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What is the #1 reason why virtual events fail?
We're going to be hosting our first virtual event next month. I'm curious to know what are the top reasons that online events fail?
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4 Answers
Martha,
Here are some common reasons that I've come across:
1) CONTENT - the topic and theme of your event needs to interest your target audience. You not only need a timely topic (e.g. "The Y2K Problem" isn't going to cut it today), you also need speakers and presenters who are authorities on that topic. Event organizers who fail to deliver on content will see disappointing registration and attendance numbers.
2) TECHNOLOGY - the virtual event platform needs to be robust and reliable. If the technology platform "fails" and keeps users from entering the environment, they likely won't return later in the day, they'll just give up. In addition to reliability, the platform needs to scale performance to meet your audience size. If you're wildly successful and attract 5,000 simultaneous users into the event, the technology platform needs to support that load without degrading responsiveness.
3) PROCESS - as the event host, you want to create the right processes to bring success to your constituents (e.g. exhibitors, speakers, attendees). Make sure they're well educated on their roles and are comfortable with the virtual event technology in advance of the live date(s). You don't want a speaker fumbling over the controls, just as you wouldn't want exhibitors who can't find their booth.
Best of luck with your first virtual event!
Hi Martha,
Dennis brings up some good points that can hinder the success of your event. Here are some additional points to consider as a first time host:
1) TRAINING: How much training did you provide for your speakers, exhibitors and attendees? With so many different types of virtual events, you want to set the proper expectations on what your online event is and isn't.
2) ASK QUESTIONS: I think that most first-time hosts assume that the vendor will anticipate your needs, but this may not be true. Make sure to ask questions to ensure that you understand every aspect of your event, such as:
a) event marketing emails: what is the flow, timing and copy for each newsletter? how are these tested? who tests them?
b) user experience: what will attendees see when they first enter the virtual event? does the landing page make sense? is everything consistent? do all the links work?
3) POST-EVENT FOLLOW UP: Not knowing if you have multiple exhibitors or if this is a single-host event, another aspect of success is your post-event follow up to your audience. Assuming the latter, you want to review all your metrics as quickly as possible to segment your A, B and C leads. Quickly add these leads into the right funnels and connect with your segments in a timely manner - phone calls to A leads and email offers to B/C leads, etc.
Good luck with your first event!
Biggest problem are with events where the speakers talk at audience, and leave no time for or even want to factor in audience participation. End result is no engagement.
Speakers who don't know how to use a microphone or mumble.
Speakers who sound like Billy Mays.
One loud speaker and one very soft spoken so that the attendees have to constantly adjust the volume control or miss half of what's being presented.
Speakers who aren't familiar with the subject and are just making a sales pitch.
Good luck.
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