How to win in the big wave of online events
Lawrence Chia
Chairman, Pico Group

Given COVID-19’s ferocity, most businesses are trying different ways to reach their customers and continue their operations as much as they can. Many of them are ramping up investment in digital solutions, social and e-commerce platforms. Some businesses would opt for transforming their events to virtual ones. And the key to a successful virtual event is keeping your audience engaged.

Curating good content as well as striking a balance between content and context, webinars serve as an effective lead-generation tool. A well-designed webinar provides relevant data points from every part of the journey which can be tracked. The direct effect is helping brands smoothly work through the marketing funnel whilst a sustainable merit is to draw in an even more optimised target group to your next event.

In July, we delivered the first ever virtual press conference in the Philippines which successfully recruited 73% of the invited guests. The virtual press conference has become a highly effective dialogue. Speakers used a real-time video call to meet virtually with other guest speakers, leading up to a lively media Q&A session. As the event ended, media members stayed in the virtual exhibition hall to download press releases and photos and make direct contact with stakeholders.

In the next normal, virtual events and hybrid events should emerge to become an essential part of a company’s long-term marketing strategy.

The full version of the above opinion was published on Hong Kong Business website on 30 July 2020.