What's Your Longer-Term Strategy for Virtual Events?

Dan Hickey | 06.12.20
Topics: Events, COVID-19
The disruption caused by COVID-19 for associations still lingers and will do so in various capacities for the foreseeable future. However, there are signs that the initial distress is starting to dissipate. As we enter the third month of the COVID-19 pandemic, associations have had some time (keyword being some) to assess their event strategy for 2020. While some organizations are beginning to collect their bearings around their event strategy and planning, many organizations are still struggling with the transition from an in-person event to a virtual or hybrid event.


lt-virt-strat

We have seen organizations take different tactics to handle the disruption caused by COVID-19. Numerous associations outright canceled events scheduled in the spring or early summer. Others transitioned quickly to leverage platforms that were already familiar to their staff and attendees (e.g., Zoom, GoToWebinar). Some selected an event management platform based on the event requirements readily available and conducted their event with a minimum viable product mentality.

Given the circumstances, attendees have been quite forgiving in their attitudes toward the quick transition and most likely will continue so through the next few months. However, as attendees get more acclimated with the various platforms, their levels of expectation will rise.

The intent here is not add to the collective anxiety that associations are already experiencing (we all know there's too much), but rather to encourage organizations to switch from reactive to proactive tactics and consider developing a long-term event strategy.

Questions to consider:

  • How does your event content factor into your overall content strategy?
  • Do you need to continue to offer all the content during one event or can some of it be incorporated into subsequent events or webinars?
  • How do your existing collaboration applications and event management platforms integrate with/complement your technology ecosystem?
  • How might potential solutions allow you to repurpose content from virtual events in some other format, either to raise non-dues revenue or underscore the value proposition of membership?
  • Are there new pricing models that should be considered?

At DelCor, we realize that there still are many associations with events and conferences taking place in the immediate future that will require quick planning and resource adaptability. However, for those who have a little breathing room, we suggest taking the next step of developing a long-term strategic vision for your events

Virtual Event Technology Strategy


About Dan Hickey

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