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OCTOBER.

6 months and 29 days. 30 weeks. 213 days.

On March 17th, 2020 we closed our office and geared up for what we optimistically thought would be just a few weeks before going back to normal. 213 days later, this is our normal. We turn on our video, we say “you’re on mute” kindly and urgently, and we patiently accept the technical difficulties that come with staying connected to each other. This is October.

As the seasons change just outside our window and the morning air turns crisp, I can’t help but think about the other seasons we’ve experienced this year. The seasons that you feel but don’t see. The ones that aren’t marked by a signature drink at Starbucks. So I’m back on the blog, writing to bring you on my journey of reflection, things I’ve learned, and what season DE finds itself in now.

SURIVAL

March through May was spring on the battlefield. Dynamic Events, like the rest of the world and industry was in survival mode. These three months were a barrage of decisions we were never prepared to make. Although these were some of the hardest months of us as a company- they were filled with adrenaline, compassion, unity. I watched as my team snapped into action, we turned decision making data around in record time, we redefined how we communicate with our team, and solidified that our core values can remain unchanged even when the world is doing nothing but. Out of these months were born a bruised and battered team, who could look each other in the eyes and know that we’d do anything for each other. The trust built in this uncertainly is unlike anything I have experienced before, and it is something I will forever cherish as a leader.

REBUILDING

What summer brought was a season of rebuilding and learning. Getting creative in what avenues of opportunity to explore, no matter how narrow they might have been. We knew that this point that digital events had made lasting impact on our industry and with the hope of hybrid events ahead of us (even if far ahead) we knew we had to learn the world of digital and become experts in it.

Knowing this, we saw and seized opportunities that pushed us far beyond of our comfort zone and set us on a learning curve that would shake the confidence of even our most seasoned team members. We grew comfortable in saying “I don’t know” and reveled in the time spent figuring it out together. Oh my god, was it messy. A flaming dumpster fire catapulted into the sky, might not be the most eloquent way to describe it…but definitely the most accurate.

Out of these efforts came unexpected growth in the late summer. Through our creative efforts, we saw our workload grew exponentially and our team was challenged to execute as experts, all the while being active learners. We executed digital events big and small for what is now the most diversified client base in our company’s history! Summer came celebration, long overnight shifts, and the exhausting joy of doing what we love full force again. With tired but grateful hearts, we said bye to summer headed into fall.

REALITY

With pumpkin spice came the reality of 2020. Change had come in droves, but in this season I felt another change in myself and in the team. Back in March, when faced with the choice of fight or flight, we chose fight and never once did we consider flight. After 6 months of fighting and of asking the same from our team, what you have is a group of incredible people who are pouring everything ounce of energy they have left into making sure we end the year where we need to be.

We are loosening our hold on our hopes big and small. Going back into the office, executing in-person events, going to concerts, traveling the world- these dreams a little farther than just a few months away now, but they are not gone and we’ll hold onto that. We’ll hold onto each other, we’ll find refuge in the trust we’ve built, and we’ll show gratitude for being able to look beyond the next week and start planning for next year.

As a leader I have been humbled by the passing of these seasons and feel more prepared than ever to welcome the next. My hope is that some, if not all, of our journey thus far resonates with yours that you reach out, that we share our stories, and tips and tricks on how to pilot this dumpster fire. So cheers to you, to your teams and the seasons you’ve all experienced. We’re in the homestretch of 2020, and even if that means nothing come January 1, 2021, we’ll start the new year knowing we’ve made it through all of our bad days thus far, and that is a success rate we can all count on.


-Jamie

NO BOOTH? NO PROBLEM!

As the world continues to grow more comfortable and more confident in the digital event space, one of the most challenging experiences to reimagine is the expo hall. How do you take what was a buzzing room, full of energizing tactical experiences and face to face connections, and reimagine it in a digital space? We’ve had the opportunity to be a part of the evolution of the digital expo concept for the last few months and have learned some things about how to help you and your sponsors continue to meet their event objectives.

So if it’s not callings dibs on prime spots on the expo floor, building out booths, and ordering carpet…where do you start?

GET DOWN TO BASICS

Like with any event, you want to determine new or shift existing objectives. Clear objectives will help set you on the path to create the most impactful digital experience for your sponsors and attendees. Things to noodle on:

YOUR SPONSORSHIP GOALS- Many are falling into the trap of exhausting their efforts in translating their physical event sponsor goals into a digital space. However, we’ve learned that a digital experience means rethinking your goals, and not simply translating them. Be realistic about your sponsor goals based on your network of partners. 

WHAT YOUR SPONSORS VALUE– Networking and face to face conversations in an Expo Hall were the bread and butter of live events.  Rethinking sponsorship doesn‘t mean sacrificing what your sponsors value most!  Connect with your sponsors and learn what their marketing goals are for sponsoring your event and tailor an experience to ensure those goals are met. Once you know the why, in your sponsors engagement, these values will be your northern star in creating your sponsor packages. 

METRICS THAT MAKE SENSE– Think ahead and determine what metrics you can provide your sponsors that make sense. Providing detail on what they will receive during and after the digital event that will give them real time data insights on their return on investment.

YOUR EVENT PORTFOLIO- Think big picture and long term. What are the goals for your overall event portfolio across the company, and do your sponsor objectives align to them?  Can you create an opportunity for a longer-term sponsor agreement to not only sponsor all your digital events, but webinars, social meet ups, and eventually live events again that provide not only revenue, but mutually exclusive brand awareness and opportunity.

GIVE EM WHAT THEY WANT

Ensuring that your sponsors get the most out of their investment is crucial to sustaining any sponsorship sales model, but what are some creative ways that you can enhance their return of investment digitally? This is where things start to get fun! The goals that are top of mind for sponsors can fall under four main pillars that create opportunities for creativity and innovation within your event. Below are those four pillars and some ideas we’ve seen success in!

als that are top of mind for sponsors can fall under four main pillars that create opportunities for creativity and innovation within your event. Below are those four pillars and some ideas we’ve seen success in!

PIPELINE GENERATION

  • VIRTUAL SPONSOR BOOTHS– Create a sense of place. Whether you are utilizing a virtual expo floor or a simple directory, create custom landing pages that let your attendees know they’ve entered a space dedicated to your sponsors. Landing pages, live chats with representatives, opportunities to explore products and meet one on one to learn more from experts will allow your audience to feel like they are able to learn, connect, and explore.   
  • EXPERT MEETINGS– Create opportunities for attendees to request and schedule one-on-one sessions with sponsors who are qualified in their area of expertise. Expert meetings are efficient ways to filter out the tire-kickers and unqualified swag-grabbers and allow sponsors to meet with the right attendees. In addition to positioning the company and individuals within the company as experts, these meetings also serve as excellent vehicles for gathering qualified leads.

BRAND AWARENESS

  • CUSTOM SITE BRANDING– Make the most of your website real estate! Identify key areas where sponsor branding can not only enhance the design of your website, but also create additional opportunities for your sponsorship packages! Everything from landing page banners, registration site features, session and presentation branding, to fully customized lead generating pages.  
  • BUMPER VIDEOS– Short but engaging videos utilized at the start of keynotes, before each pre-recorded session video, or in those awkward transitions during live sessions are a great way to raise brand awareness, create consistency in your content, and create a sense of place for your top sponsors.

THOUGHT LEADERSHIP

  • PARTNER LED SESSIONS– Offer sponsors the opportunity to present a session with either live, simulive or on-demand content. These sessions work best if they are customer case studies or educational as opposed to product pitches. These sessions make great lead-generation opportunities for sponsors. Just make sure to add a registration screen or permission checkbox so that attendees understand their contact information will be shared with the sponsor.
  • PARTNER LED LABS / Q&A SESSIONS– Is your sponsor hosting or participating in a session? Add value by offering them an opportunity to sponsor a live, post-session Q&A. Consider having a representative from your organization host a live Q&A with the sponsor. This gives attendees the opportunity to interact with sponsors and colleagues. Another option: Have attendees submit questions during the session for presenters to answer during the post-session Q&A. 
  • SPONSOR MEETINGS– Make the most of your meetings off the “expo floor”. In contrast to expert meetings, in these sessions, sponsors can sell and demo freely. Have sponsors designate multiple people available to meet during designated time slots. As with expert meetings, make attendees aware that their contact information will be shared with that sponsor, and give them a disclaimer check-off.

ATTENDEE ENGAGEMENT

  • HAPPY HOUR & FIT BREAK SESSIONS– Sessions don’t have to be all work and no play. With some creativity, you can pull together out-of-the-box sessions that generate buzz. Bring in a celebrity bartender, for example, for a live-streamed demo to break up the formality. Ask the mixologist to craft cocktails around the sponsor theme. Get creative with fun options. We’ve seen Netflix party streams, yoga, mindfulness and fitness breaks—even virtual dance clubs. You can gate these sessions with permission check-ins to collect leads.  
  • DIGITAL PASSPORTS FOR BOOTH ENGAGEMENT– Create a digital passport feature that gamifies an attendees sponsor experience! Digital passports can work in using codes or Easter eggs that can only be retrieved by engaging with a sponsor. Once their digital passports are filled, they are able to submit them for a virtual prize! Prizes can be anything from eGiftcards to 15min meet and greets with your top executives or thought leaders

VIRTUAL BOOTH? NO PROBLEM!

Generating leads, raising brand awareness, becoming an established thought leader, and connecting with customers and prospects are not things that need to be sacrificed in the digital world! Approaching change with a creative and solution based mindset will open the doors to a wider audience reach and more thoughtful engagement. No one is an exception to the current learning curve, but everyone can contribute to the innovation born from it!

“SHOOT- I GOTTA MAKE LUNCH” – A NEW ATTENDEE EXPERIENCE

For most attendees, attending an event in-person is an experience that starts well before day 1. Months before, attendees are connecting with their communities, planning meet ups, and earmarking which booths with the newest products they want to visit first. The good news is that with digital events, that hasn’t changed. If anything communities are stronger, wider reaching, and on an almost effortless global scale. 

But what has changed? And what do you need to keep in mind when designing your attendee experience?  We’ve learned a few things that might help you create a more thoughtful and inclusive agenda and experience for your attendees in the digital landscape.  

YOU HAVE ARRIVED 

There nothing quite like arriving at the airport to signage welcoming you to the city hosting the event you’re attending. You have arrived. There’s nothing like walking through the main doors to the exciting buzz of your peers. You belong.  

Switching to digital does not mean forgoing that sense of place. Being intentional about your registration process, about your day 1 welcome and kick off, and about branding throughout your event, can ensure that your attendees know- even from their living rooms, that they’ve arrived.  

Work with your registration, marketing, and content teams to ensure that your branding is consistent, the voice in which your communications are written to your attendees align with the culture you want to foster at your event, and to be confident that your speakers, sponsors, and partners, help to further that feeling of belonging to something bigger.  

YOU HAVE FOMO (Fear of Missing Out) 

The reality we’ve all come to know so well is that life at home is a whirlwind of multi-tasking from conference calls and emails to helping with homework and making sure everyone is fed…it’s a Groundhog Day we’re all learning to navigate.  

Your attendees are no longer physically detaching from their normal lives and traveling to your event. They no longer have the focused dedicated intention to fully be immersed in the experience. How does that change how you approach your event?  

Make sure they don’t feel like taking a moment to help with homework, to make lunch, or to run an errand is going to make them miss out on valuable content. How?  

  • Make time for life. Take into consideration the time zones of your attendees. Build into your agenda, breaks for what would be considered a normal time for lunch or dinner, or schedule repeat pre-recorded sessions during those times. Consider making your event days shorter so that attendees can better balance their commitments. 
  • Help with tricky time zones- Where possible, list session times in more than one time zone. This not only helps your attendees with scheduling real time, but also avoid the frustrations that might come with missing a live session, because of a simple miscalculation or misunderstanding.  
  • Mind the international dateline. If your event is global ensure that your live activations are scheduled at a time where the majority of your attendee base can attend, and when possible record those live sessions for those who may not be able to attend the keynote at 3AM their time.  
  • Provide your content post event. Just like any event your attendees will need to manage their time and pick and choose sessions and experiences. Providing as much recorded content post event, allows attendees to prioritize their limited time, but also provide the comfort of knowing that they can run that errand and still watch that session afterwards!  

YOU ARE VALUED 

Inclusion is something different for everyone. The way you curate your agenda can be impactful in making an attendee feel valued, belonged, and included in your event. Affording the families, the caretakers, the breadwinners, and the life-long learners the time and freedom to balance their life, is a step to a more inclusive world. It is thought, intention, and recognition of humanity now that will not go unnoticed.  

#EventGoals HOW THEY CHANGE WHEN YOU GO DIGITAL

RETHINKING YOUR EVENT GOALS  

Many are falling into the trap of exhausting their efforts in translating their physical event goals into a digital space. However, we’ve learned that a digital experience means rethinking your goals, and not simply translating them. Be realistic about your return on investment, dream big on your audience reach, and think ahead in how you can continue to utilize your content after your event.   

KNOW WHAT YOUR AUDIENCE VALUES

Networking and face to face conversations were the bread and butter of events. Rethinking attendee and expert engagement doesn‘t mean sacrificing what your audience values most! Using digital pre-event polling tools or deep diving into historical event evaluations, ask your audience or search for what they value. Is it interactive digital sessions? Tactical demos? One on one expert meetings? Once you know the why in your audiences’ engagement, these values will become your northern star in setting your event objectives.  .  

METRICS THAT MAKE SENSE

Think ahead and determine metrics that will help inform decision now and for the years to come. Beyond our current need for digital events, evaluate the metrics you have historically used as key performance indicators and use those as a basis when creating new ones to determine your idea of digital success. Using historical metrics has a starting point will help create consistent and relatable data points for future decision making and set the tone for the success of your entire event portfolio digital and beyond.   

RETURN ON INVESTMENT

Where budget was once was allocated to physical signage and food and beverage- digital events call for a different kind of investment. Making sure you have the right platforms and tools to optimize your audience experience and interaction is where you should prioritize your investments. Understanding where your budget will go and how that spend can impact your audience engagement and add value to your event is key to ensuring you meet both your objective and financial goals. 

YOUR EVENT PORTFOLIO

Think big picture. As a brand, what is your vision for experiential marketing? What are the goals for your overall event portfolio across the company, and do your event objectives align to them? Experiential marketing is different for everyone but can be a pivotal tool for brand awareness and community building. Determine where your event falls within your big picture and ensure that what you create drives your brand forward long term.    

DIGITAL EVENT CUSTOMER SERVICE: SCALING BIG, SCALING FAST AND SCALING FOR SUCCESS

As we continue to execute digital events, we’ve noticed the consistent trend of exponential increases in attendee registrations and a wider global audience reach. To put it simply- a digital event means more people and more people means- you guessed it, more people looking for support.  

Take the usual sight of attendees lined up at the registration counter, each anxious to get their event underway, but may need some help navigating their experience and getting their bearings- and make it digital! Although the frequently asked questions are no longer “can I get my badge reprinted?” or “which way to room 123?” we have identified some common questions in digital attendee support that you can your team can prepare for as you execute your digital event.  

NEW Q’s ON THE BLOCK

By far, the area where attendees need the most help is logging in. If the event went from an in-person experience to a digital one, it may be that they registered a month ago and can’t remember their credentials, or maybe their browser is caching a different account and is causing technical issues with logging in. Whatever the reason, your login page will receive the highest traffic on day 1 and throughout your event! With that being said, attendees will be reaching out for support to make sure they are able to access their schedule builders and most importantly the full event experience! So how can you make sure you’re prepared for that morning rush? 

SQUAD UP

How do you know what kind of volume you will see? Well, get out your crystal ball! Knowing how much support will be needed and when is a bit of a guessing game in the beginning. Our advice? Assemble the Avengers. If this is your first digital event, being overstaffed on the customer service side of things is ideal! It would be a success if by the end of the day some people are twiddling their thumbs- this means you ensured there were enough resources available for all attendees to receive support in a timely manner. 

The alternative? Without enough resources to support, attendees are unable to log in, unable to access sessions or navigate through the event platform, and you have loose one engaged attendee and gain one frustrated attendee who did not find value in their digital event experience.  

So, how do you support that many requests quickly and efficiently?  You need to scale not only your team, but also your processes! 

PLAN UP

So you’ve assembled your team and everyone is ready and raring to help! Now what? Now you determine your plan of action! With larger teams, you have more hands in the pot, more chefs in the kitchen- and you need to first get organized! 

Our best advice is to use a ticketing tool! Ticketing tools allow you to tackle a substantial amount of requests quickly and efficiently. The market is not lacking in these customer service ticketing tools and based on the functionalities you and your team are looking for- there is one out there for you! We have found the best tools for us are those associated with email-based support as that is the main venue attendees use to get in contact with the support team. 

Work with your teams to develop a workflow that works for you! Divide your team into categories based on their knowledge base and provide a clear path for escalations. An example is “Generalist” and “SMEs or subject matter experts” Generalists field questions from the front-line and escalate the more complicated requests to the group of SMEs. This allows generalists to most efficiently respond to common questions from attendees and by routing the complicated tickets to the SMES, tickets can be triaged more effectively. 

Once your teams are divided by skill and knowledge level- it’s crucial you define clear roles and responsibilities and share them out with the entire team. This ensure that in the chaos of day 1- your teams know exactly that they need to be executing on and that their execution aligns to you’re the overall customer service strategy.  

TRAIN UP

You have your tool, your roles and workflows, and a team eager to jump in- now it’s time to show them how! For some, this might be the first time managing through a ticketing system, for your seasoned customer service team these maybe new workflows, and for some- it all might be brand new! Set your team up for success by investing in time dedicated to training so that when it’s time to execute the team and confidently use the tools and leverage the decision-making power outlined in their roles.  

Start with outlining the event, it’s objectives, and the audience demographic to provide context and event knowledge that allow the team to connect with the big picture. Then dive into your customer service goals, objectives, KPIs, workflows, and R+Rs. This ensures everyone is working towards the same customer service goals.  

To build confidence in new tool, make sure to give ample time for your team to poke around in the tool! Shoot off some test tickets, and give the teams a chance to assign, reply, and escalate.  

Leading up to the event, work with your broader teams to understand and document anticipated frequently asked questions, both from a general event standpoint as well as anticipated technical issues.  Use these FAQs to generate dynamic, templated standardized responses your staffers can use.  Knowing what the biggest issue could possibly be, you can craft templated responses that pull in standard copy for a reply but also pull information associated with that record (I.e. first name, last name, etc.) which can help triage the inquiry even faster.   

Host a Know Before the Show meeting just days before the event. A few reasons for this: 1. Let’s be honest, up until this point the details for the event are still being ironed out. Hosting the KBTS closer to the event date ensures you are sharing out final details/experiences with the staffing team. 2. It will give your team the refresher they need to move through inquiries quickly day of and 3 It gives you time to build out final templates to be used on live days.   

RAMP UP

As attendees get excited for Day 1 you will see a steady increase in the number on inquires that come through! We’ve seen this pick-up as early as a week out from the event. With that in mind, we recommend using a ramp up model for support and to tie it to any milestones from your MARCOM plan. For example, you may want to schedule more staffers the day of/after your tools launch as you will likely see an increase in ticket volume. 

SUIT UP

Digital events mean scaling big, scaling fast, and scaling for success. Daunting right? But with the right tools, a little extra preparation, clear communication, and a team dedicated to going the extra mile – you can make your vision of success a reality!  

EXECUTING CONTENT AT YOUR DIGITAL EVENT

WHAT’S THE DIFFERENCE?

Imagine the difference between the Indio Dessert and your living room… Coachella might be a tough one to recreate digitally, but impactful and innovative content doesn’t have to be. Going digital is a powerful way to spotlight your thought leaders and to close the physical gap between like-minded peers to generate new ideas for a future that needs them.

The absence of flashy booths, covetable swag, and enticing activations in a physical space opens the door for more thoughtful, poignant, and purposeful content delivery that adds a different kind of value to your attendees. Going digital means a production where your speakers and your content are the stars. Through experienced coaching and active behind the scenes support, your stars can take the big screen and be ready for “action”!

FEATURE FILM? MINISERIES?

Understanding your event objectives will be the foundation to establishing your content strategy. Your content strategy, your sessions types, and the tools you use will determine the engagement of your audience. Be mindful of your audience type and what is valuable to them. Breakout sessions, poster sessions, birds of a feather groups, and panel discussions- are just a few different physical experiences that translate into equally, if not more, impactful digital experiences.

CASTING

You may already know them- they are your veteran speakers, your super-bowl half-time performers, and your Oscar winners. Those are your spotlight speakers. But what about your rising stars? Untapped potential can be highlighted through a digital event where those who thrive in digital storytelling can also take the stage. A digital call for speakers is not new to our world, but digital storytelling can open the doors for a wide pool of new content creators.

GET YOUR STORY STRAIGHT

You have your event objectives determined, content strategy in place, and your cast selected- it’s time to get your story straight. Making sure your content is curated, cohesive, and consistent is important to your digital attendee experience. Taking a larger than life stage and taking it to the 23inch desktop monitors of your attendees takes thoughtful digital content creation, captivating visuals, demos, and brand cohesion. Your speakers should understand the event objectives and help to represent your brand through their content.

BEHIND THE SCENES

It takes a village. Make sure your speakers feel ready and supported on the technical stuff so they can focus on the speaking stuff. Avoid the awkward silence and the “the video isn’t playing” moments, by rehearsing with your speakers, doing digital tech checks, ensuring they have the proper connection and equipment and aren’t left on their own to speak, manage the virtual room, and troubleshoot technical difficulties.

For more tips and and tricks from experts- check out this webinar featuring Jamie Timperley on how to Effectively Train Your Speakers for Virtual Events.

TIME FOR YOUR CLOSE UP

While a glam squad my not be necessary for your speakers, there are a few cosmetic efforts that can be made to their space that can impact the value of their sessions. A natural or branded background, forward facing lighting, and consistency in attire can help enhance your audiences engagement with the speaker, establish your brand, add credibility to your sessions, and avoid the viral “t-shirt turned green screen” moments.

LIGHTS CAMERA ACTION!

Whether you’re streaming live or pre-recording, making sure that you have the goals in mind, your teams in place, and your speakers primed will ensure that your digital event can be a summer blockbuster hit. Your speakers will feel prepared to lead and encourage intentional dialogue, your attendees from all walks of life will feel connect, and you will have in your hands the tools and content to continue telling your story beyond time and distance.

THE WRAP PARTY

What is a summer blockbuster hit? Going digital means access to attendee metrics unlike ever before. Where physical tracking can be in accurate and difficult to manage, when you go digital, you are able to determine what your success metrics are and leverage tools that help you get valuable post event speaker evaluations, audience insights, and data in hand to determine your next event strategy.

READY?

So, what about the details? Time zone and scheduling management, call for speaker processes, speaker training, and session catalog publishing? If you’ve got the big picture, don’t sweat the small stuff. Dynamic Event has been at the forefront of content and speaker management and our team of experts can help you ensure your audience gets the most out of your digital event experience.

Hi. WE’RE DYNAMIC EVENTS.

Over the last few years, we’ve been laser focused on growing our team and executing events, and admittedly our engagement with our online blog platform has fallen to the wayside. Our last blog post was in 2018 and it’s now 2020, so it’s seems like a re-introduction might be in order. Hi, I’m Jamie Timperley, CEO, and we’re Dynamic Events.

We started 2020 with goals of growing smarter, of investing in our team and professional development, and of taking the time to make data driven business decisions with sustainability in mind.

It’s now April 2020 and everything has changed. Like everyone, our lives, our industry, and our world has been blindsided and turned upside by COVID-19. As a company, we have had to shift our focus and resolve that our new goal was not to sustain, but to survive. There is no handbook of “what to do in a pandemic” and nothing could have quite prepared us for the decisions we’ve had to make and the challenges we’ve faced. However, in this time, I’ve learned to lean on my amazing leadership team and their guidance and perspective; I’ve learned to mirror the compassion and understanding of our incredible team; and I’ve learned to rely on the generosity of my mentors who never hold back on sharing their knowledge. We haven’t made it to the other side yet, but we’ve learned so much and come so far.

That’s why we’re picking up our pen, as it were, and jump starting our blog again! We know there are others out there, small businesses, event planners, and customers looking for new ideas, best practices, and helpful guidance during times when it seems like we’re all building the plane while it’s flying. We don’t have all the answers, but we want to share with you what we know and what we’ve learned so far.

Over the next few weeks and months, we’ll be updating this blog with guidance around digital event execution, everything from content management and speaker readiness to how to create a digital expo floor. We’ll also share what we’ve learned as a company navigating unpredictable times. We hope that these resources will help you in our journey, and that you too will share your learnings with us!

So here’s to brighter horizons, to staying home, and to resetting the password to this blog! 

– Jamie

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