As more and more virtual events take place, a clear trend has been the increase in the number of attendees. Attendees are no longer limited by logistical, financial, or health-related restrictions to travel, and the pandemic is providing them few other options for social and commercial interactions, learning, and entertainment. As an example, more than 500,000 people visited Adobe’s virtual Summit last spring, almost 16 times more people than were expected to attend the originally planned live event.
Until live events return in whatever new formats arise, it’s important for companies and organizations to take advantage of these increased numbers. There are distinct advantages available now, along with an excellent opportunity to build towards the future. With increased attendance rates, virtual events offer companies and organizations a larger audience to which to engage, as well as a higher potential ROI.
Some ways to generate success from these increased numbers of attendees include:
- when pricing tickets and monetizing sponsorship or promotional offers, consider the increased attendance and lower production cost of virtual events – which increases the ROI;
- establish your expertise on the industry or topics being covered;
- invest in platforms that integrate your audience into the event and make it easy to continue their participation and interactions with you after the event itself;
- bring on top-tier subject matter speakers and influencers as the costs are now lower due to zero travel and accommodation costs;
- studies have shown that 10% of registrants attend on-demand, so be sure to provide on-demand content in a readily accessible format; and,
- above all, foster the connections and long-term relationships with these attendees to create or expand your online communities now and into the future.