‘Faceless’ Digital Events Risk More Harm Than Good
When the Covid-19 lockdown was introduced in March, the impact it would have on the marketing industry was almost immediately understood.
And this was felt perhaps most acutely around the events schedule, which for many brands is a mainstay of their marketing strategy. Whether huge industry exhibitions or more intimate customer roundtables, in the blink of an eye, they were wiped from the calendar. At best this might lead to wasted time and effort, at worst significant budget might have been lost.
While a major overhaul of the events strategy has been required, the answer has been around for some time now. Virtual events are not a new thing, but suddenly find themselves thrust to the top of the marketing agenda, as companies look to leverage content already created and use it to engage with their audience where they work. Most likely, this is now in their homes. The goal remains the same, only now it has to be done in a virtual environment.
The temptation, particularly at a time where spend is under such scrutiny, would be to look to an open source platform to quickly and easily invite customers to a virtual event. Firms offering this sort of solution are certainly seeing an increase in usage.
Just because the event is virtual doesn’t mean it should be devoid of personality.
All this knee-jerk reaction would create is a ‘faceless’ event that will fail to build any affinity to your brand. Think of it as no different to a digital event. Essentials like personalised branding and an exceptional, personalised experience for attendees should not be compromised. Indeed, they do not need to be compromised, for the sake of speed.
It is important to note that the physical events industry is not dead, despite the death knell being sounded by an assortment of commentators.
Face-to-face engagement will be more important than ever when it is safe to do so, but for now, digital is the way forward.
Some fear that there is no way to give delegates a VIP experience if they aren’t in the same room as you. At EC, we are creatives at heart – and love problem solving. One of our clients running a digital event was faced with the same problem. That is why we came up with a solution to send food and drink via Deliveroo straight to the homes of VIPs while the event was taking place. As we have said before, just because it is a digital event doesn’t mean you should sacrifice quality.
This is why we are proud to think outside the box and solve the problems our clients are facing, from something as big as an overhaul of their events strategy to the finer details like food and drink delivery.
For more information, do get in touch with us.