As part of an ad-hoc, cross-company team, I worked with senior leadership to expand and clarify our virtual event offerings in response to the Covid-19 pandemic and subsequent restrictions.
We set to work with the two goals. Continue providing the white glove service our clients have come to expect—amplifying their messaging by engaging their audiences. Re-deploy our in-house expertise and equipment to continue generating revenue in this alternative workflow.
After an initial audit of the virtual event landscape and candid conversations with our existing clients, we identified consumer engagement as the primary driver of platform stratification.
Utilizing a combination of house-built sites, licensing deals, and service agreements the team developed a three tiered platform solution, defined by escalating engagement opportunities from basic streaming to in platform to peer-to-peer video chat and a live trade show floor — all backed by decades of live event expertise and a robust equipment catalog.
With tiers defined, the team set to work building out marketing collateral for the salesforce. We created a simple microsite introducing the three platforms, and L!VE branded demo sites were deployed for each tier.
This proved to be an extremely powerful tool for the sales team, greatly reducing the need for custom responses to client RFP’s and growing the bottom line per event.
In 2020 alone, we’ve produced dozens of live virtual events on our LUX platforms working across a range of verticals from Higher Ed and Non-Profits to Pharma and Tech.
By focusing on a 360° approach to virtual events we were able to frame our greatest asset, decades of live event experience, as a virtual event necessity. Sure there’s a new delivery method, but at the end of the day it’s still live, and you’ve only got one chance to get it right.