Event Marketer September 2021 - 16

e
PLANNING
The beauty of virtual events is that organizers
are often able to book talent they
couldn't have secured for a physical event
because of the scheduling, fees and security
protocols involved. What's more, brand
specialists who might pop into a virtual
event to answer questions often aren't able
to attend an event in person. That makes
rightsizing expectations both internally
and for attendees paramount as brands
return to the physical realm.
This sentiment hits home for Schultz,
who counted Bill Gates among speakers at
the virtual Spark conference.
" We were able to tap speakers that we
would probably never get in person, " she
says. " We had Bill Gates as one of our keynoters.
We had two Nobel Prize-winning
women sitting down. We had Anthony
Fauci's boss, Francis Collins. So I'm channeling
that to go back to our executives to
rightsize expectations... It's much easier
for Bill Gates to hit record and show up
on a screen than it is to fly and get security
and all of that. I think getting speakers will
be a barrier. "
Toubas agrees. " Some of the benefits
you have of the virtual connection is you
could bring in your engineer, you could
bring in more people who wouldn't be
able to come and be a part of a customer
meeting in person. "
PROVIDE A FRICTIONLESS
EXPERIENCE.
When it comes to in-person networking
in particular, brands should consider how
they can remove barriers to create the
smoothest, most comfortable experience
possible for attendees who have become
accustomed to simply turning on a screen
and clicking a few buttons to participate.
" I look at it as what barriers can we
remove to make those meetings more
possible for people, setting those safety
standards so that there's a comfort level
and they relax a little bit more to be able to
have those connections, " says Schultz. " As
much as I've loved meeting apps and technology
to connect people before, I feel like
that might get in the way as we return. So
is there an opportunity for us to just make
it as easy as possible? And I think starting
small will make that a lot easier. "
USE DATA TO HELP INFORM THE
IN-PERSON EXPERIENCE.
Leveraging attendee data collected from a
16 EVENT MARKETER SEPTEMBER 2021
ILLUMINA
HYLAND
MULESOFT
virtual event can, and should, help inform
your in-person pivot strategy. An event
is only as successful as its least satisfied
attendee, after all.
" Start by looking at the data and metrics
you collected from the digital event, "
says Umland. " Digital events gave us more
detailed data to own the customer experience.
My tip would be to lead with the
customer outcome in mind. What do you
want your attendees to take away from the
event? Map out the attendee experiences,
journeys and connect them directly with
business outcomes. "
-Kait Shea
eventmarketer.com

http://www.eventmarketer.com

Event Marketer September 2021

Table of Contents for the Digital Edition of Event Marketer September 2021

Event Marketer September 2021 - 1
Event Marketer September 2021 - 2
Event Marketer September 2021 - 3
Event Marketer September 2021 - 4
Event Marketer September 2021 - 5
Event Marketer September 2021 - 6
Event Marketer September 2021 - 7
Event Marketer September 2021 - 8
Event Marketer September 2021 - 9
Event Marketer September 2021 - 10
Event Marketer September 2021 - 11
Event Marketer September 2021 - 12
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Event Marketer September 2021 - 14
Event Marketer September 2021 - 15
Event Marketer September 2021 - 16
Event Marketer September 2021 - 17
Event Marketer September 2021 - 18
Event Marketer September 2021 - 19
Event Marketer September 2021 - 20
Event Marketer September 2021 - 21
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Event Marketer September 2021 - 25
Event Marketer September 2021 - 26
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