Virtual and hybrid events: Immersed branding and event planning strategies

”Your brand is a story unfolding across all customer touch points.” So said digital media guru Jonah Sachs. An enterprise’s brand is its most valuable intangible asset, it tells the world who they are, what they do, and why anyone should care. And without a vehicle to bring that story, or in other words, the enterprise’s brand totem to life, the brand is merely a concept.

Virtual events are becoming increasingly popular as technology advances and the barriers to entry lower. According to a recent LinkedIn study, two-thirds of events are expected to have a virtual component in the future, with 74% of event managers and marketers surveyed interested in putting on a hybrid event. The event landscape is changing, and enterprises have a massive opportunity to lead the charge in bringing their brands to life through virtual and hybrid events.

Why are virtual and hybrid events important for branding?

When your organization hosts an event – be it a physical gathering, a virtual conference, or something in between – you have a unique opportunity to immerse your attendees in your brand story. Knowing this, you can use your event as a vehicle to achieve specific brand awareness or identity objectives.

The community-building, networking, and relationship-forging that takes place at events create the perfect environment to achieve these objectives and achieve significant ROI. Enterprises that share knowledge with their global audiences via virtual and hybrid events are able to create a sense of community and connection, which builds loyalty and strengthens the relationship between the enterprise and its customers.

The key to creating an immersive event experience

Start with a clear understanding of your objectives. Is your goal to increase brand awareness, or to build relationships with existing customers? Once you know your objective, you can begin to think about how best to use your event to achieve it.

Secondly, consider who your audience is and what their needs are. Who are they? Where are they and what do they need to be able to participate? What type of content will they find valuable? What do they want to achieve by attending your event? Once you have a good handle on that, you can start to create an event concept that will resonate with them on a personal level.

And finally, consider the format of your event. Hosting virtual or hybrid events offers a unique opportunity to immerse your global attendees in your brand story. You have the ability to control the environment and create a brand-centric experience tailored to your specific objectives. By coupling virtual or hybrid events with experiential marketing techniques, you can create an unforgettable brand experience for your attendees.

Experiential marketing is all about creating a memorable, emotional connection between the consumer and the brand

According to Skift Meetings, creating a great virtual or hybrid event is about “attendee experience, speaker experience, user experience, and especially experiential marketing.” Having a great experience at your event will not only ensure that your attendees have a positive association with your brand, but they will also be more likely to remember your brand and recommend you to others.

So, where lie the opportunities to build an immersive, experiential event that delivers significant ROI? Here are a few areas to consider:

• Live broadcasting is a great way to bring the energy of an event to your virtual attendees. You can use live streaming to give your audience a front-row seat to all the action, whether it’s a keynote speech or a panel discussion. You can make your live broadcast unique, by including hybrid engagement features like chats and Q&A’s, and customized in-screen clickable CTA’s.

• While live broadcasting allows for synchronous participation during the show, video on demand facilitates asynchronous consumption of content long after the event has finished. Design your video on demand in episodes and series to create a unique content experience.

• Virtual and hybrid events are the perfect opportunity for your brand to engage with global audiences. You can do this by building in a meetups or networking feature that allows attendees to connect with each other before, during, and after the event.

A well-designed custom virtual event platform can provide an immersive brand experience for your attendees. By incorporating your visual identity into the platform and hosting the event on a unique URL, you can create a seamless user experience that is easy to navigate. The platform should also provide social features, such as profiles, moderated live chats, and Q&As, to make the event more engaging. By providing a seamless viewing experience and making the event engaging, you can create a powerful brand experience that will engage and connect with your audience.

Final thoughts

Virtual and hybrid events require a different strategy than in-person-only physical events. When done correctly, they can create a sense of community and connection, which builds loyalty and strengthens the relationship between the enterprise and its customers.

Dexper’s events platform is a virtual and hybrid events platform that provides complete control over the brand experience. It is highly customizable in terms of design, allowing you to build an event that is completely in line with your brand guidelines. Dexper also builds the platform into your domain, ensuring that your brand is front and center.

In the end, it is your brand, your event, your platform, and your content – we are here to facilitate the process and provide the support you need to make it a success.