The greatest challenge was combatting Zoom fatigue and providing a memorable experience that reflected positively on our company’s brand despite the limitations of a virtual environment. For instance, I ran a biweekly event series with guest speakers ranging from the Chief People Officer at Zillow to the Global Diversity Officers at Google and American Express. I analyzed the number of registrants, no-show rate, sales conversion rate, total time in the meeting, and overall engagement.
Our Pulse community was so glad to be back together again.Pulse US attracted 3,500 in person attendees, and another 1,000 virtually. The one virtual webinar that was spun up before I was on the team had decent attendance for the company size. For in-person, being extremely respectful of personal health and safety, putting myself in our audience’s shoes of what I’d expect, and ultimately keeping things small was highly effective.I started at this company 8 months ago with no events or field marketing department. I learned to be more creative and utilize annotations, polling, gift boxes, and UberEats vouchers to deliver unique events that ultimately generated sales. I measured attendance over time to determine which speakers and topics were of the most interest and which marketing platforms were most successful at promoting the event.2020 and 2021 were years of immense change and unpredictability for the event industry, due to COVID-19.
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We will continue to measure the performance of this content. Thus, attendees topped off a great culinary or cocktail experience with valuable learnings that could help their business. We wanted to recreate these virtually, without making them feel like webinars. Prior to the pandemic, our hosted event series consisted of in-person dinners and intimate happy hours. We featured customers in the content by doing customer spotlights.
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I also ordered custom bobbleheads as a thank-you gift for each speaker.I utilized data sets to quantify success following each event. His coffee designs were a fan favorite and helped break up the day in between conference sessions. This event was a success due to my refusal to stick with the status quo.
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We set out to achieve some lofty goals and by supporting each other and driving towards the same end goal we were able to create some true virtual event magic. It took an actual village of Snykers to ideate, build and execute this virtual event. We also recorded overwhelming repeat attendance (up to 60%).Uncertainty of whether an event would be live or transition to virtual. With virtual having lower engagement and interest for attendees, it made it challenging to offer value add for companies. Additionally, we saw an exceptional chat engagement of 8,608 total chats and 74 questions via the Q&A tab.Number of attendees and engagement parameters.The biggest challenge from an event marketing perspective was engaging companies through sponsorship activations for our event. The series has influenced over 300 opportunities, and driven over $1.5M of pipeline for our sales organization.Just like most event professionals, these last 2 years have been an extremely challenging time.
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It was exciting to share with a new audience especially on such an international stage.2022 was an amazing year, as it was the first time attendance numbers rivaled pre-pandemic levels. Gitex, Dubai, United Arab Emirates, October 14-18, 2022First time we unveiled HPE’s new brand strategy and look. To add to the challenging parameters even more, the team had 8 weeks to execute the entire program from beginning to end. In addition, the scope of the SKO program was executed across 16 global cities at the same time from both in-person and remote locations. The success came from the positive survey feedback responses for working diligently to get team members back in-person and reinforcing our unique culture celebrating individual and team success. Sometimes it’s not easy to market an industry that you have no idea about but when you’re up to the challenges, you can learn a lot and push boundaries.
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