One of the most contentious topics in PR is measurement. What to measure, how to measure, and most importantly, do you need to measure.

The answer to the last question is: absolutely. Whether it’s to report back on the success of a PR programme, adapt and improve future efforts, secure funding for the next campaign, or to justify the importance of PR to the senior management team or board, measurement is vital.

We’ve come a long way from AVE (advertising equivalent value) and while measurement in PR is fluid, controversial and challenging at times, it can be done. But how?

This was the focus of our most recent Team Talk Session, attended by a selection of our clients who shared their own experiences and insights.

PR measurement is possible

We believe there are three key ingredients needed for successful measurement:

1. Support from your client in gaining access to the right tools and data
2. Clear objectives on what you’re measuring
3. Including measurement throughout the campaign lifecycle

But what does that look like in practice?

When working with our clients we focus on audience-centric measurement; that’s looking at audience visibility (how the campaign reached the right audience, with the right message via the right channel), engagement (response and reaction of those audiences), and impact (the effect of the campaign and how it contributes to the business’ overall goals).

Different approaches

For some clients in the session, they use measurement to both track awareness of their brand and demonstrate to management and investors that PR has a role to play in lead generation. This includes looking at web traffic, referral traffic, SEO, conversion ratios and the quality of leads that PR has a hand in influencing.

For other clients, it’s more about looking at the volume of coverage and share of voice generated from thought leadership campaigns. While it is possible to determine the link between leads generated from a specific piece of content, it can be expensive and places additional strain on budgets.

Blurring lines

This began a discussion around the merging of PR and marketing, and the rise of integrated campaigns. It is becoming increasingly difficult to pick out the PR or earned element from a campaign. Looking at a research project, for example, that starts off as a PR campaign with the creation of an idea, report and press release and ends with marketing developing MQLs off the back of that idea. While the assets have been provided by PR, it is marketing that gets the credit for lead generation even though it is the earned element that provided the platform. This is why it’s so vital that PR and marketing work closely together and complement (instead of competing with) each other.

The data challenge (and opportunity)

One of the challenges highlighted in the discussion was data. With the use of different platforms (HubSpot, Google Analytics, etc) there’s often a disconnect between them resulting in varying metrics, with varying interpretations. And that’s not to mention metrics from other areas of the business, such as sales, that also needs to be taken into account.

One significant opportunity that measurement data represents, however, especially for social media, is that there is a lot you can tap in to in terms of channel performance, content performance, campaign data and so on. Importantly, the discussions highlighted that measurement should just be about more than the numbers; for example, looking at who is engaging with what content, and what the quality is of your followers versus just the amount.

Regardless of whether it’s social media, PR or an integrated campaign, the key takeaway was that you need to understand which metrics to report on and consistently bring them back to your overall business objectives to ensure you’re seeing the bigger picture. This sentiment also means getting buy-in from senior management or the board to ensure the proper alignment with those business goals.

To find out more about the Whiteoaks approach to measurement, read our COO Hayley Goff’s blog.

In our next Team Talk session on 29 May we’ll be talking about our latest research into the Secrets of Tech Growth. Keep an eye on your inbox and our social feeds to find out more.

Two months into lockdown and the carpet is starting to wear thin from virtual Zumba classes and on-the-spot marching.

Sure, it’s not the same as throwing yourself around a dance studio. But for me at least, maintaining some form of daily exercise is a little oasis in the storm of this situation – and if my flooring bears the brunt, then so be it.

Because this is the new normal – for now, at least. And in this unprecedented time of social restrictions and remote working, we’ve all got to find ways of keeping calm, carving out some ‘me’ time and focusing on our mental and physical health. Whether that’s running a marathon on the balcony, baking brownies with a housemate or keeping in touch with loved ones via video chat (Zoom quiz, anyone?) it’s important to identify the things that keep us going in times of crisis.

This week is Mental Health Awareness Week, and I for one think the timing is impeccable. While a lot of people have taken lockdown in their stride, others have found it harder. Being separated from friends, family and loved ones, as well as being restricted from the activities of normal life, can have a major bearing on mental health. In such an unusual and uncertain situation, it’s no surprise that feelings of isolation and anxiety have hit an all-time high across the nation. However, despite ever-increasing awareness of mental health conditions and a collective understanding of the difficulty of the current situation, a lot of Brits feel duty-bound to maintain the ‘stiff upper lip’ stereotype that defined our nation in years gone by.

No more.

This year, the theme of Mental Health Awareness Week is kindness. Research shows that kindness and mental health are deeply connected, and this makes a lot of sense. Whether it’s sending a text to a friend in need or making a cup of tea for a family member who’s having a bad day, random acts of kindness make the world a better place. But while being kind to others is important, being kind to yourself is essential.

So, if you’re struggling to concentrate, don’t be hard on yourself. If you think you should be running 5k every day, but you can’t quite bring yourself to put your trainers on, put the kettle on instead. And if you need some extra support, the NHS has released a number of fantastic apps and online courses to help deal with the emotional impact of the current situation:

• Big White Wall – round-the clock support from therapists to help you deal with stress and anxiety
• Catch it – support to manage negative thoughts and look at problems differently
• SilverCloud – an eight-week course to help you manage stress, anxiety and depression at your own pace
• Ieso – an instant messaging app to quickly and confidentially connect you to mental health professionals

Being kind – to yourself, and to others – costs nothing. So, indulge in some self-care, download an app (or two), and remember that help is never far away – even if it is socially distanced for the time being.

#MentalHealthAwarenessWeek

#BeKind

As the UK nears the end of week seven in lockdown, attention turns to Number 10 and an anticipated announcement this weekend outlining the framework of the country’s exit plan. In particular, the nation’s retailers will be hoping for guidance to enable them to reopen their doors, with 69% of non-food retailers “significantly” impact by the virus.

However, with scientists warning that social distancing measures of some kind are looking likely to remain in place for the next few months at least, how will the high street need to adapt, and what kind of changes can we expect to see?

Maintaining employee and consumer trust will be paramount to ensuring brand loyalty and custom on the high street, especially with competition from the comparative convenience and safety of online shopping higher than ever before. Retailers that are seen to have robust procedures and policies in place to ensure the safety of all, and those who offer a customer-centric experience focusing on the personal touches that online retail therapy cannot deliver, will be viewed most favourably.

In the first instance, it’s likely that we’ll see many following supermarkets’ lead, with strict social distancing measures and limits on the number of customers in-store at any one time. In the US, we have seen many big retailers ban customers from inside shops altogether, opting for a ‘click and collect’ style system, where the customer parks up while a retail worker brings their order out to them. While some shops in the UK were beginning to introduce these measures prior to the pandemic, it’s likely that we’ll see a scaling up of this beyond supermarket and DIY stores.

For retailers, this opens a Pandora’s Box of new considerations, with stores fulfilling the role of an end-of-supply-chain distribution centre in this scenario, rather than offering the immersive retail experience that has been the focus of recent years. The role of a retail worker will become more labour intensive, so more employees may be needed with a different set of skills.

Beyond this, we’ll see retailers amending their policies and procedures to consider the practicalities of operating in a pandemic. Robust health and safety has always been an important consideration for shops, but never before has it been so critical. To build and maintain trust, retailers will need to ensure they have measures in place which not only safeguard their employees, but also their customers. For example, increasing time allocated to deep cleaning – and perhaps closing mid-shift to do so – and tracking which employees work together for potential contact tracing, in tandem with reconsidering their sick policies to encourage workers to remain home if they feel unwell, will all be important considerations.

Communication will be key, and retailers need to be confident in the technology and channels they have in place in order to be able to deliver clear and concise information to employees as and when guidance is released, enabling them to comply with any new rules.

With so much still uncertain, looking to the future, what is clear is that the COVID-19 pandemic and its undeniable fallout will leave long-lasting marks on the retail industry. For brands currently without any online channels – such as fast fashion favourite Primark – the pressure is sure to be on to review their digital transformation strategies and attitudes by way of necessity.

What is the one piece of tech/software/device that you discovered you can’t live without during lockdown?

SG: It’s a tough one.  My phone continues to be a vital additional limb but without my Garmin watch I’d be lost.

JK: Zoom (closely followed by Microsoft Teams).

 

What has been your favourite lockdown activity so far?

SG: Family quizzes have been great but I’ve been taking part in a virtual running challenge which has been a great distraction!

JK: A Cavapoo puppy (Dave) joined our family just before lockdown began.  I try to take him for a lunchtime walk every day.

 

What is your favourite lockdown snack?

SG: The demand for crisps in our house is out of control!

JK: I’ve recently discovered Malteser Mint Buttons (best if kept in the fridge) – they’re very good.

 

What are you currently watching/reading/listening to?

SG: Ozark on Netflix is taking up all my spare time!

JK: I usually have a chill-out playlist on in the background during the day.  We also recently binge-watched the second season of After Life.

 

Have you learnt or tried anything new?

SG: Homeschooling.  Not for me.  No career change imminent!

JK: I’m definitely doing a lot more cooking, usually with my 12-year-old son as ‘assistant chef’. The results are ‘varied’.

 

What’s the first thing you’ll do when lockdown is lifted?

SG: Visit family for much needed hugs and catch-ups.

JK: Take Dave to see my parents. I might stop for a pint on the way home too 😊.

Whiteoaks Team Talk – Session wrap-up

It’s safe to say that the new normal is starting to become… well, normal. We’ve adjusted to new operating practices and are focused on ensuring business as usual, especially when it comes to PR and marketing.

This sentiment was reflected by recent research by the PRCA; according to its confidence tracker, after an initial period of disquiet confidence levels are surging. The PRCA’s director-general, Francis Ingham, says this shock has given way to “a calm confidence in the fundamental strength of our industry”.

But what does this look like? What issues are companies experiencing in the new environment? And how are they adapting their tactics? Where does creative fit in?

These questions formed the basis of our latest Team Talk Session. The informal session was attended by our clients and prospects who shared their own experiences and insights.

Live in the now, think about the future

One of the key themes of the discussion was that it is a critical time for brands and how they present themselves, and talk to their clients and the market. In fact, it’s never been more important to be human, authentic and relevant, something we discussed in our first Team Talk Session.

But it’s also vital that brands look ahead; as we move on how do we keep things fresh, keep the interest of our audiences and keep creativity flowing?

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR which is building credibility and delivering messages effectively. The brands that are winning are the ones that have had their communications successfully distributed through the lens of a journalist resulting in authentic and meaningful stories being delivered directly to audiences.

The session also covered how PR can be used to unite owned, paid and earned media, elements that don’t work well in isolation. Instead, it’s this combination that drives improved results and, importantly, impact. Earned-led campaigns will drive conversations which can then be amplified across supporting channels.

And when creativity is added to the mix so much the better. Especially now when there’s more of a focus on boosting engagement, humanising communications and ensuring that how brands are positioning themselves now translates into a longer-term strategy.

Used correctly, creativity can drive competitive edge and create a unique experience to engage customers and prospects. It’s about making the audience stop and think, and making brands stand out from the crowded marketplace they are operating in.

Also, creativity isn’t just for B2C campaigns in fact there is a case to be made that this is more important in B2B communications due to the higher risks which are involved. It can also be shown in many different ways and could be as simple as tone or a visual. But a great creative idea, simply told, has more chance of sticking in the mind of the audience.

Out the box thinking

Adding value

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR, which is building credibility, and forming the nexus around which other elements such as marketing and social media can add value.

In our next Team Talk session on 15 May we’ll focus on the topic of measurement, while also hearing from our clients about their issues and experiences so far. Keep an eye on your inbox and our social feeds to find out more.

A few weeks ago, the BBC’s Technology Correspondent, Rory Cellan-Jones read my mind. I’d been trying to focus on the positives in the difficult and unfamiliar situation we all find ourselves in and this led me to wonder what things would have been like if COVID-19 had hit say 15, or even 10 years ago. The next day the BBC published this piece, exploring exactly that.

The things keeping many of us sane at the minute are video calls with family and friends, digital pub quizzes or virtual exercise classes, social media live stream cook-a-longs with famous chefs or our favourite restaurants. But 15 years ago, before the first iPhone had launched, when Facebook was only a year old and only used by US college students, and our beloved Instagram wasn’t even a pipedream – how different our lives were!

It doesn’t sound like a vast amount of time, but when you look at the evolution and development of consumer technology in the last 15 years, it poses the question – what should we expect in the next 15?

If this year’s CES was anything to go by, there are some weird and not so wonderful gadgets which we could see making their way into our homes in the next decade or so. There are, however, a number of slightly more practical technologies which look set to impact the lives of the average consumer before too long.

Autonomous cars

One of these technologies is autonomous vehicles which I’m sure we’ve all heard a lot about in the press, but it still seems like a long time until you can order a driver-less Uber. Nevertheless, the prospect of driver-less cars is very exciting and it seems certain that with some more refining they will eventually become mainstream, bringing with them cost savings, reductions in road accidents, and potentially revolutionary impact for industries including e-commerce.

Augmented reality

For those of us that enjoy shopping but prefer the comfort of our sofa with a cup of coffee, augmented reality is on the horizon. The technology will enable consumers to pick up products, try on outfits, position a new table in their dining room, read allergy labels, ask questions and then finally make the purchase all using AR. Some are even predicting that Coronavirus will force the hand of retailers and accelerate the automation of the industry.

The smarter home

The ‘Smart Home’ is a phrase that has truly taken hold in recent years and the concept looks set to evolve in the coming decade as home technology advances and it becomes more affordable. You can already purchase fridges, washing machines and other appliances which are fitted with smart displays and sensors and some are even internet ready. There’s definitely a conversation to be had around what data big companies would gain access to and how we balance ethics with convenience, but I for one am looking forward to the days when my fridge can prepare me a ice-cold G&T as I finish work on a Friday.

While it may be doubtful that anyone really knows exactly what will happen in the next 15 years, if technology continues to accelerate at the speed it has for the past 15, then we’ve got a lot to look forward to!

By now, I think it’s safe to say that there isn’t a single industry that hasn’t been affected by the current crisis in some shape or form. Although arguably the exhibitions and events industry was one of the first to really feel the impact.

In what felt like a matter of weeks, the global events landscape changed drastically. Probably the most significant turning point was the cancellation of Mobile World Congress in February, a move which marked the start of a ripple effect across the industry. Since then we have seen event cancellations across all industries including NAB, Retail Expo and most recently InfoSec in June.

For event organisers, cancellations cause a great deal of disruption, anxiety and lost revenue. For marketing and PR professionals it’s a similar challenge. Not only do event cancellations come at a great cost to marketing budgets, revenues and sales, but many organisations have planned their marketing campaigns, product launches and strategies around industry events, all of which have been thrown into disarray.

And with organisers unable to re-organise events when we don’t have a timescale for returning to business-as-usual, the question for marketers is: what should they do?

Impact for marketing campaigns

There’s no doubt that running marketing campaigns in this current climate is challenging. Sure you can delay campaigns – in fact according to Marketing Week, almost nine in 10 marketers have already done so – but with the current crisis looking set to continue indefinitely how long should you wait?

While some planned content and events may not be appropriate at this time, organisations shouldn’t cut off all marketing and communication as meaningful relationships can be built and maintained even during a crisis. The key is that content is useful, particularly at a time when many employees are stuck at home.

Where activity was reliant on physical events, marketers need to think instead about whether this can be digitised. Can a new product be launched digitally instead? Can you create your own company event to relay the same content? Can you use social media to amplify and reach the right audience?

Think outside of the box

In the past few weeks alone, we have already seen many companies turn towards video content as a replacement for physical events. This has come in a variety of forms – from pre-recorded webinars to live virtual or digital events. Some are taking advantage of channels such as Facebook and LinkedIn Live to live stream presentations, talks or short events, while others have created their own interactive virtual conferences using virtual event platforms.

This shift is also something that we’re seeing in our own client base. With this year’s NAB Show in Las Vegas cancelled, both Nevion and ATEME chose to hold their own events to ensure that any content created for the show was not wasted.

Nevion, the self-styled Architects of Virtualized Media Production, created its own virtual “NABshow”, which it called “Nevion Alternative Broadcast Show – At Home with the Architects”. The concept was to create an experience as close to the real event as possible, combining online face-to-face meetings in the week in which NAB should have taken place, with online presentations/webinars before, during and after the event. The purpose of the initiative was not only to inform customers, prospects and partners, but also to engage actively with them. PR and social channels were used much in the same way as they would have been for the real “NABshow”, i.e. to promote the planned activities but also underline in the market the expertise and experience of Nevion. The outcome was an exceptional week of meetings, and the highest attendance of any Nevion-organised webinars by some considerable margin.

ATEME took a similar approach and launched ‘24h of ATEME’ – a series of live webinars to maintain engagement with customers around the world. The event took place over 24 hours – as a global business this was something ATEME could facilitate – and comprised a series of live sessions which took place via Zoom. Sessions started in France, before heading across the Atlantic to the US East Coast and West Coast, followed by Australia, South East Asia and then finally back to Europe for the finale. Customers could jump in and out of the stream at any time to join the sessions they found most relevant and ask questions in real-time throughout.

The event itself was an interesting and unique concept that helped to unite customers across the globe in the current crisis. Importantly, the event topics were not driven by ATEME but by customers who provided input on the issues and challenges they wanted to discuss, and event topics planned accordingly – an approach which works particularly well in times of crisis.

The future of events

While the cancellation of events provides a huge headache for marketers and businesses alike, it’s clear that not all is lost. Opportunity still exists to engage virtually and try out new tactics that perhaps wouldn’t have been considered before.

What will be interesting to see is whether these new ways of marketing and communications will stick once the pandemic ends. Will virtual events be the new normal as companies realise they don’t need to attend industry events to achieve results, or will we simply just forget and revert to business as usual? There will always be a desire to share information face-to-face, but the impact of the pandemic might just change the format and shape of events not just now but for the future too.

By Mark Wilson, Creative Director

Creativity. The very word fills some with anxiety, while others seek it out and embrace it. The reasons for these opposing views are many; creativity is intangible, ethereal, it means different things to different people, and there’s no formula to follow in order to get it.  Yet, everyone desires it.

For me, creativity is about seeing things in an alternative way, presenting concepts in a distinctive light, and at its core, problem solving. It is displayed all around us through the obvious disciplines like art, music, theatre, and through less obvious avenues like cooking, gardening and even maths.

In the communications world, creative ideas are the building blocks for successful campaigns that reach the desired audiences and achieve specific objectives like boosting awareness or lead generation. Here, it’s not just about using imagery or graphics, but about understanding the core message, the single-minded proposition which will captivate audiences and change behaviour.

Creativity is inherent in everything we do — and it’s more important than ever before considering how many competing messages there are out in the marketplace. For example, if you write a about a well-known topic in a unique way or provide a distinct point of view, that’s creativity at play.

While advertising and marketing are built on this concept of creativity, it is not exclusive to these industries, nor is it exclusively in the realm of B2C. Creativity has a vital role to play in PR, social and digital, as well as in the overall B2B space.

Of course it’s evolving; moving away from the rather stereotypical view of creativity in B2B as the use of stock images of business settings, meetings, people working in offices — you know the ones I mean.

The growth of design services and the use of a more creative mindset in B2B is certainly challenging that stereotype. Why can’t business audiences enjoy creativity? After all, end audiences, regardless of context, are still human.

I would argue you can be even more , through the use of personalised messaging and graphics that will inspire, engage and work towards the ultimate goal of unlocking curiosity. This applies to a host of collateral, from personalised short videos, and direct mailers, to digital banners or interactive online experiences. The possibilities are endless.

While there may not be a magic formula for creativity, it’s worth noting that — just as in all forms of communication — whatever you do, needs to have a strong idea behind it, aimed at the right target audience, saying the right things. It needs to be relevant.

I believe all people are creative. It’s not a skill reserved for graphic designers or copywriters. And we should be nurturing this; people have diverse life experiences and perspectives, and therefore bring different views to the creativity table. The trick is how to capture and transform them into messaging and meaning that audiences can relate to. It’s about making it work for you and your objectives, not jumping on the bandwagon.

When thinking about creative campaigns, ask yourself this all-important question — is this the right thing to do or is it just what everyone else is doing?

At Whiteoaks our newly established Creative Department is working hard to transform the fruits of our creative labour into tangible results for your business that align with your objectives. Whether that’s standalone creative concepts or full campaigns, branding, digital or print assets, we’re here for all your PR and content marketing assets.

Get in touch to find out how we can help.

What is the one piece of tech / software / device that you discovered you can’t live without during lockdown?

TA: Workwise, Zoom and Teams have been hugely helpful to keep in touch with the team during WFH. But I’m very grateful for my SONOS system that I got a while ago, having music on throughout the house makes staying inside much easier.

JK: Definitely my AirPods. Whether it’s listening to the Harry Potter audiobooks whilst I work or music whilst getting my daily exercise, they are a lifesaver!

 

What has been your favourite lockdown activity so far?

TA: Not having to commute has given me a lot more time to run and walk so I’ve been able to explore lots of different routes in my area.

JK: Whiteoaks’ virtual quizzes and bingo aside, my friends and I have kept ourselves entertained by setting each other challenges which have so far included seeing who can eat a full apple or carrot the fastest. If anyone has any ideas, get in touch!

 

What is your favourite lockdown snack?

TA: Easy. Crisps. A cupboard full of crisps has been my go-to.

JK: I’m not really a snack kind of guy but a cold beer at the end of the week is a treat, especially now that the weather is improving!

 

What are you currently watching / reading / listening to?

TA: Unlike everyone else, we haven’t watched Tiger King yet…but we have just finished season one of Fargo on Netflix and I’ve nearly finished reading Stephen King’s 11.22.63, proving to be quite tense near the end!

JK: I am currently reading a book called ‘Everything is f*cked’ by Mark Manson. Whilst it sounds pessimistic, it raises some interesting points about human values and motivation. A timely read for sure.

I am also using the time to listen to sports and fitness podcasts. The Peter Crouch podcast and The High Performance podcast are my current favourites.

Oh, and obviously the Harry Potter audiobooks.

 

Have you learnt or tried anything new?

TA: I love pasta, so when all the panic buying was commencing it meant that we had no pasta. So, I resorted to making my own and after a bit of trial and error it actually ended up being pretty good. I’ve also attempted to make bread during lockdown so my culinary skills are being tested.

JK: As my team know all too well, I have been trying my hand (or fingers) at learning the piano. So far I have mastered ‘Mary had a little lamb’ and have moved on to ‘You’ll never walk alone’. Beethoven’s legacy is safe for now…

 

What’s the first thing you’ll do when lockdown is lifted?

TA: I would like to say go on holiday as we have one booked in June, but I don’t think that’ll be happening. So, we’ll probably just end up seeing family and friends and sitting in a pub garden — hopefully, the weather is still good!

JK: This is something that I have given a lot of thought over the last few weeks. I will get a haircut, go to the gym and then to the pub to catch up with friends over a cold one.

Whiteoaks Team Talk – Session wrap-up

In these times of adjusting to new living and working practices it’s vital that we keep the lines of communication open and keep conversations going. With that in mind, we recently hosted our first Team Talk Session, an informal forum for our clients and businesses we’d like to work with to chat about their PR and marketing experiences. The conversations were structured around two key areas:

• To campaign or not to campaign?
• Social media strategy in an uncertain climate

While each client had different perspectives, everyone agreed that the world is still turning, businesses have to keep going and do what they can to survive. The challenge is in finding a balance between that business-as-usual approach and sensitivity around our current circumstances. For the most part it’s communication and messaging that plays the critical role here.

A softer approach

The general consensus was that the so-called “hard sell” approach had taken a back seat to more authentic conversations, focused on longevity of relationships and helping customers with their current needs. Ultimately, people still want to feel connected; it just means approaching PR and marketing slightly differently.

Participants also said they were focusing more on building / maintaining existing relationships with their clients and less on establishing connections with prospects. However, that’s not to say they are not communicating with them at all.

Overall, communication needs to tick three boxes. It needs to be:

• Authentic / human
• Relevant
• Supportive / empathetic

This also applies to social media. Before the current crisis, social media messaging was aligned to business objectives and target audiences. That hasn’t changed. Instead, just as with other PR and marketing activity, the content priorities and tone have been adapted.

Social media is being consumed more now than ever before and for brands it’s not the time to walk away from social media. The key is to create smart and informed content based on customer need. Many companies are using it to keep both staff and customers up to date and engaged and are actively monitoring social conversations to find ways to engage with audiences to create stronger connections.

Importantly, companies are re-assessing their paid campaigns to ensure the messaging is still relevant.

Try new tactics

We also talked about adjusting our approach — if content, such as video for example, generated in a home office, isn’t professional enough or doesn’t set the required tone, rethink it. In the same way, with so many events and trade shows being placed on hold, organisers have turned to virtual environments to bring people together. Whether this is through a pre-recorded webinar or a live-streamed event, businesses that are using these events as part of their PR and marketing campaigns also need to adjust their approach.

This discussion raised another important question, one that won’t be answered in the near future. That was: what does the future of the events industry look like? Once we come out of lockdown and the country is once again truly open for business, will the appetite for live events still be there? Or will this new virtual approach change the landscape forever?

One element that may sway thinking is the fact that some of our clients that have been participating in these virtual events say that the quality of their lead generation is actually better. On the other hand, it does remain a challenge to balance the conference or keynote discussion activity with networking activity, which is where the real human interaction typically takes place at a show and is arguably some of the most important time spent with audiences.

In it together

The session finished off with us all sharing the virtual activities we are doing to keep staff engaged and motivated, from pub quizzes and bingo, to photo challenges, lunch and learn sessions, and digital drinks.

Our next Team Talk Session is scheduled for w/c 20 April — keep an eye on your inbox and our social feeds to find out more.