When the pandemic hit, many businesses were forced to think on their feet to avoid financial ruin. Especially those in the events industry, whose business relied entirely on the venues that were suddenly lying empty and unused. The UK events industry alone is forecast to lose at least £58 billion (VisitBritain, 2020).
When Jo Ferreday, Managing Director of Sheer Edge Events, heard the news, she knew she had to think quickly. The award-winning multi-service events agency was forced into rapid pivot, or face a sudden end to their five years of success.
Sheer Edge recently won ‘Customer Service of the Year’ at the Nachural Entrepreneur Awards, and found their natural focus on customer-centricity was the perfect starting point for a strong new strategy. The key was to understand their clients’ evolving needs in this unchartered territory, and how to tackle translating the goals of live events into a virtual context.
“We found most clients had to move their live events into 2021, but still have a requirement to communicate and have some form of touch points with their teams, clients and wider audiences” stated Ferreday.
Sheer Edge soon began moving their events expertise online due to client demand, turning their skills to running a series of virtual events and sourcing virtual entertainment for their client base.
The benefits of online events opposed to in-person events are substantial. Without catering, venue hire, security and insurance, events can be run at much lower cost. They’re also easier to measure; event organisers will know exactly who engaged with what, how long for, and how this converted into vital clicks or traffic for businesses.
The triumph of their virtual events services inspired Sheer Edge to put on a virtual event showcase, demonstrating the options available to businesses to communicate effectively with their customers in a safe, legal way, protected from the threat of further lockdowns or restrictions.
They approached Northampton-based Outlook Creative Group, design and production specialists to support the virtual event showcase with one of their famed bespoke creations.
The aim is to equip delegates with innovative ways to communicate with their stakeholders within virtual and hybrid events, demonstrating the tools and services available to them to ensure engaging experiences that help them achieve their goals.
Adam Sherlock, creative director of Outlook Creative comments “When Jo got in touch to ask us to partner on this event, we jumped at the chance. We have been supporting our clients with hybrid solutions for some time, but during the pandemic our flexible and scalable bespoke virtual platforms have really come into their own”
49% of marketers say that audience engagement is the biggest contributing factor to having a successful event (Markletic, 2020).To help counter this issue, there will be inspiration in the form of virtual entertainment, demonstrating the new options available to those planning virtual events, including Matt Daniel-Baker, a ‘virtual mind reader’, online MI5 Rogue Agent game demonstration! and global corporate music event company, Song Division.
The event will kick off with a keynote from author and speaker, Penny Power OBE: ‘Having the mindset for adapting to constant change’.
“We are all aware that we are in the midst of change. There is no point in resisting or fighting it, it is here. The disruption to work and to many homes, financial and emotional challenges are all around us. Now is the time to access the tools and mindsets for self and business development and in doing so, perhaps discover that there is a life out there that is even more right for us than the one we were leading. Staying open, seeking growth in ourselves, this is the massive opportunity for us all now. states Penny Power OBE
This keynote will be followed by a panel chat with a group of experts on How virtual and hybrid can compliment your live events for the future.
This panel includes; Dean Seddon (Maverrik), Emma Cartmell (CHS Group), Neil Thompson (Delegate Wranglers), Adam Sherlock (Outlook) and Martin Fullard (Mash Media).
The virtual event showcase will then showcase the Outlook Creative platforms for people to see how they could work for their events and the event will then culminate with opportunities for virtual networking amongst delegates.
During these increasingly uncertain times, the virtual marketplace is certainly coming into its own. Though nothing could ever replace the ambience of live events, the alternative is evolving to function nearly as well.
The Sheer Edge Virtual Showcase powered by Outlook Creative is on Tuesday 22 September, running from 9am to 1:30pm. Tickets are free. For more information and to book tickets, visit:
