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.