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- Digital events offer greater opportunities than just an adequate response to the corona crisis
- Digital events – Do´s and Don’ts
- What are the advantages of digital events? What are the disadvantages?
- Questions and answers about digital events
Digital events offer greater opportunities than just an adequate response to the corona crisis
Until recently, digital events led a shadowy existence despite the apparent immense cost and time advantages. No long journeys, no expensive hotel and event costs. But with the Corona virus, suddenly interest is here. At present Digital events are “without alternative”. Because they are currently the only safe way to exchange information on a larger scale and even across national borders.
Webex and Skype are no substitute for events
To say it right away: Webex and Skype are not a substitute for events and have nothing to do with digital events. Yes, it is possible to share a PowerPoint, see each other and talk to each other. But let’s be honest, a sequence of various lectures with PPT presentations is hard to bear even “live”.
Unfortunately, it is not enough to record the events on an event stage with one or two cameras and simply stream them on the Internet. Because the viewers on the screen are spoiled. Their viewing habits are influenced by highly professional TV experiences.
So, what makes a good digital event?
A successful digital event requires its own agenda. Simply implementing an existing live event concept in a digital format is not enough.
However, many of the well-known event guidelines remain: we all recall our last business event. Which lecture is the one we remember best? It was the one where the speaker took me on an adventure ride through the topic. PowerPoint was probably also there, but they were informative as well as surprising slides, which were always just the “add on” to the lecture (or better: to the performance). There was a sense of dramaturgy throughout the whole process with topics, interaction, entertainment and most importantly – lots of networking.
That’s what makes it so difficult on a digital level. Spreading motivation, team spirit, leadership strength digitally requires even more personality, skills, content and last but not least, a lot of rehearsing. Dramaturgy is the determining factor. Because if viewers get bored, they switch off. And it’s even easier online – at the touch of a button.
Digital event “1st Airbus A380 to Lufthansa” by Kontrapunkt
Kontrapunkt accompanied the first delivery of the A380 to Lufthansa with a major digital event: True to the motto “Be part of it”, Kontrapunkt made the Lufthansa A380 community part of the event through a live stream and the use of social media. Original messages from Twitter and Facebook were integrated live into the production and impressively illustrated the worldwide enthusiasm for the first LH A380.
So digital events are more like a TV production, but they offer far more: The digital interaction possibilities with your participants are numerous. This creates an active involvement in the program and a feeling of togetherness even over long distances.
The new possibilities are vast. Suddenly you cannot only motivate 500 managers for the new strategy, but all employees on all continents at the same time.
With the right technical partner, you can stream your event securely to all locations, actively involve colleagues in Mexico City, Chicago and Shanghai and enable global commitment within the company. This is new, exciting, different. Maybe this is exactly the right moment to enter the world of digital events. As an experienced partner, Kontrapunkt is at your side to design your individual digital event that fits your ambitions, your brand and your target group.
The rapid increase of digital/virtual meetings in the last weeks has significantly increased the acceptance of participation in virtual events. In the long term, this will develop into a new form of hybrid events.
In the future, events will be staged for two different target groups. For the participants on site, but at the same time for digital participants. The most important aspect of both formats is the live component.
The digital conference will differ significantly from the real conference and the two conferences will certainly not always run completely parallel to each other. This will massively increase the range of events in the future. We are facing a major, very exciting change.
Guest management & minimisation of the Corona infection risk using konquadrat
The Corona crisis also presents organisers with significant organisational challenges in guest management: The minimisation of the risk of infection through targeted measures and the traceability of infection chains is required. Our participant management system konquadrat offers secure and DSGVO-compliant documentation of all attendees.
After all, the recording of personal data is not only about information on the guests, but also about all those involved in the background. A secure and professional solution for the area of participant management is therefore a prerequisite for compliance with official requirements. With konquadrat processing participant data, it provides this solution before, during and after the event:
Communication before the event
- 1Digital and online-based master data administration of all relevant individuals
- Maximum number of participants: Allocation management
- Division into groups (e.g. for time slots)
- Query options (e.g. to control risk factors)
- Document upload (e.g. for evidence or declarations)
Management of participants during the event
How can requirements be met on site?
- Division of guests into check-in groups
- Contactless check-in process
- Real-time documentation of the individuals present
- Access control in other areas of the location (e.g. workshop rooms)
- Seat assignment via interactive seating tool
How does the documentation succeed?
- Saving of personal data (guests and employees) according to DSGVO and regulations
- Seating plans for tracing possible chains of infection
- If ordered: Transfer of the data to the competent authority
Digital Events – Dos and Don’ts
- You need content adapted to the digital format and very good speakers with a special “show talent” in order to attract as many participants as possible and to bind them to the broadcast over a long period of time.
- The preparation does not require less time and effort, but rather a different one. Therefore, a good project plan for the organisation as well as enough preparation time is needed.
- The transfer must be stable. A technical failure is the worst case. This concerns primarily the “transmitter”, but also the “receiver”.
- Like at any live event, you have to offer a clear added value for the participants (What’s in for me?)
- One should not try to convert an existing live event into a digital event, but must develop a new concept, with a special dramaturgy that takes into account the new medium, the target group and the objectives.
What are the advantages of digital events? What are the disadvantages?
- Less absence of own employees in the office due to travel to/from events
- New format arouses interest and curiosity
- Target group / group of guests can be much larger, since only an Internet connection is required.
- Lower inhibition threshold for more participation and honest feedback
- Targeted acquaintance of new contacts is possible through filtering (interests, branches, topics)
- Climate friendlier (waste avoidance, flight shame, etc.)
- Better evaluation possibilities for follow-up of topics, speakers, sessions, etc.
- Costs per participant are reduced
- Emotions and a sense of community are more difficult to convey digitally (information comes from the gut and the heart to the head)
- Technical malfunction risk – with the transmitter as well as the receiver (Internet connection, firewall settings, company internal IT guidelines)
- Less spontaneity – more difficulties to address guests directly and individually
- Speakers need even more “show talent”, because the hurdle for switching off is lower and there are more distractions lurking on the laptop than sitting in the audience live
- Networking “over a beer” is easier than on a laptop – lack of personal contact
- Time difference for global target groups
- Fewer senses are addressed, which reduces the overall experience and creates fewer lasting memories – this is essential, especially for product presentations
- You get out of your daily environment even less, which might interfere with your attention and creativity
- The supporting program is missing, which always constitutes a “rewarding character”
Questions and answers regarding digital events
Digitisation must begin now
Current developments are giving an unexpected boost to the digitalisation of events. Especially in B2B communication, it is not possible to completely abstain from events. Especially in the field of marketing and communication, the saying “you can’t not communicate” applies. Internal conferences and meetings were and are therefore not “nice-to-have”. They are simply indispensable for communicating clear goals and strategies to employees. This is all the more true in times when face-to-face communication is not possible and uncertainty among employees increases.
Are there also going to be digital trade fairs soon?
But what is the answer for trade fair organisers? This industry is currently being hit particularly hard. Trade fairs are special events and an essential element in marketing. Because at a trade fair the industry meets, new products are presented, complex products are explained.
Even before Corona, leading trade fairs like the IAA had to reinvent themselves. Organisers of every trade fair are currently feverishly searching for answers to counteract the decrease in the number of visitors. Does it still make any sense at all to present products at high cost that are more or less exchangeable with those on the neighbors stand?
For some years now, the marketing answer has been: “More festival, less product presentation, more content, less tinsel. For agencies like Kontrapunkt with a clear focus on content, this also offers opportunities. Because storytelling and concrete benefit generation will certainly be much more important in the future. After all, a well implemented digital marketplace may be sufficient or have you ever seen Apple at a trade fair?
How can new customers be acquired with the help of digital events?
Winning new customers – the supreme discipline in marketing. The digitalisation of events offers opportunities for acquisition here, which may be “left behind” in analogue. It already begins with addressing the customers. With consistent digital advertising of the event you will reach the right people. Those who buy your products today and, above all, tomorrow and the day after tomorrow. With the right SEO strategy, you will be found on the Internet, the web presence of your event will provide information before the event even begins and influencers will reach targeted audiences that cannot be reached at all by analogue methods.
But the best thing is, digital events are new. So, it’s worth taking a look at diffusion research. According to this, it is the innovators and early adopters who are the first to use the latest technical achievements or the latest variants of products. And these customer groups are extremely solicited in marketing.
How can I get in contact with visitors of my Digital Event?
- Match-making and feedback tools also help to better map individual interests of my visitors. This way concrete questions and wishes can be derived much faster and more efficiently from non-binding visits.
- Web broadcast services are ideal for communicating face-to-face with your visitors at a digital event. Because 70% of what is said reaches the listener via facial expressions and gestures. This is why it is so important to use the (new) video tools for your event.
- But also the classic chat can be very helpful at digital events. Because we have found that it is much easier for a participant to ask questions or make comments in a chat than to speak up at a real event. In our experience, participants are much more involved in digital events than in real events.
So, there are many ways in which you can get in touch with your visitors at your digital event. Let’s talk about your requirements in detail! We would be happy to design a tailor-made concept for your next digital event.