Selecting a compelling topic

Three factors determining the success of virtual events — topic, topic, topic

Successful virtual events are about giving people information they need and want. They're about helping people solve problems. The success of any event, virtual or not, is primarily driven by the topic.

Many organizations find success in events based on a recent change of great significance to their members, clients or subscribers, i.e., the hot topic. New statutes, major court decisions, regulatory changes, new business opportunities, impending changes in your market . all of these hold the potential to be hot topics. These events are usually hugely successful.

Many of our clients, however, have a strategy that calls for virtual events on a regular schedule, i.e., every month or six weeks. They cannot rely solely on having hot topics. Therefore, here are some questions to consider when selecting a topic:

How practical is the topic?

• How many of your members, clients or subscribers does it affect?
• How often does it affect them?
• How important is the topic to them?
• Does it help them to succeed?
• Can it be presented with handouts that include checklists or forms or a series of questions to ask?

Is your organization the one to which your potential registrants look for this type of information?

• Is the topic in line with your typical offerings?
• Does the topic deal with your audience's main operational issues?
• Who else provides this type of information to your potential registrants-in other words, who are your competitors?

Is the information sensitive?

• Would attendees be more comfortable attending a session on this topic (e.g., succession planning) in a more anonymous setting?

Can the information be covered in two hours or less?

• Two hours is easily tolerated in this format. Longer than that is questionable, but has been done. Short, highly-focused presentations of a practical nature are successful

Can you take advantage of the virtual format's strengths?

• Offer a virtual event on a very narrow, "niche" type topic. Because of the convenience of the medium, you can draw large numbers of attendees who would not travel to a face-to-face program on the same topic.
• Sponsor an event based on a hot topic less than three weeks from start of planning to the event date - we have seen this done many times. It is a great way to beat the competition to a hot topic.
• Invite speakers from geographically dispersed locations, or government officials and experts whom you could never afford to have participate in a face-to-face program.
• Expand your offerings to international participants, since travel is not a barrier.