People have always needed to convene and connect, but how do you fulfil that need when social distancing, budgets or world events limit those physical options?
Whether the eventual solution is virtual or hybrid, any first thoughts must always be strategic. When facing the challenges of a new environment, it is more important than ever to reconsider your objectives and to understand clearly what you are really trying to achieve. Once this has been determined, only then can you keep front of mind that, just because your attendees won’t be physically with you, it doesn’t mean less effort is needed to create engagement and lasting impact.
When shaping an event for digital-first delivery, establishing strategic objectives at the outset is key.
It is even more important that you empathise with your attendees’ event experiences when they are “attending” from behind their screens, alone, in their home office, than when you are able to welcome them in person to a physical event. It is critical that you do not assume that selecting a technology or even a combination of technologies will in any way be the answer to the total experience.
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So, what is the secret to making a broadcast event successful? It is when the focus shifts away from delivery towards all the elements that form the creation of the experience.
Whether physical or virtual, your first thoughts should always focus on what an event is aiming to achieve. After that has been established, the key elements that are critical to making a broadcast successful start to fall into place as you consider: audience curation, format structures, technology platforms, speaker prep, viewer participation, programme flow, sound and music strategy and post-event engagement.
Just as with any physical experience, winging it by relying on a single element will get you only mediocre results. A carefully planned broadcast activation can create true connection with an audience and generate valuable content for the future.
The challenge to connect with your audience emotionally and engage them in the conversation is particularly complex virtually, given all the potential distractions at their end (news in the background, meal prep in the kitchen, children in the next room). The approach and tactics above are essential to getting your message across successfully.