Right now, our businesses and communities are being tested. COVID-19 has catapulted us into a new reality, putting us all in a position to rethink our plans and objectives at warp speed.
I can count on both hands how many times I've helped clients pivot strategy in a crisis, but this is different. The changes have come very fast, and the economic reaction has been equally as swift.
But, in my opinion, there is nobody better equipped to lead in the face of adversity than my colleagues in the event industry. Collectively, the skill and ability to challenge adversity is part of the job description for event and engagement strategists. We are crafted of creative and resilient stock and possess not only agility, but also the ability to see the big picture, even when things don't go according to the plan.
Now is the time to lead.
If you’re planning for an in-person event, there are many open questions right now. Create structure among the uncertainty by mobilizing a cross-functional Tiger Team to divide and conquer, work together to make key decisions, and move forward quickly. Organize your team around these seven priority items to help them work fast and focus on critical areas.
1. Cost Containment + Risk Management
It goes without saying—determine your financial and legal obligations immediately. Are you postponing or deciding to go digital? Consider audience loyalty and retention when evaluating your refund or cancellation policy. Is there a recovery strategy for lost sponsor or attendee revenue? Consider risks in terms of financial loss, brand reputation and customer retention.
2. Technology Audit
Get on this immediately, as well, if you are remotely considering an online or digital event option. What technology platforms/capabilities do you already have? Do you have the capacity and bandwidth to host a digital event? Will you live cast or simulcast? Our clients use digital providers such as ON24, Brightcove, Meetyou and Intrado—a few to look into if you need a place to start. RainFocus offers a robust event software platform, including an on-demand library.
3. Redefine Strategy
This is critical. Any transition you make will be absolutely dependent on your teams’ ability to define and execute an audience experience that is aligned to business objectives. This work will inform every other decision downstream, from the technology platform to audience engagement. Before you get ahead of yourself, answer these key questions: What is your objective? Who is your audience and how will they benefit? And how will you define success?
4. Communications + Positioning
We’ve been auditing messaging across several industries. Tone and messaging is shifting dynamically and influencing how companies approach their event announcements. Think beyond the initial announcement. Outline a waterfall communications plan—who needs to be informed first, and then next? Sequencing is critical. Think internal (i.e. leadership, customer-facing teams, employees at large) and external (i.e. registrants, venues, suppliers, sponsors). Your organization might normally employ a collaborative communication style, but in times like these, a carefully orchestrated approach is key. Think through each phase of roll out and align the comms plan accordingly, so you can mindfully guide stakeholders.
5. Content + Experience Design
Depending on how far along in the process you are, this can seem daunting—consider it a challenge in hyper-relevance. How will your event content shift as a result of a new platform? Will it be multi-day, or can you pack the same punch in one day with less burden to retain your digital audience? Will you live cast or simulcast? An on-demand offering can increase engagement over time. You may consider multiple journeys or tracks to attract and serve multiple audience segments.
6. Speaker + Sponsor Engagement
Before communicating any change in strategy to your sponsors and speakers, you’ll need to plan for retention and reengagement. Is there a way to restructure sponsor benefits for a digital event? Will you have a digital expo with opportunities for attendees to engage with their brand? How can you support speakers as they adjust their presentations to be more effective with a digital audience? Presenting on a digital platform comes with some nuances, enough that there may be a need for focused training.
7. Audience Acquisition + Marketing
You may need to refine your target audience as you consider the move to digital. Marketing and business development roles want networking opportunities and may require a different content experience. Technical audiences seek training and 1:1 engagements with experts. If you are postponing your event, you need to consider how to retain the interest of existing registrants.
If it seems like I am telling you to do all these things at once and prioritize each at the same level—I am. We’re now in a position requiring us to keep our eye on our existing strategy, while investigating new options simultaneously. Honestly, it’s not easy work. Keeping your team solid and building it out with trusted partners are both critical.
Many event leaders will also need to manage the above while also participating in their own company-wide contingency planning efforts. We know how important it is to engage, align, collaborate, and evolve your strategy with other critical corporate functions and stakeholder leaders. More to come on this subject in the following posts.
This is the brave new world we are navigating. Here are some of the ways we're helping our clients move fast, think creatively, and redefine their engagement strategy.
"Create structure among the uncertainty by mobilizing a cross-functional Tiger Team to divide and conquer, work together to make key decisions, and move forward quickly."
Leadership Dos and Dont's as You Navigate the Impacts of COVID-19
How you respond to these trying times is critical. Trust in your team and make sure you get the right people to the table. And, importantly, take the time to care for yourself and be thoughtful about your approach—you may likely need to ask your team to give more and work harder as you determine the options for an adjusted event or engagement strategy.
Remember these dos and donts as you lead your team forward:
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Keep calm and carry on. Be authentic, but choose language that inspires action without creating unnecessary stress.
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Foster a productive remote work environment. Embrace video conferencing, chat and project management tools. Pick up the phone when tone can be misinterpreted. Schedule more frequent, shorter status check-ins to stay connected.
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Do consider morale. Consider giving staff remote care kits to ease their anxiety—tap into your office culture and values to give them something that will help them feel restored, hopeful and excited.