Digital Event News January 2021 - Page 11

January 2021

Module 1 : Attracting your audience

MEET THE INSTRUCTOR :
NAME : ERIC LOUW COMPANY : THE SOCIAL EFFECT JOB TITLE : MANAGING PARTNER

My journey into B2B events started when I joined The Social Effect in 2015 . Over the past five years I ’ ve helped event organisers with over 200 events in every corner of the globe , helping increase exhibition sales , pre-registrations and attendees .

Are virtual events going to feature heavily as part of the event mix going forward ? What evidence have you seen ?
I think virtual events are a great way to broaden your audience to those that cannot physically attend . Why wouldn ’ t an organiser want to attract more attendees ?
VEI module summary 11
In 2021 it will be a mix of physical and virtual . However , I believe going forward there will be an increased focus on the virtual experience . I ’ m sure we will see the shift to a hybrid-heavy format for 2021 .
Provide a top line overview of the module and what it covers
Marketing Optimization for Virtual Events , or ‘ MOVE ’, is designed to help identify the positioning and digital marketing shortcomings of your event . The module covers the four key aspects of position , target , convert and tune : the fundamentals of a truly smart virtual events marketing strategy .
What unique key teachings will students learn during the module that they can ’ t get elsewhere ?
Firstly , an understanding of the interpersonal relationships between your event positioning and your audience personas , and how to effectively convey value to the right people at the right time .
Secondly , the fundamentals of Conversion Rate Optimization , and how the LIFT model applies to virtual events .
Thirdly , combining the assumptions of what “ will ” or “ should ” work , with the Conversion Rate Optimization mindset .
Top three tips for virtual event organisers
1 . Personalise everything : your event has more than one persona , so make sure you
“ PERSONALISE EVERYTHING : YOUR EVENT HAS MORE THAN ONE PERSONA , SO MAKE SURE YOU TREAT EACH PERSONA ON AN INDIVIDUAL BASIS .”
treat each persona on an individual basis . 2 . Focus on research : you need to make sure your persona research , empathy mapping and audience segmentation is done before every event . Without this , you will inevitably go wrong on your event ’ s positioning and miscommunicate the value proposition . 3 . Make sure you have a robust and well thought out re-engagement strategy . By re-engaging your pre-registrations in the lead up to the event , you will give yourself a better chance to turn them into attendees .
The Virtual Events Institute is the global community for virtual & hybrid events . Through certification training , content , events , and awards , the VEI is creating the next generation of event professionals . Save 10 % on all VEI training courses by using the code MASH10 . Become a virtual and hybrid event expert at www . virtualeventsinstitute . com
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