How to make your virtual fundraiser, sales meeting or trade show exciting and effective

For businesses that have previously relied on in-person events to communicate with customers and staff or for fundraising purposes, it may seem daunting to replicate the success of these efforts. But there are plenty of solutions available to companies seeking new ways to reach their audience.

One solution is to reimagine and restructure your in-person event into an online virtual event. While it may seem challenging to consider how to present familiar content in an unfamiliar setting, don’t worry. The first steps are easy: Structure your online event around elements taken from your traditional event that have been successful in the past, then transition those elements online. A meeting planner or corporate communications specialist can assist you with the actual implementation.

In a traditional meeting there is usually content provided for your entire audience in presentation form, often with graphics and video elements that add interest and promote greater understanding of the material. In many events, there are sometimes additional opportunities available to communicate with smaller groups, in settings that encourage closer interactions — sometimes this is on a trade show floor or during a breakout session or during a cocktail hour.

In a virtual event, incorporating real-time communication among participants is a very important component. Providing the ability for viewers to ask live questions and receive immediate feedback from content providers and experts is valuable, because it keeps people involved and connected to your event. You also may find value in setting up a parallel chat as well, to incorporate the communication activity structured outside of the formal sessions. Providing interactive components in your event is an important tool that keeps participants connected, engaged and logged-on, which can sometimes be a challenge in a on-line situation.

With employees, engagement is less critical, because an employee’s motivation is often built in. They may need specific training, or they want to hear an update from the company about the state of the business. But for audiences without built-in motivations, it is may be useful to offer incentives that encourage participation and continued viewership of your event.

Before the start date of the event, consider offering enticements like enrollment incentives to initially build excitement about your event and boost viewership. Then structure ongoing enticements during the event to keep interest strong throughout the proceedings.

Having a host who acts as master of ceremonies is one solution that assists in engaging your audience. The host not only presents live and pre-recorded content but also a structure, flow and flavor to your event and helps to personalize the experience for the viewer and become the main point of contact for questions.

Imagine a trade show transformed to a virtual event. they have many distinct parts and present opportunities for many types of interactions. Consider that some attendees may be attending to participate in group presentations while others may be looking for discussions with peers, while others might be strictly attending for the purpose of taking advantage of show special pricing in the merchant area.

Planning how to meet the varied needs of your audience will determine how to structure your event. But don’t forget about engagement: Each of these customer motivations that we mentioned may require individualized enticements to keep interest strong and keep people connected to your event.

You might choose to present special offers, pricing and product giveaways to further engage your audience. With data obtained at pre-registration and log-in metrics, you could present your audience specific products or services from you or from your suppliers, tailored uniquely for then.

Enticements are also successful because they generate a buzz around your event and they provide the added value of providing a forum to feature your products and services or those of your partners.

Transforming your internal meeting, sales presentation or training session online may not initially be in your comfort zone, but with a bit of planning and some slight alterations to many of the methods and practices that you already utilize, the events that you are familiar hosting can easily be adapted into a virtual format to accomplish and perhaps even exceed your prior successes.

Good luck, and have a great event!

Eric Frank, an owner of Nashua-based Edify Multimedia Group, a video production and webcasting company that specializes in corporate communications and live event production, can be reached at 603-943-5308 or edifymultimedia.com.