Devin Cleary
In-person events are making a comeback, and marketers are confidently planning both in-person and virtual events. What is your event strategy to attract new clients?
"Our clients are returning to well-planned strategic offsites for the fall of 2022,” said Scott Hamilton, president of the Executive Next Practices Institute at UC Irvine, in an interview. “They recognize the value of ideation, inclusion and innovation that is dramatically enhanced via these in person sessions."
Live events are coming on strong.
“We’re entering a new era of in-person events,” said Devin Cleary, vice president of global events at Bizzabo. In an email interview he reports his group is the world's fastest-growing event technology platform for hybrid, virtual and in-person events.
“We’ve seen a 255% increase in the number of in-person and hybrid events held on Bizzabo’s Event Experience OS between Q4 2021 and Q2 2022, while the volume of virtual events has remained steady,” said Cleary. “Marketers are confidently planning both in-person and virtual events as they integrate events deeper into their demand generation efforts to engage and nurture their audience to drive revenue and business impact.”
One of Cleary’s accolades is inclusion in Virtual Events Institute's "Smart 100." He advises marketers to consider these content strategies at each stage:
Awareness: “Focus on educational thought leadership with credible and well-known subject matter experts,” said Cleary.
Consideration: “Offer customer stories by inviting current users to speak or by featuring internal subject matter experts,” said Cleary. “Use event sessions to explore more advanced industry topics but resist the urge to sell your product hard in these conversations. Instead, establish your status as an industry thought leader.”
Selection/Decision: “Via small forums and user group meetings, highlight product-related pain points alongside a product showcase,” says Cleary.
Networking: Cleary added, “Before, during, and after an event, offer attendees customized communications, content, and networking opportunities. Encourage go-to-market teams to contact prospects or customers directly, acknowledge their audience, offer follow-up support, and deepen their relationship.”
If your presentation is virtual or hybrid, remember these tips from Hall of Fame speaker Paticia Fripp, whom I helped edit a book on how to deliver unforgettable presentations:
Nothing happens without first understanding the technology. “Business entities use different technologies. They include Zoom, WebEx, GoToMeeting, and Teams,” said Fripp in an interview. “Conventions work with production companies and more sophisticated platforms. Even a seasoned presenter superb at delivering live presentations can find the shift nerve-racking.”
Become familiar with your system and learn whatever platform you may have to use. Fripp said, “Many are different than what you are used to. Request a technical demo with your client before the rehearsal of the presentation.”
Let there be light. “Depending on the room, you will be best served if your window is in front of you,” said Fripp. “Depending on the time of day, that light changes. Invest in additional lights. The placement of the lights is important. We have all seen ring lights show up as demonic circles in our or other people’s glasses.”
Use a wired ethernet connection for best results. “If you have a wireless connection and a large audience, you will have more problems,” said Fripp. “Before you present, close every open program and application you are not using on your computer. Presenting virtually requires a large amount of bandwidth.”
Project energetic intimacy. Fripp added, “Notch up your energy and get comfortable speaking to nobody. They are there; you just can’t see them. If you find this difficult, bring a family member or friend into the room to be behind your computer and talk to them.”
Speaking, live or virtually, will continue to be the number one strategy for the ABC world (agency owners, business coaches and strategic consultants) to attract high-paying new clients. Hearing your wisdom and advice is essential.
