The events industry has seen huge losses in the wake of the global coronavirus pandemic.
Companies accustomed to hosting high-dollar experiential events, intent on generating buzz and sales through sheer creativity and showmanship, were forced into a socially distant alternative: Digital events. The switch from physical to digital isn’t easy, and many familiar concepts – especially for attracting attendees – no longer apply.
How does a company, especially a Fortune-100 tech giant like Dell Technologies, quickly pivot to transform its lucrative flagship event into a memorable digital experience?
The first (and most obvious) answer is to hire Opus Creative for help. But the next step is to embrace the unknown and learn from mistakes.
“Many times, it felt like we were building the ship while we were steering it,” said Lauren Featherstone, Senior Program Manager for Opus Creative. “It was truly a collaborative effort, with a lot of trial and error. It was a huge learning year, so we had to remain flexible and learn as we went along.”
Following the successful launch of Dell Technologies World Digital Experience in September 2020, we reflected on our learnings and came away with these high-level takeaways.
Note: This is the first blog post in a series about Opus Creative’s take on the major differences between demand gen efforts for physical and digital events.