How Events Defied the Crisis – 5 Tips for Events From the Covid Years

This article from May 2020 was updated in January 2022 and describes the situation during the Covid pandemic.

Was your company or industry one of those that depended on events?

We give valuable tips on how companies held events despite the crisis and gained an advantage over the competition. Because trade fairs, roadshows, training and conferences could take place even during the Covid pandemic!

How live communication worked despite Covid

The situation at the time forced companies of every kind to rethink. Hit particularly hard were all companies and industries that depend on live communication: trade fairs, roadshows, events, conferences, training and many other kinds of events had to be cancelled.

At least in their usual form! Because in times of crisis, the famous saying attributed to Henry Ford applies more than ever:

Stopping advertising to save money
is like stopping your watch to save time.

Henry Ford

And since, as entrepreneurs, we have a fundamentally positive attitude, we tried not to see that crisis as a threat but as an opportunity. With this blog article we want to help you seize such opportunities and make the best possible use of them!

Digitalising events

Even in times of #SocialDistancing, events could take place. Digital meetings and video conferences became as familiar – and everyday – a term for most companies as home office. Unthinkable for many just a few years earlier, they became part of everyday life.

Spoilt for choice? We help you decide:

“Digital events” (in German) – download the free eBook here.

The most popular meeting apps in Germany at the time:

• Zoom – despite initial data protection weaknesses, the most-used app during Covid. Most of our clients’ meetings ran on Zoom too.
• Microsoft Teams – if you already use Microsoft Outlook and Teams, you can create meetings very easily here and sync them with Outlook.
• Google Hangouts – if you work in the Google universe, Google Hangouts (since replaced by Google Meet and Google Chat) was a good way to connect virtually.
• GoToMeeting – this app was becoming more and more popular in Germany, scoring above all with picture quality and a secure connection.
• Apple FaceTime – if all participants use an Apple device, FaceTime is a good option.
• WhatsApp video calls – mainly used privately, WhatsApp’s video calling service also became more popular during the crisis.

Virtual trade fairs and digital press conferences

But trade fairs, roadshows, press conferences and specialist congresses can be digitalised too! Staged and marketed properly, this can even bring more reach and success than the “classic” format.

We have already digitalised a number of events for our clients and explain how it works.

Which events can be digitalised?

• Press conferences
• Specialist congresses
• Trade fairs
• Product launches
• Panel discussions
• Talks

How can events be digitalised?

The trend towards digital or virtual events had two forms, which were usually both used to generate maximum reach:

Live streaming of events and video recording of events.

• Event livestream – the event is recorded on site with (at least) one camera and broadcast live online. This can be a closed space, e.g. a Zoom conference or website, or an open channel such as Facebook, YouTube or other livestreaming channels (e.g. Twitch; Mixer has since been discontinued).
• Recording the event and providing it as video on demand – at the same time (or alternatively), companies can have the event filmed professionally and make it available online as an event video or aftermovie, or as a conference video.

The trend in the crisis: livestreaming events

As a film production company, we received many requests for event livestreaming at the time. And the advantage is obvious: companies could keep holding events, even without an audience on site – and at the same time for an unlimited number of viewers and participants.

Livestreaming is suitable for every kind of company event. In our experience, press conferences, panel discussions, talks and congresses are particularly well suited.

An event livestream can be structured like the popular conferences of Apple, Microsoft and co. But also like talk shows in which the presenter and/or speakers talk directly to the camera – and therefore to the viewer. Just like these two formats, livestreamed company events can be a mix of live speeches and pre-recorded videos, for example with further statements or product features and even corporate films.

Livestreaming an event – how it works

Technology:

To livestream an event, you need a way of recording the presenters or speakers in picture & sound. The rule here: the higher the quality, the better. It’s best to turn to professionals, ideally from film and video production, or alternatively from the events sector.

The technology is somewhat more elaborate than for normal events. But for almost all our clients, the costs were offset by savings on catering and venue hire – and sometimes even resulted in a plus, even without taking into account the greater reach and therefore the potentially higher ROI. Because space for participants and audiences is limited at an event venue; online it isn’t.

Channel:

Decide in advance which channel you want to stream the event on. This can be a video conference, for example via Zoom or GoToMeeting, but also a live video on Facebook or YouTube. If you plan more events of this kind, you can also build your own online platform with a separate login area for your participants.

We have already produced livestreams for almost 1,000 viewers and supported them with over 100 simultaneously active participants.

Content:

As with a conventional event, you decide in advance which topic should be covered in what form and depth. Remember that the viewers are not in the same room. Interaction options, breaks and Q&A sessions may shift as a result.

At the same time, the digital form of the live event opens up completely new options, depending on the platform – for example virtual Q&A sessions, interaction through chat messages or different meeting rooms.

More from your event: video on demand

This solution had another advantage: if you are recording your event with cameras and microphones for the livestream anyway, you can use the footage directly for secondary use as an event video aftermovie.

Creating an event video: how an aftermovie extends the life of your trade fairs and events

Your event video can be a best-of, similar to the classic event aftermovie. But you can also make the complete livestream available on demand, so that participants and other interested people can watch it afterwards.

For this, it is a good idea to divide it into sections. In the video, this can be done with transitions and captions. On YouTube, you can also set so-called chapters that viewers can conveniently jump to with a mouse click. Which brings us to another trend:

Interactive video – how this video marketing trend actively involves viewers

5 tips for your live communication in a crisis

Finally, here are 5 tips for your live communication.

1. Don’t cancel events

Even when it feels as if the world and the economy are standing still: they aren’t! During the pandemic, more and more companies recognised this, rethought and acted. Act too – don’t miss the opportunities, and use a crisis as a chance.

2. Record your event

Whether you want to livestream your event or present it in a video: make sure you have a high-quality recording in picture and sound. It’s best to turn to professionals for this, and don’t be afraid of the costs. They pay for themselves through savings on catering and venue costs, and bring profit through the wide reach of online use.

3. Livestream the event

Just because your participants and visitors can’t come to you in person doesn’t mean your event can’t take place. Take the event to your target group! This works via a video conference, through features of Facebook, YouTube and other channels, or via purpose-built online platforms. Live communication doesn’t have to mean “in person” only.

4. Stage events in a completely new way

When there is no audience on site, you have completely new staging options. How about a moderated talk show, for example, recorded by two cameras that alternately capture the statements, looks and reactions?

By determining camera angles and positions, you also determine where viewers look and what they focus on. So you can set completely new accents that would be almost impossible at a “real event”.

5. Use virtual trade fairs

One of the buzzwords of the Covid years was the “virtual trade fair”: digital alternatives and additions to offline trade fairs, where various digital content on a particular topic is offered in one shared online place.

These include virtual trade fair stands, recorded or live-broadcast expert talks, discussion rounds and of course the tried-and-tested exchange between industry insiders.

Conclusion: how events defied the crisis

We believe that every crisis holds an opportunity. We hope this article helps you see opportunities and completely new possibilities for your live communication that can make your events even more successful and lucrative.

Events can be digitalised and designed virtually. Modern audio-video technology makes it possible to record and livestream events, conferences and even whole trade fairs, or provide them on demand.

Company events didn’t disappear during the Covid pandemic – they changed. We hope you have been able to take something away from this article, and we are happy to help you put it into practice.