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Virtual Event – 522 Productions
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Don’t Drop The Ball After Your Event

[vc_row][vc_column][vc_column_text]After a successful virtual event, Iona Senior Services wanted to maintain those special relationships that are more easily built during in-person events. 522 collaborated on a post-event thank you video that expressed the people inside the organization and their passion for the mission and the community.

Great!

You promoted your event and drove registration – check!
You increased engagement in your community through the event – check!
You worked your butt off, measured your outcomes, celebrated your success, captured your lessons learned, and now you… wait until next year?

Ummmmm…. No.

Your organization’s hard work has built momentum with an interested and even further engaged audience. CAPITALIZE! Post-event promotions help you increase your efficiency for future events and keep the conversation going through your online content.

Now that your top of mind for your attendees, let them know you appreciate them, double down on that initial promise you made to get them to attend, and encourage ongoing interaction.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Let your audience know how grateful you are for their engagement.” tab_id=”1596748264537-555d1963-3a47″][vc_column_text]With anything online, you still can miss that human-to-human interaction. With the right video, you can at least convey the emotional part of that interaction. Show your appreciation for attendees, show the excitement the speakers or participants shared on a topic, or just play some of the funny moments that everyone can laugh at as new inside jokes for your community event.

A few different video approaches that can help you get there include:

  • Testimonials
  • Highlight reels
  • Thank you videos

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Double down on the benefits promise you made to encourage attendance” tab_id=”1596748264558-6fc09ccf-e35c”][vc_column_text]Go back to your pre-event promotional messaging. Delivering on the promises made to initially capture your audiences’ interest is key to ever getting their attention again. Of course your event was stellar and it provided all the great information that your audience wanted from it! Let’s just make that clear and easy to remember. It’s like branding – the more you hear it and see it, the more you will remember and keep it in mind.

Think about the benefits you promised.

Was it to network and engage with industry leaders around a certain topic? Share some of the event highlights, Q&A action, or thank your speakers and sponsors with the highlights.

Was it to train an audience on your platform or services? Remind them of the key success factors through a tutorial-type clip.

Was it to gather donations and build awareness for your mission? A success video can make your participants feel good about their support and possibly even share and advocate.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Encourage ongoing interaction within the community” tab_id=”1596748350187-f03d8c91-5aea”][vc_column_text]So no one is walking out of your online event with a bag of pamphlets, stress balls, selfie-sticks, pens, and water bottles. And you probably already have that post-event email scheduled (if it’s not already out) with all the attachments and follow-up material. Don’t both of those things feel kind of the same? A lot of information that you might go back to at one point, but then get too busy with what’s next to dig through the goodies again?

Remember how you initially captured the attention of your audience to get them to participate in the event? They’re still there! Through the event, you have created so much content that can be enhanced, animated, and bite-sized. Keep the conversation going and build on that.

A few different video approaches that can help you achieve this include:

  • Online Resource promo videos (landing pages, downloadable material, contact information, etc)
  • Social Series clips
  • Case Studies and Testimonials

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Driving Registration for Your Event (3-Step Plan)

[vc_row][vc_column][vc_column_text]522 collaborated with Iona Senior Services to prepare their annual giving luncheon that would have been in person if not for the pandemic. It was a new journey for both IONA Senior Services and their potential supporters. By providing an emotional appeal with examples of real-life experiences provided through services, we created an invitation to join and help.

Driving registration for your organization’s event might be considered the most daunting task when it comes to event planning. Your organization might have a great message but if nobody is there to receive it, what’s the point?

As a Video Production Agency, our primary goal is to create content that stands out amid all of the content in the world and resonates with your audience in a way that drives action. Simply put, when it comes to driving registration through video, we’ve got your back.

SO – what messages should you share with your audience to drive registration? Here’s our 3-step plan that we handle with our clients to help you make it happen.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_tta_accordion][vc_tta_section title=”Step 1: Leverage your existing channels to engage with your audience. ” tab_id=”1596747249859-06b2bf8a-c821″][vc_column_text]Where and how does your audience currently engage with your organization? Do you engage through newsletters, social media, webpages, table hosts, podcasts, sponsors, regional events? When it comes to driving registration (or even general marketing) it’s important to remember that every channel that you leverage has a purpose, a message, and specific audience. Knowing this information helps you take and distribute content in the right way, through the relevant communication channels, and with the most effective calls to action.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Step 2: Curate messages so that they resonate and incentivize your target audience to attend. ” tab_id=”1596747249893-75a46c79-532a”][vc_column_text]Now that you understand your distribution channels, goals, and target audiences, it’s important to craft messages that resonate. Remember, every person is struggling for time and your organization is always competing with other events, priorities, and messages. Define what success for your audience is and make sure they understand the benefits for attending your event.

Highlight Your Content
Plan in advance how you intend to promote your content across the different channels for the relevant audience segments.

Before Your Event Promotions: To drive registration through video
Sometimes the social events and location help to drive the registration for in-person events. When moving to a virtual event, you will need to be more clear about the event approach so that it’s not overwhelming or confusing for the audience. Get them comfortable with your new event approach.

Promoting the valuable content will become the key to success. How will your attendee benefit from participating? Pre-event teasers to highlight the content and pitch the incentives can help you communicate the right information to make an impact on registration. Examples video styles for this can include

  • Event promos
  • CEO message
  • Social teasers
  • Animated explainers
  • Landing page promos

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Step 3: Create Active Momentum Ahead of the Event” tab_id=”1596747375441-7e7d7581-ac1a”][vc_column_text]Now that you’ve captured your audiences’ attention across your different communication channels, get them to participate in relevant ways. When you already have an active community base, taking one more step to register and then actually attend becomes less of a hurdle for the participant and more predictable for your organization. Here are just a few ways you can think about facilitating some engagement ahead of the actual event:

  • Polls that may help capture baseline understanding and interest in featured session topics
  • Surveys about what factors within a topic your audience would like to dive deeper into within a session
  • Facilitated live Q&A sessions with a content provider, speaker, or sponsor

These options can be leveraged across any platform. All social platforms are built for engagement through chats, forums, and even live video. Not only can this help increase interest in the topic itself, it can gain excitement from the speakers and spark the initial action on the audiences’ part that will result in momentum on engaging with your brand within the context of your upcoming event.

Ultimately, there’s a lot to consider across all phases of an event. Make sure you’re getting the support and guidance you need from your partners.

Want to chat? Let’s do it![/vc_column_text][/vc_tta_section][/vc_tta_accordion][/vc_column][/vc_row]

New Event Landscape

[vc_row el_id=”next”][vc_column][vc_column_text]The Water Environment Federation converted the largest conference for water professionals in North America, WEFTEC, to a virtual format, WEFTEC Connect. 522 collaborated with WEF to create an event teaser with one goal – drive registration among their audience. We used an approach that included imagery, music, scripting, and animation, to help remind the viewer of energy within rushing water itself.

Over the course of the year, organizations have adapted to a seemingly never-ending set of new challenges. In an effort to adapt and move their businesses forward, we’ve seen a tremendous shift in the reliance of virtual marketing, resources, and events.

For many organizations, events have served an integral role in achieving their annual strategic initiatives. Whether these events help to raise funds, build relationships, cultivate opportunities, recruit students, or share significant highlights for your communities, it’s important to consider the new event landscape and possibilities as you adapt and create new strategies to push forward through new challenges.

Below, we’ve outlined the top 5 factors to consider as your organization plans for their next event:[/vc_column_text][vc_tta_accordion][vc_tta_section title=”The Virtual Possibilities” tab_id=”1596745328754-46369906-ca10″][vc_column_text]With the increased reliance on virtual events and hybrid events (includes both virtual and live components), it’s important to understand that virtual elements (in some capacity) are here to stay. Here’s why:

  • 80% of people attend virtual events for educational purposes
  • 78% of planners are taking their events virtual
  • 1000% increase on virtual events since mid-March

The inclusion of virtual elements for events world-wide has become an immediate opportunity to engage with a larger audience (described below) and has allowed for organizations to focus on the content of the event. With in-person events, promotions often centered on the location or social components. Now, not only should you focus on the content itself but also the incentives for your audience to attend. How will they benefit from attending your event?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Facilitating Engagements” tab_id=”1596745328784-a61b7083-eb36″][vc_column_text]One of the greatest benefits to a virtual event or a hybrid event is the new ability to engage with a wider audience. With in-person only events, the registration will be dependent on schedules, travel, time-off, and other challenges that could prevent someone from attending. With virtual components of the events, such as resource libraries or online sessions, folks have more of an opportunity to work around those challenges and not only attend your event but engage through the whole process. For example, when you’re promoting your event, you should consider those that might not have been able to attend but now can be a newly engaged member of your target audience. Additionally, virtual components allow for your audience to remain engaged post-event. With videos, testimonials, resources, libraries, and more, you can keep your audience focused on your content and engaged with your brand.

Don’t forget, many people who attend in-person events are there to network with you and others in your industry. So it’s important to keep that element in mind and help facilitate those types of engagements as well![/vc_column_text][/vc_tta_section][vc_tta_section title=”Highlighting Sponsors” tab_id=”1596745421311-f9a3a5a6-8e6f”][vc_column_text]Perhaps the most daunting component of any event is recruiting and managing sponsors. Sponsors can be a truly beneficial element because they help with two very important goals. Raising funds and networking.

Ideas for how to highlight sponsors in a lucrative way through your event

  • Gamification
  • Web Page Promotion
  • Video Teasers for Session Intro/Outros
  • Video Testimonials
  • Sponsored Social After-Events
  • Logo Promotions
  • Sponsor Newsletter and Engagement Ops

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Defining Success” tab_id=”1596745490844-a878f614-3cdd”][vc_column_text]While 45% of marketers use virtual events to drive pipeline, other goals can include:

  • Build brand awareness
  • Generate leads
  • Create and accelerate sales pipeline
  • Drive revenue
  • Retain customers

Before your event, it’s critical to understand the purpose of the event and what metrics you will be using to gauge success. Because success looks different for every event, here are some metrics to consider.

  • Engage and educate prospects
  • Opportunities Created
  • Attendee Satisfaction
  • Deals Closed/Funds Raised
  • Number of Attendees
  • Stay on Budget
  • Social Media Exposure
  • Engagement Metrics

What are we trying to do with this event?
What messaging or themes should we consider?
How will this event benefit the company 3-6 months from now?
How much budget and internal resources are required to execute on this event?
Who needs to be involved in the planning/promotion process?
What agenda would appeal most to our audience?
What kind of speakers/presenters do we need? Should we consider customers?
Will this be a customer event? Prospect only? Or mix?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Maximizing ROI” tab_id=”1596745600442-10f460cc-96e9″][vc_column_text]

  • Event Registration Process
  • Appointment Scheduling
  • Video Technology
  • Pre-Recorded Events v. Live
  • Technology and Integrations
  • Event Website
  • Resources
  • Testimonials
  • Recorded Sessions
  • Desired Outcomes
  • Event Partners (ex: Video Production)

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