The transition to virtual races: what we maintain (article 3 of 4).

Here is the third of a series of 4 articles that consider 4 aspects of making the transition to virtual events.

Article 1 – What we eliminate
Elements which are no longer needed in a virtual event.

Article 2 – What we change
What must be adapted to digital functionalities.

Article 3 – What we maintain
Proven customer experience formulas and business dynamics.

Article 4 – What we add
New elements that are specific to virtual events.

  1. What we maintain: proven customer experience formulas and business dynamics.

The customer experience is the cornerstone on which the success of events is based, offering maximum flexibility and personalization with a minimum of restrictive supervision.

Learn more about the JustMove virtual racing app for individuals.

The challenge is to transform your communication procedures and strategies into their electronic equivalent. You can use different software or specialized platforms to facilitate the management of your promotional activities and automate all your communications.

Obviously, hosting virtual events does not allow you the physical interaction with the participants, as it did to celebrate the medal ceremony. But on the other hand, it gives you a whole host of new options for developing a relationship with them.

Ideally, you’ll want to put a lot more emphasis on electronic communications.

Here are some examples:

  • In addition to postal mail and telephone, you can use e-mail, text messages, social media posts and on your blog or website.
  • Share a newsletter or plan an email campaign that informs participants about the event or the cause they support. You can offer coaching and running guidelines.
  • You could invite participants to a private Facebook group (it’s free and easy to manage) and thus create an online community of people who have the same experience and share their interests.
  • Participants could receive a medal and / or other (eg T-shirt) delivered to their homes to create a feeling of belonging and a memory of their participation.
  • Promotion and marketing activities remain essentially the same, although the marketing approach and delivery mechanisms are adapted for the internet and mobile phone.
  • The concepts of encouragement and support remain essential, but they are expressed via a mobile application instead of on the course.
  • Strategic alliances with other organizations and the contribution of sponsors remain important sources of revenue, although they are taking a digital form.
  • Branding activities are all the more important as they target a larger audience through different channels such as interaction in social media.

In short, the most important is to keep the elements that characterize you in the promotion, personalization and organization of your Live events by transforming them into virtual communications.

Now that you have seen what we maintain when you make the transition, you can see section 4 of 4 – What’s New: which considers the new elements that are specific to virtual events.

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