The Covid-19 pandemic has led to significant changes in the organization of events and the work of companies, but how irreversible are these changes, and how have they been reflected in the working life of many people?
We talked about it with Lana, CEO of Conversion Club, about online and offline events and the transformation of the event industry after the pandemic.
Virtual events became especially popular after the 2020 quarantine. In your opinion, what is their role in today's market?
They offer a great alternative to in-person meetings. The quarantine was a challenge for many, including myself, but it also gave rise to the Conversion Club. We started producing video interviews, articles, online festivals, and announcements, which helped us find new partners.
People can communicate, socialize, and exchange helpful information thanks to the online format.
Will online events completely replace offline meetings?
I don't believe so. Online and offline formats can complement each other, and each offers a unique atmosphere.
Over the past two years, the event industry has undergone significant changes due to Covid restrictions. Event organizers have faced new challenges, such as adapting to remote work and finding creative ways to engage audiences.
At Conversion Club, we've organized events in various online and offline formats for over four years. Our first event was a DJ festival that raised funds for hospitals in Ukraine, and we've since built partnerships with brands like PM affiliates, ClickDealer, and Terraleads.
Covid has been a challenge for our team as well. With the recent conflict in Ukraine, our team has transitioned to remote work, and we're currently seeking to add a new sales team member to our ranks. If you're interested, please send your resume to [email protected].
How have visitors' expectations of live events changed since the beginning of covid?
Everyone is pleased to remove their masks and communicate without restrictions. Conferences, where all norms are observed, and comfortable conditions are created for productive networking, are very much appreciated.
What are the main changes in communication with a potential speaker that you have seen since the start of the global pandemic?
Everyone has become more open to new contacts and is happy to speak at recent events, which guarantees the success of networking.
Do you need to broadcast all offline events live for accessibility to users from different countries? What are the pros and cons of this approach?
No, it is not necessary. You can look at it from two sides: whether the organizers will have enough funds to ensure a quality broadcast and whether the audience needs it.
Regarding the first question, everything is clear: additional costs for cameras, operators, and other technical personnel, additional promotion to attract the audience, and all this should pay off.
Regarding the second question: does it make sense, for example, to broadcast a meme to an online audience? I don't think so because all the "carcass" and everything interesting happens precisely during the conversations between arbitrators and partners.
When it comes to conferences, speakers, and concerts, the stream is essential. We happily invite everyone to a panel stream on conferential about our speakers.
What restrictions did you have to follow due to the pandemic in 2020? How was the adaptation process?
The IT industry is very adaptable; everyone quickly adjusted to the new reality and moved forward. That's why we love IT. Our company was hardly affected by the pandemic.
How do you typically prepare for an event?
Everything starts with an idea. The team and I discuss the event's theme, design, and unique features. Then, we search for a suitable location and coordinate all the details regarding food, beverages, and product marketing. We also finalize partnerships and printing.
We organize all our meetups online (i.e., 99% remote from location and contractors), including our first conference, CONVERSION CONF.
This is our team's and project's peculiarity. Therefore, we communicate closely with partners and attend the location two days before the event, which is the most stressful part of the organization.
Tell us about your team. How do you motivate and prepare your employees for changes in the market?
The project started with me and SMM in 2019. In 2020, I could no longer cope alone at events. We opened an office in Kyiv, and I recruited a team. We miss the office because the entire Ukrainian team is scattered worldwide because of the war.
I taught someone entirely from scratch and took someone with experience, but you still need to adapt to the project. We even have an introductory course that I developed for the team.
The team comprises eight people, and one more sales position is open. We are a dynamic team with no time to prepare for market changes like war or covid. We catch a wave of enthusiasm and actively build plans in new realities.
What does the last week before the event look like? Do you have tasks that keep you working 24/7?
It is very active and busy for us. The team works at 200 percent, but we all believe in the result and do twice as well; we are waiting for everyone at the Conversion Conf to evaluate our work.
Something like this:
How will the event industry develop in the next few years?
Everything is moving towards the transition of all businesses online, everyone wants to automate work processes, and we are glad that our IT industry contributes to this.
At LC Work, we want to give your readers 20 free silver tickets. Who is looking for a new and exciting company and is ready to grow as a specialist in the circle of excellent pros? Come to our CONVERSION CONF!