinar to front of schedule Do not have overlapping webinars Keeping a Sponsor Happy Have the Q&A session in their booth Promote gamification for participating in Q&A
SIMILAR CONCEPTS AS AN MAKE SURE TO LEAVE TIME GAMIFICATION HELPS JUST IN-PERSON EVENT IN-BETWEEN SESSIONS FOR LIKE IN-PERSON EVENTS PEOPLE TO VISIT Keeping a Sponsor Happy - Exhibit Hall HIGH PAYING BOOTHS MORE ONLY 3-5 ITEMS PER BOOTH HAVE Q&A IN BOOTH VISIBLE
What to Look for in a Virtual Event Vendor? Too many options…HELP!
Reporting is what sets vendors apart There are several vendors All have the design capabilities – simply is best The Right Do they offer day of support? Expect Issues! Vendor Is there a self-service option? Webinar set up – Live or Pre-recorded Gamification is encouraged for engagement
Attendee Engagement Score Tracking the “audience journey” What Are the Best Metrics? Who downloaded what items? Sponsor Access to their own areas
Example Sponsor Packages Let's make some money!
Example Sponsor Packages Platinum Package - $20,000 Gold Package - $14,900 Silver Package - $8,900 Bronze Package - $3,900 • Keynote Webinar • Exclusive Webinar • Sponsor Editorial Webinar • Booth • Platinum Brand Placement • Gold Brand Placement • Branding on webinar and • Branding on website website • Exclusive eBlast to audience • One Asset included in “Grab • Reporting Included • Booth pre & post event. bag” • Booth attendees and engagements • One Asset included in “Grab • Booth • Reporting Included bag” • Webinar reporting • Reporting Included • Booth • Booth attendees • Full Registration List and engagements • Reporting Included • Full Attendee List • Full Registration List • Webinar reporting • Full Attendee List • Booth attendees and engagements • Webinar reporting • Booth attendees and engagements
Thank you! But before we jump to the Q&A…
To support The Steven G. AYA Cancer Research Fund please visit: https://give.classy.org/SGAYA2020
Q&A Session nick@elephantsandtea.com
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