How do you recognise that a virtual event has been successful?
It’s about determining what you consider to be ROI. Revenue, no of attendees, engagement etc? What value do you need to deliver? Using a more data driven model, you might think about the number of customers you want to engage, how you’re moving those customers along the ‘buying’ journey to the next stage of purchase. Alternatively, it might be about no of prospects you can get to have a ‘buy’ conversation because they’re not yet clients. If you take the normal ROI of standard event; and look at how data can inform that and then begin to measure. You may have to adapt your model because creating that connection for virtual events is more of a challenge. The other thing to think about is that you can expand your virtual audience because they don’t have to come out for a day or two to access your event. They can join from across the UK, from Frankfurt, New York etc. You can pull in totally new audiences.