What to Do with That (Now Obsolete) Event Plan: You DO Have Options

Posted by Tanya Hartsoe

May 4, 2020 1:34:00 PM

There it is – the line item in your budget to attend conferences and events. It’s always a key marketing and sales strategy for engaging with both current and potential clients. But now, amid COVID-19 realities, those conferences and events are either cancelled or being converted to virtual programs. Even events later in the year are in serious question, leaving a sizeable gap in your budget—and your ability to personally connect with prospects and customers. It’s time to look at other options…and there are some solid ones.

The value of person-to-person interaction will never go away. But in today’s current crisis, you need to pivot to other means of connecting. Refocus your existing events budget on new business development and outreach strategies, including options like sponsoring online events and creating your own virtual events.

Let’s look at the 3 biggest benefits of shifting your event plan dollars to online alternatives:

  1. You can create a scalable experience—and easily customize the experience to your audience.
  2. You can increase audience engagement—expanding your geographic range and reaching those who otherwise may not commit to attending an event.
  3. You can garner more from online analytics—to more precisely engage with your audience.


The Choice Is Yours…

There are many types of online alternatives to in-person experiences. Choose one that suits your abilities and resources or consider a mix of options involving virtual events, livestreaming, and videoconferencing. Here’s a quick list of just some of your options:

  • Recorded Webcasts
  • abc-event-planning-gallery2Live Webinars—with or without continuing education credit
  • Live streaming interviews
  • Recorded Interview series
  • Town hall-type online meetings
  • Demonstration videos
  • Zoom-on-in online conferences
  • One-on-one or small group videoconferencing

It’s important to view virtual events not as limited, good-enough-for-now presentations, but as value-added, engagement-focused opportunities. When done well, these online events can be impactful, effective, and financially beneficial to your business going forward.

In-person event popularity is certain to rebound when we get on the other side of COVID-19, as people will always value the physical, face-to-face experience. In fact, it’s a good idea to think about reintroducing smaller events down the road, such as regional meetings, lunch & learns, local breakfast events, etc. But there’s no denying that marketers who digitally engage their prospects and customers now will be better positioned for continued success when the live event makes its comeback.

So while you’re planning your pivot and considering what to do with your now obsolete event budget, we want you to know that Quantum Age Collaborative is here for you. We’re hearing it everywhere we go today: “We’re in this together.” Well, we really are…and we can help you get started on a new path or improve the one you’re already on—all with the goal of growing your business and securing your future success. Contact us today.