Lessons Learned From Turning an Event Virtual in 19 Days

When live events were cancelled due to the pandemic, Element Three had to quickly transition a three-day in-person event to a digital experience in 19 days. This transition taught them valuable lessons about planning a virtual event. Firstly, digital and in-person conferences are not the same and the purpose of the event should drive the strategy. Secondly, err on the side of being concise and bring on help if needed. Lastly, clear communication is critical and analytics are a major upside of going virtual.

When transitioning to digital, it is important to go back to the foundation and consider why the event is taking place. In the case of Element Three, their goal was to showcase new products and engage dealers. To achieve this, they created distinct paths that attendees could navigate, and were intentional with their communication. Additionally, they took advantage of the digital platform to track information and use it to enhance the customer experience.

Though live events can be difficult to replace, virtual events present an opportunity to gather valuable information. As the marketing world shifts to digital, virtual events are a muscle that businesses must learn to flex. Element Three's experience serves as a reminder of the importance of planning and communication to ensure a successful virtual event.