Reframing Event Marketing Strategy for Virtual Events – with Brian Fanzo

by Adam Helweh

Recently we had a chance to interview Brian Fanzo about how to make an impact, connect with your audience, and reframe your expectation of event marketing with virtual events. As a keynote speaker and digital futurist, Brian has a plethora of experience in the digital presentation arena.

According to Brian, using technology can empower people to build an engaging and compelling presence online. Brian’s wheelhouse also falls in the realm of educating event organizers, public speakers, and marketers about the remarkable results gained from virtual speaking events. Over time and testing techniques, Brian has nailed down some revolutionary and effective strategies that can be extremely beneficial for boosting your digital marketing game.

Engage your customers

The key factor to understand here is about expressing your unique voice while making the leap between offline and online marketing. Amidst the current pandemic, now is the best time to present yourself virtually in order to stand apart from the crowd. Presentations for products and services is about connecting communities and customers with providers who can make a solid impact. These connections are made through business events, public speaking engagements, sales pitches, and demonstrations.

“When I look at a virtual event today, it is a crafted experience — one where you’re going to bring people on this journey.” – Brian Fanzo – Keynote Speaker & Futurist

In the offline world, product demos and presentations have been around for many years, but they have not really disrupted markets or effectively connected providers with communities and consumers. However, current trends show converting presentations into virtual events is a compelling way to use technology to reach the masses and create an engaging bond with targeted audiences. In fact, a study conducted by Wild Apricot showed 91% of organizations are relying on virtual events to engage their demographic and connect with their members.

Reinvent your platform

Bottom line: you cannot simply repurpose an offline message into an online presentation. The true impact-driving factor here is reinventing your platform into a virtual event that meets the needs of your potential customers and audience. A good virtual event is based on a highly crafted experience that will bring people on a journey that satisfies their needs and solves their problems.

For example, using multiple types of video content can provide a more satisfactory user experience:

Incorporate live videos, such as Facebook Live or Zoom, which convey real-time information that allow attendee interaction.
Offer pre-recorded videos that underscore the core of the message and summarize the purpose of the presentation.
Provide produced content, which is media that demonstrates the value of a service or product.

Create a positive impact

The beauty of presenting in the virtual space is that you can show your viewers questions, quotes, and examples through the power of online media. A virtual ‘show and tell’ has proven to create interest and have an overwhelming impact on brand trust and credibility. But once again, simply repurposing offline content into an online presentation is not the answer.

The key is to rethink online exchanges in ways that are more innovative and attractive for a virtual audience. These content strategies can help captivate an audience in a virtual space:

Focus on problem-solving.

Creating a multi-pronged approach to a personalized, online presentation that hones in on solving problems for consumers and communities is critical. Presenting virtually offers a unique advantage because the message can be specially crafted to speak to a specialized niche of viewers who are seeking out solutions for specific problems, whereas TV and YouTube presentations tend to be geared more towards the masses.

Evaluate what success looks like.

Transitioning from offline to online events requires adjustments, but the desired results of a presentation should be the same. Consider what the success of your event looks like. Whether the goal is creating more leads, selling a product, or simply connecting with a community — it is important to build upon that core vision in your virtual presentations.

Prioritize the message.

One of the challenges of any information exchange is gaining and maintaining attention. While a YouTube demo or a TV infomercial can dole out the information about an offering, a virtual event can be hyper-focused on audience interaction, response, and results. For example, prioritizing your message in smaller time segments is likely to retain your viewer’s attention far better than presenting a 90-minute lecture on YouTube.

Learn more about how utilizing technology for online presentations can engage your audience and make an impact upon your business goals by listening to the full podcast with Brian Fanzo.

To hear more from Brian Fanzo, listen to our interview with him: Virtual Events: Redefining Your Event Marketing Strategy