Avoid the temptation to simply translate an in-person experience to virtual and vice versa – there are important and distinct differences. Reimagine the event schedule and think of the pre- and post-event experiences as elements of an experience campaign that unfolds over time with various touch points, built-in surprises, and connections to your other marketing programs. Explore different session formats and durations, with interactivity, gamification – add fun, and leverage thematically-linked content.

Shift the POV by looking outside-in. Avoid one-way traffic by adapting to two-way conversations that drive engagement and participation. More than attendees, you want participants. Creating in-person and digital communities of shared interests can be a super-power that leads to peer-to-peer sharing, word-of-mouth, and customer advocacy.