Memorable, Profitable, Virtual: How to Run Virtual Conferences, Conventions, and Trade Shows That Create Meaning, Value, and Lasting Connections

By Elias Pruunen

How to Make a Virtual Event Your Most Profitable Event Ever

 

In a post-pandemic world, virtual events have emerged as a mainstay for organizations of all sizes, from multi-billion-dollar corporations to the local church or synagogue.

 

Virtual meetings, conferences, trade shows, and workshops have proven to be a viable, less expensive alternative to the in-person real thing.

 

And that explains the reputation virtual events have garnered: If it looks cheap, it is. The bar to hold a massive gathering has never been lower, and it shows!

 

A cheap mic is good enough . . . Just use Zoom . . . Can you see my screen?

 

In Memorable, Profitable, Virtual, digital event production entrepreneur Elias Puurunen bucks the trend of low-value virtual events where every expense is spared.

 

This step-by-step guide shows businesses, brands, governments, and not-for-profits how to:

 

    • Decide whether to go virtual-only or hybrid

    • Promote your event so attendees demand another one next year

    • Avoid the 7 easy-to-make mistakes that ruin the attendee experience

    • Set a realistic virtual event budget (and follow it)

    • Find, prep, and compensate world-class speakers

    • Calculate return on investment for a virtual event

    • Book vendors and sponsors to cover all event costs

    • Stay in touch with attendees so they show up day-of

    • Deliver high-production value without going into debt

Whether you've only ever attended virtual events or have already hosted one (or more), Memorable, Profitable, Virtual will show you a new and better way to organize, run, and monetize a high-production value virtual experience.

• Language: English
• Publisher: Elias Pruunen
• Release date: Jul 21, 2023
• ISBN: 9781999533588

Book preview

Praise for Memorable, Profitable, Virtual

2020 called, and they want their bad virtual events back! Planning a virtual event properly is as important as doing so for an in-person event, and if you want to do hybrid events, it can be even more so. Great virtual events can strengthen your brand awareness and engagement, expand your reach, and drive your business. But bad ones can send the sponsors, speakers, and attendees packing. We’ve learned a lot since the first panicked virtual events of 2020, and Memorable, Profitable, Virtual brings the learnings of a team that has a great track record in every type of event – from workshops, to keynotes, to tradeshows and online classes. This will give you an essential checklist, and should be on the reading list for anyone in charge of planning a virtual or hybrid event.

Marie Huwe, Senior Vice President, Dolby.io

Even if you are planning yet another GHG super-emitter in-person event, this book is also for you! Through a candid and witty learning-by-doing journey, the author provides essential do’s and don’ts for online, hybrid and in-person events. Following its recommendations will ensure that your event is a roaring, and eco-friendly success.

Dr. Catherine Beaudry, Canada Research Chair in Management and Economics of Innovation, Polytechnique Montréal

In this book, Elias gives you everything you need to create a stunning virtual event. From high-level strategy to nuts-and-bolts implementation, he walks you through the entire process. I do this stuff for a living and I am blown away by Elias' attention to detail, forward thinking, and commitment to constant growth.

Kris Sharma, Founder, WebinarGrow

If you need to improve your virtual event delivery, there is value for you in this book. The sections on 1) 'Return on Event', 2) virtual event sample agendas, and 3) virtual event communications templates are sure to provide every reader with an alternative perspective on their current approach.

Vanessa Lovatt, B2B Media & Event Expert

I've been in the events world for almost 15 years. I've enjoyed seeing the space change and adapt to new technologies. That's why I was so happy to read through the book. If every show manager I got to work with was half as knowledgeable and capable as Elias, I'd be overjoyed. He understands the unique challenges of technology-first events, hybrid events, and even in-person conferences. Even though I think he's a little biased against in-person events, I'd still trust him with anything I'm planning. He has seen it all, gone through it all, and he shares it all here in the book. Great read for anyone in the events space.

Jonathan Pritchard, Founder, ZAVANT Enterprises

This is a valuable resource for anyone involved in events. As an A/V technician who works on events in Norway, I find it to be an essential guide to organizing successful online events. It covers everything from planning, marketing, execution, and post-event activities. While certain aspects, such as sponsorship, may be beyond my usual responsibilities, it is still beneficial to understand how they contribute to creating a memorable and successful online event.

As event professionals, locating reliable information on how to perform our job can be a challenge, and the information is often scattered across the internet. Thankfully, this book serves as a reference guide that we can use to begin working on online events.

Morten B. Stensland, Owner, PresentationTools A/S

Memorable, Profitable, Virtual is a godsend to the event planning and management industry for new and vetted players. Decades of experience distilled keeps you hooked and informed. The industry is changing, and author Elias Puurunen breaks down why, how, and where we’re headed with virtual augmenting how we gather. This book offers actionable tactics to plan and produce superior virtual events. A must-read for anyone in the event space.

Rocco Haro, Founder and CEO, Kickback Space Inc.

Memorable, Profitable, Virtual offers a comprehensive playbook for creating successful virtual events. As someone who was beforehand unfamiliar with large-scale virtual events, I finished feeling confident I had a blueprint for success should I host one myself. I appreciated his emphasis on rehearsals and checklists, as I believe these can prevent so many day-of disasters I’ve witnessed over the years. I recommend this book to anyone thinking of hosting a virtual event.

Michael Dodd, Founder, Planning Hub

Memorable, Profitable, Virtual is a perspective-shift for the entire event production industry. A Zoom meeting with working sound and video isn't enough to engage audiences anymore. Author Elias Puurunen shows you how to inspire audiences to action with a high-tech, professional-level virtual event setup even if you don't have a multi-six-figure budget. His book is the essential resource for event planners and digital marketers alike.

Emily Kingston, Owner, Op Consulting

Whether you're hosting a corporate seminar, a marketing webinar, a tech startup tradeshow, or a religious service, Memorable, Profitable, Virtual shows you the best way to produce a virtual event. In fact, author Elias Puurunen argues that virtual events executed with excellence the way he teaches can make virtual superior to physical. It's a big promise, but Elias delivers. I recommend this book to anyone who needs to host a virtual event but doesn't want it to feel like just another Zoom meeting.

James Watson, the LinkedIn King, More Results Marketing

Elias takes you from rough ideas through to post-event activities and oh so much in between, all infused with humor. He provokes questions to dig deep into the whys of holding events, sprinkles lessons learned throughout, and pitfalls to avoid. Reading this book is like having an intimate conversation with an event expert pebble-dashed with examples, discussion points, and advice. Leaving you feeling confident in running an event.

Sam Kain, Purple Reset Publishing

Imagine you must cross a vast jungle for an amazing treasure. The jungle has all manner of pitfalls, vipers, and other horrors. You stand there trembling knowing you must go in but have no idea if you’ll make it out alive.

That’s how it feels when planning or hosting an event.

Now imagine you have a guide that lays out each pitfall, viper, and horror you will encounter and how to vanquish them all with ease.

That’s what Elias’s book Memorable, Profitable, Virtual is: your guide through your event planning and hosting jungle.With this guide, you will emerge unscathed with the treasure of a lifetime.

Walter Wiggins, @TheWalterMagic

Elias Puurunen’s book, Memorable, Profitable, Virtual, is a valuable guide for executing complicated virtual events. Far from a simple procedural manual, Elias’ book goes beyond simple instructions, providing breakdowns and explanations of complex systems and processes and presenting them with unparalleled clarity and precision.

Elias demonstrates a profound understanding of how to create meaningful, valuable, and financially rewarding virtual events. This book is essential reading for anyone that is attempting to organize a virtual event that creates substantial value, and delivers a significant return on investment.

Lucas Synott, Copyline Media

If you're looking to host a virtual or hybrid event, and you want it to be the best it can be for your budget, you have to read Memorable, Profitable, Virtual. Author Elias Puurunen has years of experience and technical expertise to produce a successful virtual event that satisfies all stakeholders. A must-read for event planners, creators, and anyone who is curious about running an event for their brand.

A.J. Roy, Sinless Brands

MEMORABLE,

PROFITABLE,

VIRTUAL

This book is for informational purposes only. It is not intended to serve as a substitute for professional advice. The author and publisher specifically disclaim any and all liability arising directly or indirectly from the use of any information contained in this book. A professional should be consulted regarding your specific situation. Any product mentioned in this book does not imply endorsement of that product by the author or publisher.

Memorable, Profitable, Virtual copyright © 2023 by Elias Puurunen

All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without written permission of the publisher, except in the case of brief quotations embodied in critical articles or reviews.

Northern HCI Solutions Inc. o/a Tractus Events

329 Howe St

Vancouver BC

V6C 3N2

Canada

www.tractusevents.com

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Publisher’s Cataloging-in-Publication

Names: Puurunen, Elias, author.

Title: Memorable, profitable, virtual : how to run virtual conferences, conventions, and trade shows that create meaning, value, and lasting connections / Elias Puurunen.

Description: Vancouver, British Columbia : Northern HCI Solutions Inc. o/a Tractus Events, [2023]

Identifiers: ISBN: 978-1-9995335-7-1 (hardcover) | 978-1-9995335-6-4 (softcover) | 978-1-9995335-8-8 (ebook) | 78-1-9995335-9-5 (audiobook)

Subjects: LCSH: Internet video conferencing. | Teleconferencing. | Trade shows--Computer network resources. | Congresses and conventions--Computer network resources. | Meetings--Computer network resources.

Classification: LCC: HF5734.7 .P78 2023 | DDC: 658.456--dc23

Special discounts for bulk sales are available.

Please contact [e-mail].

To my wife, Penelope, who has put up with endless hours of ideation surrounding virtual events.

Contents

Foreword

Chapter 1: The Biggest Takeaway from Every Event

Memorable, Profitable, and Virtual

We Could Have Done a Zoom: The True Cost of In-Person Events

The Great Virtual Event

Chapter 2: Seven Reasons Virtual Events (Can) Suck

Reason 1: Just a Zoom Call

Reason 2: Low Budget, Low Quality

Reason 3: Short Attention Spans

Reason 4: No Networking

Reason 5: Fewer Upsells

Reason 6: Impossible Experiences

Reason 7: Low Retention

Chapter 3: The Question to Ask before Holding an Event

What Unique Results?

Introducing ROE: Return on Events

How to Budget So Your Event Breaks Even (or Better)

Chapter 4: Don’t Schedule a Virtual Event without This

What Is a Virtual Event Agenda? (And Why Yours Needs One)

How to Write (And Follow) a Virtual Event Agenda

Choose Your Event Type: Virtual Only, In-Person Only, Hybrid

Chapter 5: More Than a Webinar: The High-Production Value Your Event Needs

What You Need to Pull Off a Virtual Event That Won’t Embarrass You

Chapter 6: Finding and Preparing Speakers to Sound Like Experts

The More You Prepare, the Better It Goes for Everyone

Speaker Compensation (Don’t Get This Wrong)

Preparing Your Speakers So They Shine

Chapter 7: The Easy Way to Get Sponsors and Vendors to Throw You Money

Pitching the Value of Your Virtual Event

Getting Sponsors 101

Creating Profitable Sponsor Pages So Everyone Wins

Sponsorship Essentials During and After the Event

Chapter 8: Getting Butts in Digital Seats: An Irreverent Guide to Event Promotion

Friendly Reminder—This Is More Than a Webinar

Nail Your Landing Page

How to Promote Your Event So People Show Up

Chapter 9: Writing Your Event Communications Plan

What’s Your Communication Strategy, Anon?

Customized Event Tutorials

Collaboration on the Event Platform

The Memorable, Profitable, Virtual Event Communications Template

A Long Note about Short