You've been to them. I've been to them. We all just try not to talk about them.
Crappy virtual events and presentations. They're our weekly burden and our secret shame as marketing-oriented folks in the quarantine era. As 2020's conferences and networking events evaporated amid the pandemic, they were replaced like hydra heads by multiple digital events that emerged in their place.
Luckily we can learn from each other, and it's never too late to improve. Virtual events aren't going anywhere anytime soon, and you can bet that just about every event will at least offer a hybrid virtual experience well into the future.
In this week's issue of the Adweek magazine, two of my favorite event hosts—work-and-life partners Nate Nichols and Steffi Behringer, founders of Allyship and Action—explain the formula behind their high-energy and highly attended events.
If you're an Adweek Pro subscriber, you should definitely check out their advice for how to create events that don't suck.
A few highlights, which I certainly agree with:
• User experience: "People are used to accessing their content with three clicks on a remote control or three taps on a touchscreen. In other words, your audience doesn’t want to have to create a set of login credentials."
• Programming: "Who is your favorite late-night host, and why? Think about their energy, charisma and tone. You want moderators, emcees and virtual hosts to be as enthralling and engaging as your favorite host."
• Creativity: "You need to work at designing and producing creative that will leave an emotional impression at every step of your audience’s livestreaming experience. Your registration page is the movie avatar on Netflix or the album cover in Spotify. It must connect your viewer to your brand’s emotional benefits."
What about you? What traits, perks or details have made some virtual events better than others? Which ones have been most memorable for you in these past few months?
I'd love to hear your thoughts, so hit me at the email below or at @Griner on Twitter.
My biggest advice as someone who's attended, hosted and coordinated quite a few events over this year? Aside from the simple but important things like lighting, preparation and testing your setup in advance, I really think it just comes down to energy.
If you bring confidence and excitement to the conversation, it'll definitely have an effect on the crowd. So don't let the technical glitches and awkward moments distract or derail you. Just keep going with the confidence that people WANT to be there, and they won't mind a few bumps along the way as long as the momentum is there to keep them engaged.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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