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Key Takeaways
- The biggest reason that virtual events fail is that companies try to simply produce them as a replica of an in-person event.
- By clarifying the outcome, observing your audience, narrowing the content, nominating the right presenters, engaging with the audience throughout, communicating the value and taking action after the event is over, you will have a successful virtual event.
We have all been to traditional events — trade shows, in-person meetings, client gatherings. Sure, they play a significant role, but they are no longer the only way to build relationships and move opportunities forward. The world of business events has changed — permanently. The question isn’t whether to use virtual events; it’s how to use them effectively to build trust, create engagement and close business.
Done well, a virtual event can position your company as a trusted advisor, deepen relationships and accelerate the sales cycle. Done poorly, it becomes just another ignored webinar, a “non-event.”
Why virtual events fail
The biggest reason that virtual events fail is that companies try to simply produce them as a replica of an in-person event. That doesn’t work. I know this from firsthand experience.
I worked with a large customer during Covid-19 on a virtual presentation. It was a flop. They had planned an in-person event and just thought they would run it, as is, for a livestream. I tried to explain why that would not work but I could not get through to the key decision-maker. At the start of the event, things seemed to be fine, but it did not take long for attendees to start to drop off, and by the end, there were just a few diehards still there.
This experience illustrates some key learnings.
You cannot command the same attention virtually as you can when you are standing face-to-face with your audience. The content must be altered to be consumed virtually. And do not try to cover the same amount of information in a virtual presentation as you do in person. Companies often choose presenters that are not “camera- friendly.” They might be passable with a live audience, but they put the virtual audience to sleep.
My CONNECT framework
Over the years, I have helped produce a variety of virtual events for global giants and smaller, innovative companies. The ones that really made an impact were packed with content, highly produced and fun. Yes, fun — not the dry, training type of presentation, but personal and interactive. To make virtual events repeatable and effective, I developed a simple framework called CONNECT. That is because the real goal of any virtual event is to create connection at scale. So, what does the acronym stand for? Here is the brief explanation.
C – Clarify the outcome
Every successful virtual event starts with clarity. Before you think about content or speakers, define the result you want. If…
Read More: Why Your Virtual Event Flopped — and 7 Ways to Make It Better
