Concerns about the spread of Coronavirus (COVID-19) have had associations facing incredibly challenging dilemmas in planning for their in-person conferences. Many are fearful that a last minute cancellation will derail plans, and lead to extreme revenue losses. But what if this undesirable situation could be circumvented by changing up the game plan a little?
It’s no surprise that many are responding by considering virtual access. But particularly for those whose conference is set to take place in the short term, the task of preparing virtual sessions with such a rapid turnaround feels like a daunting task. And worse, for those who planned by offering a livestream, a full-on cancellation would derail the whole thing.
Here’s our contingency plan advice:
Hold the bulk of your virtual component at least a couple months after your in-person is scheduled, and offer this alternative to those who need to cancel.
Here are some of the benefits of this approach:
1. You can provide a form of online engagement more active than the all-too-familiar livestream
A common strategy for extending out a conference is to offer a livestream video of the sessions. These attendees remotely witness the discussions taking place, but lack the ability to personally contribute. What we have found is that live streams often induce “FOMO” (Fear of Missing Out), making these attendees feel as though they are not as fully immersed in the event as participants who are physically present. Thus, they are far more likely to either click out or stop paying attention.
Our suggestion is to design a virtual-first experience, fostering equal access and giving voice to all participants. This additionally will give the opportunity to reach a segment of your membership you may not have been hitting otherwise, and hey, offering a new way to engage with your association could very well increase future in-person attendance.
2. Attendees who were physically present are granted a bonus!
Attendees who have already participated in the first part of your event are encouraged to keep the discussion going while engaging with other attendees from farther reaches. The in-person pieces provided one form of value, while the virtual piece provides an extension of the content and conversation.
3. If you wind up having to cancel your conference all together, you have an already-made backup plan
It’s on everyone’s mind. It is difficult to predict the future, and there is still the possibility that you will have to outright cancel. If a post-conference virtual add-on is already in place, the experience can, instead, serve as the main platform. You are now ready with an alternative that will still bring high value to your members, still justifying the price tag of the conference, and allowing for meaningful education and networking.
Whatever challenges your conference could be facing, virtual provides an excellent way to connect, whether your members are able to travel to your in-person conference or not.
Your attendees are craving creative, innovative ways to develop conversations, and one of the best ways this can be accomplished on a large scale is through virtual means.
