virtual event marketing

This year, with the state of things, due to the pandemic, the event marketing industry, as well as other global events, have undergone significant changes.

With social distancing as the main rule around the world, brands can’t take advantage of in-person events to sell and market their products.

Additionally, with everyone staying at home due to various quarantine levels around the world, many companies have started their shift into a work-from-home setup.

All of these changes have impacted businesses all over the globe; however, many have decided to take advantage of newfound opportunities instead of wondering what to do.

Fortunately, thanks to all of the technology available today, brands and corporations can easily create and package valuable content in personalized and shareable ways, which means the people who would have otherwise attended these events don’t have to miss out on them.

In fact, as many businesses are now discovering, virtual event marketing is a lot more cost-effective while reaching a potentially much wider audience. Although the advantage of physical events is businesses being able to generate a lot of energy and buzz, that’s not easy to recreate in a digital environment, and conferences are a great way to get new customers, virtual events are great for creating a personalized virtual marketing experience for the consumers.

Furthermore, many businesses have found that the customers are a lot more likely to attend a virtual event if they’re able to access the content that interests them instantly, instead of staying for the entire event waiting for the particular topic that interests them.

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By choosing platforms with innovative features and providing high-quality content, customers will be even more interested in attending these events.

Businesses should be looking to create posts and resources that the event attendees are going to find useful on a daily basis, and that is going to be interesting so that they are a lot more receptive to the marketing tactics, and one of the best ways to do this is by creating viral stories.

Businesses have also found that they are able to save a lot on these events because they don’t require travel expenses, accommodation, catering, hiring a venue, merchandise, or any other logistics, and can then invest those savings into creating even higher quality content for the attendees.

One such successful event was Microsoft Build Live, where the company created a lot of content throughout the 48 hour period of the event, where speakers could prepare in advance and rehearse to ensure everything went smoothly and then released a post-event video.

Many corporations are already looking into the future and planning their other virtual marketing events for the months ahead, after seeing the success of these types of conferences.

For example, Apple’s WWDC20, which is one of the biggest events in the tech world, will be held online, and the company already released a pre-event app to prepare its attendees with all the information they need.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.