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How to Effectively Promote a Virtual Event
Were you planning an event that has now had to go virtual due to the COVID pandemic? Then, you’re in good company. A lot of businesses and organizations have had to make substantial changes to their in-person events and take on new tactics to make these virtually accessible. Conferences, conventions, fundraising events, symposiums, and much more have had to look to technology and tools to make their content something that can be accessed remotely.
Not all events have survived the pandemic. Many have been cancelled outright, while others have struggled to retain their normal-sized audience. However, the silver lining is that some events have transitioned well to a virtual platform and even used this an opportunity to reach more people than ever before. How can you put your business’s event in the best position to thrive virtually? Let’s talk about ways to effectively promote your next virtual event.
First, start by understanding your audience.
Who usually attends your in-person event? What motivates them to do so? When you switch to a virtual format, your target audience may shift. You’re no longer limited by geography, but time zones may still be a consideration. Take a fresh examination of who you aim to reach. Then, tailor your promotions to reach specifically these individuals.
Next, set realistic goals.
Is your event likely to attract 20 people or 2,000? Sure, we always hope to grow attendance and attract large numbers, but this may not be realistic for your type of event. Determine what defines “success” for your event. Is it the number or attendees, amount of sponsors, or profit? It’s quite possible that none of that matters and instead it’s the reach of your message that’s most important. Every event will define success differently.
Then, budget accordingly.
Marketing and advertising for your virtual event needs to be a healthy line item in your budget. After all, you’re competing again so many more virtual events than ever before. Effective and frequent advertising will help you cut through the noise. Even if your event is free to attendees, you will still need to spend a little bit of money to promote your event. Consider what you stand to gain from the success of your event – branding, new clients, sponsorships – and create a promotional budget that reflects this value.
Finally…monitor and adjust.
It’s likely virtual events will be the trend for quite some time. So pay attention to what marketing is most effective, and increase that for the next time you plan an event. There is always something you can learn to make you more successful in the future.
For a 60 second recap of the points covered above, click on the newest Mid-Atlantic Media Hub’s Media Minute below!
If there’s more you want to know about how to effectively promote a virtual event, especially amidst COVID-19, we are here to help. Reach out to us today!