Virtual Event or Trade Show
With the threat of global viruses, weather anomalies and superstorms on the rise, trade shows and events continue to postpone, cancel, respond and develop best practices for safety and security. While no one can predict when a disrupting force may occur, you can prepare to adapt corporate activities in response to these events for maximum effectiveness.
Overview
When a conference or event is canceled, there are several approaches that your company can take to deliver their message to target audiences and make an impact. The approach can range from something as simple as a press release or targeted visibility activities, to a full-scale virtual event.
The following is a framework to help your company determine whether to proceed with an alternate plan and, if so, how to determine the right approach and execution to share valuable news, insights and continue to raise brand awareness and promote brand engagement.
Recommendations
Recommendations fall into two categories: phase one and phase two. The two phases and their related activities are highlighted below and will help your team determine whether to proceed with an alternate plan and how to activate said plan.
Phase One
Phase one is an immediate evaluation of whether or not to move forward with orchestrating a virtual event strategy. The goal is to determine whether alternative engagement with the target audience is needed or if the event can be postponed or combined with a future opportunity.
Are you making news at this event? Is that news dependent on the event, or relevant regardless of the event?
This helps determine the necessity of developing a virtual event strategy.
If you are introducing a new product, making a major announcement or communicating a story that is relevant to the event, a virtual event strategy is recommended.
Is the event still happening regardless of whether your company participates (e.g., a trade show)?
This provides context and environmental considerations for a virtual event strategy.
If the event or trade show is still happening but your company is not attending, Banner recommends a targeted plan that won’t compete with the event.
What is the objective of the event? Are you making an announcement? Are you networking with potential customers? Are you showcasing a new product or technology?
This helps determine the tactics implemented as an alternate to the originally scheduled event.
Depending on the desired outcome, Banner can recommend a solution that helps your company meet their objectives without participating in a live event.
When was this event happening? In two days or in two weeks?
This helps determine the scope of an alternate activity. With more lead time, there can be more preparation for alternative plans.
Banner recommends integrating lead time with your objectives for the biggest impact.
Phase Two
Phase two begins once you have decided to move forward with a virtual event strategy. This phase helps determine what tactics to deploy to reach their target audience and obtain maximum engagement.
Suggested tactics for a virtual event strategy vary depending on the audience and include leveraging earned, owned and paid opportunities:
Press release
Sharing news and announcements via a dedicated press release that
is updated to include any further elements of the virtual event
strategy (like a webinar or webcast).
Newsletter
Leveraging a list of registered attendees or RSVP’s to share company news and announcements with an eye catching and
informative newsletter.
Video
Capturing a launch moment or announcement with a scripted
video and brand imagery in place
of a traditional press conference
or signing event.
Media pitching
Offer your subject matter experts and executives for thirty-minute interviews through phone or video conference to complement a press release.
Microsite
Developing a dedicated microsite or splash page to share with the target audience that reflects the brand and incorporates news, videos, photos and social media for a unique virtual show.
Direct mail
Leveraging a list of registered attendees or RSVP’s to share company news and announcements with an eye catching and informative newsletter.
Social channels
Social media channels present an opportunity to control the message and target it to the right audience.
Advertisements: Using advertising solutions on channels like Twitter, Facebook and LinkedIn, your company can reach the target audience leveraging industry or company criteria, as well as utilize geofencing to reach specific buildings or cities. Additionally, if email addresses are provided for attendees, it is possible to do a reverse lookup to deliver social media ads right to those individuals.
Earned social media: If the event is still happening, still use the hashtag in marketing social media content. Further, harness the voice of your SME and executives, by utilizing their individual social media channels to validate and augment key marketing points.
Webcast or webinar
Reaching and educating the target audience with a live stream to showcase a new product or make a news announcement. The broadcast could be hosted on a company-owned platform, a live social media video, or a unique microsite created specifically for the virtual event.
Overview
When a conference or event is canceled, there are several approaches that your company can take to deliver their message to target audiences and make an impact. The approach can range from something as simple as a press release or targeted visibility activities, to a full-scale virtual event.
The following is a framework to help your company determine whether to proceed with an alternate plan and, if so, how to determine the right approach and execution to share valuable news, insights and continue to raise brand awareness and promote brand engagement.
Recommendations
Recommendations fall into two categories: phase one and phase two. The two phases and their related activities are highlighted below and will help your team determine whether to proceed with an alternate plan and how to activate said plan.
Phase One
Phase one is an immediate evaluation of whether or not to move forward with orchestrating a virtual event strategy. The goal is to determine whether alternative engagement with the target audience is needed or if the event can be postponed or combined with a future opportunity.
Are you making news at this event? Is that news dependent on the event, or relevant regardless of the event?
This helps determine the necessity of developing a virtual event strategy.
If you are introducing a new product, making a major announcement or communicating a story that is relevant to the event, a virtual event strategy is recommended.
Is the event still happening regardless of whether your company participates (e.g., a trade show)?
This provides context and environmental considerations for a virtual event strategy.
If the event or trade show is still happening but your company is not attending, Banner recommends a targeted plan that won’t compete with the event.
What is the objective of the event? Are you making an announcement? Are you networking with potential customers? Are you showcasing a new product or technology?
This helps determine the tactics implemented as an alternate to the originally scheduled event.
Depending on the desired outcome, Banner can recommend a solution that helps your company meet their objectives without participating in a live event.
When was this event happening? In two days or in two weeks?
This helps determine the scope of an alternate activity. With more lead time, there can be more preparation for alternative plans.
Banner recommends integrating lead time with your objectives for the biggest impact.
Phase Two
Phase two begins once you have decided to move forward with a virtual event strategy. This phase helps determine what tactics to deploy to reach their target audience and obtain maximum engagement.
Suggested tactics for a virtual event strategy vary depending on the audience and include leveraging earned, owned and paid opportunities:
Press release
Sharing news and announcements via a dedicated press release that is updated to include any further elements of the virtual event strategy (like a webinar or webcast).
Newsletter
Leveraging a list of registered attendees or RSVP’s to share company news and announcements with an eye catching and informative newsletter.
Video
Capturing a launch moment or announcement with a scripted video and brand imagery in place of a traditional press conference
or signing event.
Social channels
Social media channels present an opportunity to control the message and target it to the right audience.
Advertisements: Using advertising solutions on channels like Twitter, Facebook and LinkedIn, your company can reach the target audience leveraging industry or company criteria, as well as utilize geofencing to reach specific buildings or cities. Additionally, if email addresses are provided for attendees, it is possible to do a reverse lookup to deliver social media ads right to those individuals.
Earned social media: If the event is still happening, still use the hashtag in marketing social media content. Further, harness the voice of your SME and executives, by utilizing their individual social media channels to validate and augment key marketing points.
Media pitching
Offer your subject matter experts and executives for thirty-minute interviews through phone or video conference to complement a press release.
Microsite
Developing a dedicated microsite or splash page to share with the target audience that reflects the brand and incorporates news, videos, photos and social media for a unique virtual show.
Direct mail
Leveraging a list of registered attendees or RSVP’s to share company news and announcements with an eye catching and informative newsletter.
Webcast or webinar
Reaching and educating the target audience with a live stream to showcase a new product or make a news announcement. The broadcast could be hosted on a company-owned platform, a live social media video, or a unique microsite created specifically for the virtual event.
Next Steps
In order to determine initial steps and associated costs, Banner welcomes the opportunity to collaborate with you to make a big impact with your big moment even when there is no “big event.”
Connect with Banner today
Learn how Banner can help you navigate the stimulus package.
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