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Live events, ROI and what marketers expect

Virtual events and live content are all the craze, but simply streaming live is only part of the marketing and ROI equation.

Over the past few months, we’ve helped clients broadcast dozens of virtual events of multiple shape and form.

From pure-play virtual events where speakers connect from India, Hong Kong and Africa to discuss with a Montreal-based host, to larger-scale events where our crews are operating from an empty theatre, content has been at the core of the experiences we created.

Although content is one very important thing, data is a component of virtual and hybrid events that can be heavily leveraged. We can make a parallel with how the shift from traditional to digital advertising enabled great possibilities from all the data that is collected.

2020 is accelerating this in the events business.

Creating live experiences for your audiences has to go beyond content.

There needs to be a thought process behind the data that will be collected. And this goes beyond the registration form and what will be asked from attendees, it goes all the way to the platform that will be selected and what data points will be available once the event is over.

In a Forbes article, Ben Hindman outlines 4 things that marketers and teams need to plan for when preparing their live experiences (branding your event, automating tasks, connecting data and creating unmissable experiences).

What interests me the most in what he says, is the importance of data in the process, and how to capitalize on the fact that there are benefits from doing things digitally and virtually.

The really important takeaway from this is to integrate the notion of data capture and analysis in every event, at the beginning of the planning process. This allows better understanding of the ROI of each of your brand’s initiatives.

How well is your brand using data when creating live content experiences?