Delivering virtual awards with distinction
By Michael Jones.
International Confex 21’s Association Event Forum saw its fourth discussion of Day 1, 1 September, held under the title ‘Delivering virtual awards with distinction’. The panel outlined how to deliver effectively virtual awards using the Emerging Payments Awards 2020 as a case study.
Speakers included: Ed Tranter, managing director of 73 Media and Ben Agnew, CEO of the Emerging Payments Association.
The Emerging Payments Awards 2020 saw a live virtual ceremony hosted by comedian, Sara Pascoe, with 1,100 registered attendees.
In terms of delivering an effective virtual event, Tranter referenced how organisers shouldn’t try to lift the structure of an in-person event into the virtual medium and expect it to be as effective. Instead, he suggested organisers should “look at the virtual events as TV, rather than an awards show”.
On this theme, Agnew argued the most important thing was to “protect the outcomes, not the replication of the traditional in-person experience.” In order to protect these outcomes in virtual events, Agnew suggested that each aspect of an event “must be measurable and attributable to show its effectiveness.”
In his concluding remarks on how organisers of awards can learn from virtual awards In an in-person setting, Agnew added: “A wrap around campaign is an important aspect of the virtual event that can apply to physical awards in future. You must ensure that your marketing effectively covers pre-event, during the event, and then continues to maintain content for the months post-event.”