Pandemic trends that came to stay: online events
The pandemic context we live in has brought many consequences to various sectors of the economy, particularly to the events sector, which has seen the presence of the whole world go online. With vaccinations, the hope of a face-to-face return increased, however, the trend of online events came to stay.
There are several advantages of online events, in addition to being mandatory, a consequence of the period we live in. First of all, these types of events have a greater reach and a greater possibility of internationalization — anyone can attend an event on the other side of the world just by using the Internet. Besides, online events bring together a set of lower costs, since you don´t have to rent a space and hire services from suppliers, security, and cleaning. Finally, although face-to-face events can also generate content, it’s easier to transform online events into other formats, to later be multiplied on various social networks.
The promotion of the respective event must consider the established objectives and its target audience. Thus, Content Marketing has the ideal tools for the information to reach the intended people. We can share the event on a blog, using this tool to demonstrate how the topics covered are relevant and should be discussed; we can also use podcasts, and in this communication channel we can promote a debate that raises the curiosity for the event.
Social Media can also be great allies to share the blog article, the podcast episode, and the event itself. On Facebook, it is important to create an event that reminds your followers of what and when it will happen; on LinkedIn, groups help spread the word; through Instagram, you can collect opinions from followers, using the tools that this social network offers.
Email Marketing may seem like an old tool at first sight, but the truth is that it can be a great help to get information about the event to existing contact bases. Therefore, the topic can be included in newsletters or even in a specific email just to raise awareness about the event.
In the current context, the impact of influencers on the consuming process of brand recognition is undeniable and, therefore, it is also important to involve influencers related to the topic under discussion in the event’s shares. Why not invite them to be speakers or even attend? If it’s a topic that resonates with them particularly, they’ll share it.
Finally, there is a need to emphasize what to do during the event so that, afterwards, the topic continues to be debated. It is extremely important to record everything so that, later, excerpts can be shared on social media, asking for opinions on what is being discussed with followers, for example. The recording can also be used to make a video that summarizes the entire event in a few minutes. It is also essential to try to thank and get to know the opinion of those who were present, so at the end of the event, a thank-you email can be sent to all participants with the request to complete a survey.
