10/05/2021

Effective Strategies for Marketing Virtual Events

A new toolkit provides examples of strategies that worked last year

When the world shut down in March 2020, many associations were left to consider how to turn an in-person meeting into a virtual event that still educated its audience. Marketing staffs also had to shift their strategies to both attract and educate potential attendees to this new meeting format, as well as create engagement with attendees during and post-event.

A subgroup within ASAE's Marketing Professionals Advisory Council put together the “Best in Class Marketing Toolkit for Virtual Events” to capture and share effective marketing tactics implemented by association professionals in 2020. These best practices examples were culled from outreach to the association community and a Virtual Hack-a-Thon hosted in conjunction with two other ASAE councils: the Meetings & Expositions Professionals Advisory Council and Membership Professionals Advisory Council.

The toolkit focuses on three areas: pre-event messaging, during event engagement tactics, and post-event follow-up strategies. Each section includes an image example, as well as what the result of that marketing tactic was for the association. Here’s a look at some of the key findings for marketers in this new toolkit.

Please select this link to read the complete article from ASAE's Center for Association Leadership.