“Live” to Virtual Shifting

Originally published March 2020. Updated June 2026.

The pandemic known as COVID-19 disrupted many events, spring expos, conferences and other plans for large gatherings. City and state governments capped the number of people who could gather, minimizing virus exposure. Consumers like to be personally engaged with a brand, but the ban or cap on large assemblies precluded that. What were the options?

One viable strategy was the virtual event. Organized and executed properly, brands could still reach their target audiences with much success. Brands learned from "live" conferences that pivoted to virtual. One such event was the 89th annual Geneva International Motor Show, originally scheduled for March 5–15. Rather than displaying the latest luxury and everyday cars, its organizers gave registered attendees the opportunity to view pre-recorded previews and briefings. They were also invited to participate in livestream press conferences. Open Compute Project, a leader in sharing data center design products with leaders like IBM, Facebook, Dell, Cisco, and the Ali Baba Group, also turned its May 11 conference into a virtual event. IBM's May 5–7 Think Conference also went virtual. Brands, especially those that sell apparel, can also benefit from virtual shows in place of large presentations — with planning.

Necessary Steps

As with any marketing plan, a goal or goals first need to be set. Analyze the brand's target audience as to their favorite days, times, and platforms they're online and select one.

Historically, the most popular virtual events have included one or more of the following: pre-recorded videos, livestreaming, forums and/or panels, and animated content that educates. Another option is to empower participants to choose what they wish to do or discuss with a panel of the brand's experts.

The next thing to think about is the kinds of stories and messages that might be employed with thought and planning on how they will deepen the consumer experience. At the same time, plan on weaving some of these into high-quality videos.

Gather the most often asked questions from previous live events and be prepared to answer them. Gather with staff to flesh out other potential questions and answers.

Virtual events are more time-consuming than live ones and require more thought and planning. To get the most out of them, brands must adopt a strategy that lines up with their goals. They need the proper digital tools to deliver their message. The stories that are created must be compelling — and those told from another customer are extremely powerful. Participants must be absorbed in and occupied with video that holds attention.

Brands with live shows, exhibits and exhibitions scheduled for the next few months should shift to virtual and negate last-minute scrambling if the event is or must be cancelled. Announcing the shift beforehand also signals concern and respect for the consumer and helps maintain interest and loyalty.