4 Winning Virtual Event Formats for the Special Events Industry

Significant shifts in norms require equally drastic shifts in mindset and strategy. As decision makers in the event industry are starting to realize that real-world experiences remain on hold and will be heavily regulated for quite some time, digital formats are quickly filling in the gaps.

So how can we take on the virtual world?First, we should acknowledge that nothing can replace real life experiences that touch the senses and create feelings and memories that last for a lifetime. But it is a fact that our craft is undergoing a rapid evolution simply to stay relevant. Covid-19 is an accelerator of the digital transformation and pushes into sectors we all thought would stay offline forever.“We are suddenly discovering many ways to use technology to bring people together whether we can be in a physical space or not”, says J.B. Miller, President of Empire Entertainment, a leading experiential production company in New York. With webinars and virtual conferences accelerating and technologies like Zoom becoming a new standard, we have indeed entered a new age. As J.B. puts it for the industry: “this is an opportunity for us to step up and pivot.”It is a realization that comes with concerns: How can special events go online? How can we stay on brand and maintain the notion of exclusivity? What are the formats that work?

Think about your own position, and what the underlying skill set is that you represent.

Event professionals have to figure out how to cater to this new reality. We suggest considering digital formats and concepts that are proven and that can elevate your brand, organization, or cause beyond the new normal of Zoom parties. World-class virtual special events require a script to ensure you bring the narrative to life, a run-of-show, clear direction. The special events playbook stays relevant: a (virtual) event starts with a beautiful invitation, a (virtual) check-in, the unfolding of the experience into several acts and a closing that segues into a strong post-event experience.“Think about your own position, and what the underlying skill set is that you represent. And then think about pivoting that skill set to what is available to you now,” says J.B. In collaboration with his team at Empire, we put together a primer on four formats that we invite you to understand and potentially try out.

Digital Festivals

Quick takeaways:

• Brings a global audience together in a spectacular format
• Popular music performers and iconic speakers create live content
• Audiences will toggle between “Main Stage” plenaries and smaller “Side Stages”
• Main stage event creates momentum and buzz, side event caters to niches
• Message board and social media integrations foster interaction
• Everyone is a viewer and participant in real time

Virtual Town Halls

Quick takeaways:

• Formatted as solo or panel presentation of experts and decision makers joining from various locations
• Interaction in real-time with those who are tuned in
• Added benefit of new content though live polling, comment boards, Q&A
• Digital recordings for post-event distribution

Virtual Award Shows

Quick takeaways:

• Create ultimate fan experience featuring highly-entertaining content, star-studded appearances and memorable award moments
• Tightly choreographed program for worldwide audience
• Hosted by celebrity talent who can hold up audience attention
• Designed and produced for online engagement beyond classic TV broadcast

Virtual Galas

Quick takeaways:

• Brings supporters of a cause together for a moment of celebration, reflection, and philanthropy
• Attendees join online and connect with gala hosts, organizers, and networking opportunities
• Opportunity to share updates about ongoing work, show video testimonials, and honor those deserving recognition
• Implement online auctions with bids and mobile donations

Live events will return, but virtual event skills are a crucial investment now

The inconvenient truth is that there are no silver bullets event planners can just plug in and go virtual. Some platforms allow online broadcast for real-time streaming, other platforms are better for hosting pre-recorded content for on-demand use. And other platforms are better suited for multiple parties interacting through polling or content sharing. All of them are supported by a whole ecosystem emerging to integrate functionalities for interaction and management.Customer management, ticketing, registration, check-in, and donor management will likely remain with existing providers and we will see them integrating to platforms who can deliver and stream virtual content and bring the experience onto our guest’s screens.But in every time of adversity, there are opportunities. On a recent zkipster-hosted virtual panel, J.B. and other industry pros discussed just that. The more we keep growth in sight, the more we stand to expand our skills and improve on what we offer to our guests.“All of a sudden, the events don’t end the moment the doors close, they can live on forever, and the audience size is now potentially limitless.” J.B. adds. “Instead of just reaching the 1,200 people in the room, suddenly we reach a global audience, an eternal audience.”Special thanks to J.B. Miller and the Empire team for sharing their insights and experience with running top-notch virtual events.