The COVID-19 pandemic shook the foundations of how, where and when people work.
Thankfully offline events are possible again, but there is still a need to move offline communications online.
Today, in this almost-post-pandemic world, people expect to depend less on offline events. The ability to work from home became somewhat of a mandatory incentive for employees. Flexibility regarding time schedules is also expected. Relaciones Públicas also has to adapt to this new age.
The Days of Trade Shows Are Over?
Not surprisingly, the concept of full-day, dedicated offline evens has less-and-less allure in this environment. However, they are still viable and irreplaceable parts of B2B communications. We just have to adapt them accordingly, to minimise drawbacks, while keeping all advantages.
One positive aspect of offline shows and seminars is the ability to have an open discussion. We can adapt that to the online world with a livestream accompanied by a moderated platform to submit questions. This is advantageous twofold. Firstly, the video-stream is available later for those, who could not attend at all. Secondly, those who view the presentation or discussion live from their home have the ability to ask questions indirectly.
All-in on Online
If we plan to abandon offline and go fully online, and host a webinar, we also also have to abandon most offline practices. First of all, promotion does not necessarily has to start months in advance. Scheduling for online events is easier, there is no need to induce fatigue by overdoing communications.
We need to be flexible as well, everything has to be recorded for later viewing, and follow-up contents should be in the works as well. Also, we have to provide multiple opportunities for sign-up, on various platforms. Furthermore, we have to adapt our program to our audiences, especially the date and hour. Today we have the insight to organise things at the most optimal hour.
Audience and Market Research
When deciding between online and offline events research is key. As a general rule of thumb if our audience is predominantly younger, online events might be a better choice. However, no-one can top time, so even if your targets are from the older generation, provide online availability for offline events.
Throughout the migration process insight should be the guiding light that shows us how to move offline communications online.