The Zoom concept
During the lockdowns, Zoom became a household name. Although not everyone would have used the actual Zoom platform for their video conferencing, the term became synonymous with easy face-to-face contact. A timely solution when in-person meetings were not possible.
Searches for “zoom” on Google dramatically increased by 10,000% around the globe at the start of April 2020, before settling at a more stable volume around one-third of its peak. However, while Zoom and similar platforms provide a valuable solution for connectivity with clients, they stop short of providing a brand platform for broader messaging.
Webinars
Webinars (or webcasts) differentiate from Zoom connections by facilitating one-to-many communications. “Zoom” meetings, by contrast, are suitable for one-to-one or one-to-few exchanges. And the difference is immediately clear in the functionality and branding options.
Webinars are usually linked to a landing page that provides an opportunity for branding, setting the framework for the discussion, filtering audiences and tracking client journeys on your website. Technical capabilities also always include a function for clients to register. Presentation or discussions can be delivered in audio or video formats, with the ability to mix of pre-recorded and live content. Support materials can be shown alongside the presenters. This can include video and whiteboards as well as slides, polling and Q&A functionality.
All these features are wrapped in a professional interface, which lend themselves much better to professional presentations, and create less of an “internal meeting” experience for participants.
Virtual Conferences and Exhibitions
An even more sophisticated approach is an expanded multi-presentation programme of a Virtual Conference or Exhibition. A virtual conference would include a series of webinar presentations grouped around themes, spread over a single or multiple days.
Because it is often easy for clients to return multiple times, not all content needs to be delivered in a single sitting. In fact, added brand impact can be found in engaging with clients across multiple sessions, all served through a single registration request.
To create an advanced presentation experience, speakers can even be invited to present from a studio location, where they present with interactive and virtual stage backdrops and interact with other presenters, panels and audiences. A real “conference” experience.
Presenters can also be joined by sponsors and exhibitors, who in turn can interact separately with participants at virtual booths displaying their own branding and messaging, and distribute materials, offer incentives and run demonstrations.
Which Approach is Best?
Although there are a wide range of technical solutions available, marketers should always first consider what they are looking to achieve. With the desired outcomes in focus, it is important to simplify the approach as much as possible, not letting the technical production options get in the way of the message.
From experience, it is always best to consider what resources you have available. Even with a straightforward set-up, it is advisable to have extra hands available to juggle the many aspects of a live or pre-recorded webinar or virtual event, and the support of a production consultant or team is money well spent when going the professional route.