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WHY AND HOW YOU SHOULD CREATE DIGITAL EVENTS_

COVID19 has shut down all major physical events worldwide. In the light of this worldwide pandemic, we've seen a tremendous rise in digital events with all sorts of creative execution. And let's face it: Digital events aren't just a temporary fix until this is all over. It's the new now. Soon everybody will be doing it and will continue so even after the COVID19 outbreak is under control. You'll want to raise the bar higher than Google Hangout and Zoom meetings recorded with an in-built laptop cam. But how?

We've put together this guide on how to create digital events on the highest level. We're talking festivals, conferences, seminars and fairs of the sort that will position you as market leader and creative firstmover. It's free. Enjoy.

Culture Works can assist you in every step. Just reach out. 

Behind the scenes on production for an international sales conference. Client: HUMMEL.

1. WHY YOU SHOULD DO DIGITAL EVENTS

We could write tons of scroll pages about the adventages with creating digital events, but for now let's zoom in on 4 obvious reasons why you need to get going:

 

A. REDUCE COSTS

NO ACCOMODATIONS

You don't need to fly speakers and artists to your venue and accomodate them. Furthermore you don't need a production suited for 500 or 1.000+ people.

B. LONGLASTING CONTENT

RECURRING VIEWS

You might be broadcasting, but you're at the same time producing high-end content that can be used in both short and longterm communication plans.     

C. SHOW INITIATIVE

MARKET LEADERS

We're facing a new world situation and all companies have to evolve to survive. Don't sit on your hands - show creativity and initiative by creating unique digital events.

2. KEY ELEMENTS IN DIGITAL EVENTS

Regardless of the format and platform, there are a few key elements that are always present in a digital event. If you take advantage of them and use them right, your event goes from average to a level where competitors envy you. 

 

A. VENUE

YOUR BASE

Even though we're talking digital, a physical venue is important. Some one would argue even more important. This is your base and your center of creation from where you produce and broadcast everything. Find a venue suitable for your context and with great acoustics!

B. SET DESIGN

WHAT YOU SEE

While venue is the base, your set design is what people experience as the backdrop behind their screens. That makes a set design crucial for your digital event. They key is to create the design for the cameras - the lences are the audience' eyes.    

C. AV PRODUCTION

PROFESSIONAL SETUP

Regardless of which medium you choose to broadcast through, always go for a professionel AV production. This will lift the entire project to the next level. Culture Works collaborates with trusted partners on both video, sound, production and live broadcasting.

D. AUDIENCE

INTERACT

The main concern about a digital audience is to maintain their interest during the event. You need to activate the audience by making them interact with the speakers/artists and eachother. You can also add a physical layer - fx by sending out an eventkit to each participant before hand.

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BE AWARE

Don't just jump the bandwagon. You have to consider if it makes sense to switch your former physical event to a digital format. Maybe, maybe not. You could also just need a new concept.

3. IDENTIFY KEY PURPOSE FOR THE EVENT

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Behind the scenes on production for an international sales conference. Client: HUMMEL.

First, you need to ask yourself a series of questions about what you wish to gain from your digital event. Your answers to these questions will point you in the right direction regarding format, production and execution. Use this list as basic and supply with more specific questions about your company, excisting strategy, etc.

 

CHECKLIST

1. Above all, what do you wish to achieve? To sell a product? Build reach? Strengthen your business culture? In this phase, name only one primary goal.

2. Who's your key audience? What are their media habits?

3. What should the format include? Fx 'we need a forum for people to network' or 'the format should be designed to be shareable on social media'.

4. Whick key elements need to be included? Your graphic Identity? USPs from your strategy? You don't need to know how at this point. Just list them, so you won't forget.

5. Are their surrounding elements that should be take into consideration? It could be that your event is a part of a bigger digital event. Or it could be that your event is launching across several timezones.

4. SCOPE THE PROJECT

There's a first for everything, so let us save you the first mistake. The worst way to start out is thinking of your digital event as a minor fix project that can be done for half the budget with half the resources. WRONG. Actually it's the other way around. You need to scope this project, like you've never scoped before, and you need to allow yourself to dream of creating an event more visonary that you've ever created.

Here's a scoping list for you.

SCOPING LIST

1. Get your team in place with at least a project manager and coordinator.

2. Have a clear overview of the total budget and subcategories within the budget.

3. Identify all ressources and skills needed in your project. Make an overview on what you can handle inhouse and what services you need agencies, freelancers and subcontractors for. 

4. Do a clear timeline, break the timeline in to minor steps and setup deadlines for all phases.

5. Establish a clear line of communication, both upwards the chain of command in your business and all the way down to subcontractors. 

6. Schedule weekly status meetings.

5. STOP SELLING, START CREATING

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Behind the scenes on production for an international sales conference. Client: HUMMEL.

Whether you're creating a digital festival or an internal digital sales conference, you need to remember excatly that: you're creating!

You used to do it physcially, now you're doing it digitally, but it's basicly the same thing. You need to build a concept around your event containing everything from a graphic universe to a set design. Think about how you can actually lift your brand by going digital instead of just patching up a wound.

This is the hardest part, and we can't give you a generel recipe. It takes time and knowlegde. But start out by taking a look on our cultural models. Hopefully they'll get your ideas running.

BONUS TIPS

Think about how you can add a live element to your digital event that is immersive. Something the audience really feel.

Always, ALWAYS, create something original and unique content for your digital event. You audience should have the feeling of attending something created passionately just for this event.

6. PROFESSIONEL PRODUCTION

Okay, so let's sum up this far. You know why your doing your digital event, your team is in place and you have a clear idea about what your concept is. Nice work.

Let's say that you're doing a digital conference across 10 countries. You have speakers with presentations and an audience. Now one question raises above all:

LIVE OR RECORDED FOOTAGE?

LIVE

Live will be more immersive just by being live, but to produce live even at minimum production level requires a larger budget. 

RECORDED FOOTAGE

Recorded footage is an easier and more safe way to play it, because you have lots of time in the editing room before going on air. Going this way you need to lift your creativity and production to the highest possible level to impress your audience.

Next up is... yes, you guessed it: Another list.

PRODUCTION CHECKLIST

1. GRAPHIC IDENTITY FOR THE EVENT

2. INTRODUCTION FOR SPEAKERS

3. MUSIC THEME / TRACK FOR INTRODUCTION 

4. PROFESSIONEL VIDEO PRODUCTION CREW

5. IF LIVE - BROADCASTING SOLUTION

6. WEB UNIVERSE WITH PLATFORM FOR CONTENT

7. THE END - OR WHAT?

We hope you enjoyed this guide and that it took you a step further towards an awesome digital project. Remember that we're here for you and ready to create some kickass projects - together from a distance. All the way from idea to production to execution.

 

With digital love, 
Culture Works

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CW Group ApS

Cultural Agency

+(45) 292 848 71
hey@cultureworks.dk 

CVR: 34627878

AAR Office

Mejlgade 72,
DK-8000 Aarhus C

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Ryesgade 5,
DK-2200 Kbh N

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