Apparently, in this age of virtual meetings and events, people are getting ready for their closeup.
As we plod on into the COVID-19 era people are finding certain, unexpected silver linings and hidden positives as they keep their distance via technology. Perhaps it’s saving money on gas or finding remote work to be less stressful, and of course delivery services and other businesses have boomed out of consumer need.
It appears plastic surgeons are also getting into the game.
It used to be that you would dry clean your evening gown for that black tie fundraiser or awards ceremony. Or maybe you would struggle over what to pack for your company retreat.
But after staring at themselves on computer screens for months on end, people are exploring cosmetic or dermatological enhancements in greater numbers, even if it just means using the “Touch Up My Appearance” feature on Zoom.
When 49% of Americans, according to the American Society of Plastic Surgeons (ASPS), say they are open to first-time cosmetic or reconstructive procedures, you know we’ll be attending virtual meetings for the long haul.
Our subject here is not, of course, face lifts — although you really have to wonder how the ASPS will prepare for its own virtual convention. Rather, the focus on faces is a side effect of the hospitality industry’s shift to online meetings and events.
From technology to seating to swag bags, even the purpose of the events themselves, meeting planners are re-thinking how they get the job done for the duration.
“Everything is going to be virtual right now for [at least] one time,” says Jeff McClure, director of sales and marketing for DoubleTree by Hilton.
Why Ask Why?
Most of us by now know how to schedule a Zoom or Google video meeting.
You go to your calendar and set it up, email an invitation, there’s a link and, voila, you sit down “face to face” with your co-workers and try to keep the cat out of your lap and the kids quiet while you speak.
Not so with meetings and events planners.
There is still a guest list to make out, there are still speakers to book and maybe giveaways and goodies for the attendees. Some things haven’t changed.
But how do you translate and satisfy these needs with the available technology?
First, says Tiffany Mattzela, events manager for Arkansas Business Publishing Group, you have to get down to basics. What is the purpose?
Now, what is the REAL purpose?
“It’s almost like people have to start all the way over and you need to reassess what your attendees need to get out of your event,” Mattzela says.
Are you holding a content-based event like a webinar? Is it an honorary recognition program? A fundraiser? A conference?
A veteran meeting planner might be inclined to say they know the audience and they already know what the attendees want.
“Do you really?” Mattzella says.
If the event revolves around speakers or awards, it’s one thing. But maybe at a black tie fundraiser attendees are just as interested in being seen and networking as they are raising money for a good cause.
“How does that translate virtually?” Mattzella says.
Ask yourself what subject areas is the audience going to be most interested in. Are they pretty well versed in social media? What sort of amenities might interest your guests the most?
Advance surveys or an online group discussion can help.
Once you’ve made a deep dive into your meeting’s purpose and the attendees’ needs, then you can proceed with taking it online.
It Is What It Is
A virtual event, defined, is an online event that uses some sort of platform so attendees can interact with hosts.
Our plastic surgeon friends could tell us there are benefits to holding events virtually, and there are silver linings for events planners.
Virtual happenings usually take less of a budget to host and are more accessible. Organizers of the Opus Ball, the primary fundraising event for the Arkansas Symphony Orchestra, noted this year that seating was unlimited in the virtual environment and people would be “attending” from other parts of the country when they ordinarily would not have come.
Remember, Mattzela says, you have an opportunity to create something new and memorable. Don’t fall into the trap of holding the same event and simply broadcasting it online.
“People are making the big mistake of thinking ‘I’m just going to do the exact same live event, only do it virtual in the same room,” Mattzela says.
But that doesn’t mean hosting a virtual versus live event is easy, and some — like training courses or conferences — more easily lend themselves to a virtual format.
As we’ve discussed it’s important to understand your audience and define your format (webinar, conference, etc.). If networking is important, for example, it’s possible to set up virtual “tables,” group chats in which people have strategically assigned “seating.”
Whova is an award-winning example of a platform that integrates with live streaming and video hosting tools and can provide Q&A, networking, discussion boards, meeting matches, virtual meet-ups and more.
Mattzela recommends the events platforms Socio — which allows attendees to chat, share files or engage with each other — or Hopin, which allows guests to move in and out of rooms and access content that the events planners have created.
“The more dynamic, the more engaging,” Mattzela says.
The events planning blog Socialtables recommends keeping your event short to keep the audience engaged, as it is easier for someone attending from home to lose interest and log off. Practice and rehearse beforehand and keep virtual events simple because what may be impressive onstage live won’t translate as well to a computer screen.
“You’re not going to get that attention from an all-day deal,” McClure said.
Connectivity or a theme can’t be over emphasized. Live video with attendee engagement can help with connectivity and include a social media campaign that loops in the audience.
If booking a speaker or host, remember that someone who is really “on” and connects with a live audience may be less comfortable speaking to a remote audience. Your speaker designate should of course be able to speak clearly and be able to make eye contact with the camera, rather than read from a script.
According to Socialtables, a host should be adept at fielding questions through social media and be flexible, able to respond to the audience and able to keep things moving should there be unexpected delays or gaps in the program.
Where The Market Is
It has always been important to market live events as they happen. Event hashtags and Instagram groups have been common for a few years now at least.
This becomes more important in a virtual meeting. It’s not only a way to promote the event, but it’s another way to keep remote attendees engaged and feeling like they’re a part of the proceedings.
Facebook posts and tweeting are fine, but the current climate offers an opportunity to make marketing more interactive. You can include links to other content like bios, tutorials and additional information to flesh out the presentations.
Socialtables recommends promoting the event with your newsletter and to include links to sign up pages and any other promotional material.
The branding opportunities being uncovered in the virtual meeting age will not be forgotten when the pandemic subsides, says Chris Pritchard, owner of audio-visual services provider CWP Productions.
“The hidden advantage we found is that an interactive/branded, virtual version of a live event will be the new standard,” he says. “When we go back to doing live events, we will still be providing a virtual version just to accommodate for others that can’t attend an event in person.”
Obviously, technology is the lifeblood of the virtual meeting. It’s still important to consider the appearance of the venue from which you are broadcasting, but if the streaming video keeps freezing or if there are frequent disconnections, guests won’t enjoy the view.
Mattzela says people are sometimes leery of virtual events because they don’t understand the technology or that it is unreliable. Therefore it’s important to select your venue accordingly.
“Your internet and bandwidth,” Mattzela says. “People have never had to rely on it more than right now. Not every venue has great bandwidth. Not every venue is going to have the things that you need if you’re streaming.”
Again, this is where your advance work will pay dividends.
“[Do] a lot of homework and research to best prepare yourself,” Mattzela says. “Set yourself up for success in internet speed and anything hard-wired. I wouldn’t rely on anything wireless.”
Naturally, the world is hungry to get back to normal and resume human contact. There is no substitute for the human interaction of a live cocktail hour or team-building exercise, and the events planning industry is eagerly awaiting the rush.
“Attendance is going to be way up at events because everyone is going to go,” McClure says.
But with some creativity, technology and enthusiasm, events planners can still provide their guests something memorial, unique and tailor made. In short, events can still be something you want to put your face on for.
“At the end of the day virtual events are all about creating a new virtual experience. That’s the biggest takeaway,” Mattzela says.
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