Valuable tips for your successful online kick-off event
Organising a kick-off event, as the name suggests, is about making a start, announcing a new beginning to make the coming period a success. There are many reasons to think of for organising a kick-off event.
- the start of the new year to get everyone well-informed and full of energy for a fresh period;
- aligning everyone, for example after a merger or reorganisation;
- presenting your new policy and objectives throughout the entire organisation;
- the launch of a campaign for the introduction of a new product or service;
- a sales campaign kick-off where the goals and targets are announced;
Many companies are used to experiencing this important moment together in person. The energy flows through the room, participants are set to work with each other, and everyone has had this day in their diaries well in advance! How are you going to shape this when your offline moment is being changed to a online variant?
To ensure you convey your message effectively to all participants of your event and give them a positive boost, it is important to carefully consider the design of the event. Naturally, the format depends on your objective, target audience, and the message you want to get across. In any case, there are many different possibilities for shaping this important moment. It is also important to realise that you cannot simply copy your planned live moment one-to-one to an online or hybrid setting.
In this blog we are happy to give you a number of valuable tips for organising your online or hybrid kick-off event. We will take you through two examples of common kick-offs and tips on how to bring these powerfully to life online!
Kick-off 1: launching your new product
A product launch is an important moment within your organisation to present your product and to give potential buyers the feeling that they are missing out if they do not purchase your product. Therefore, a great deal of care and attention should be devoted to this moment. To make your online product launch successful as well, various approaches can be devised depending on your target audience, objective and budget.
Prior to your kick-off
First of all, in the period leading up to the launch, it is important to deploy your content across multiple media. Not everyone in your target audience processes information in the same way. For example, use blog posts, e-books, webinars, podcasts and/or videos. You could also make use of an influencer who vlogs about your product. Due to their large online reach and the trust that followers have in the influencer, this can immediately provide a positive boost. Always ensure that the influencer fits the product you want to launch and that there is a logical connection.
Another possibility is organising a competition around your product. Think, for example, of a photo competition or a campaign in which potential winners tag friends on social media. This will greatly increase your reach and introduce many people to your new product. It is important here that the prize to be won is ‘special’ enough to get people excited about taking part in the competition.
The most important factor in a good pre-launch is building up to that very moment: the launch itself! Gratuityfor example, include a striking countdown prior to the launch. Furthermore, ensure that you are prepared for a huge peak in visitor numbers. Server issues, errors and websites going offline are very common and easily prevented.
During your online kick-off
- Make sure everyone has time to get inside, so build the tension a bit more first.
- Put your product in the spotlight by using a professional studio with a video wall and plenty of cameras.
- Don't skimp on creating good video content! Much of the content can be produced in advance. By presenting your product in a visually appealing way, it becomes even more attractive to the consumer. Think, for example, of Apple's product presentations. That way, you also make a technical story a bit sexy.
- Take it to the next level with a 3D animation. Do you have a product that literally consists of multiple layers? Create a 3D design and bring your product to life in a 3D studio.
- Let your target audience speak for you! Ensure a test group has already thoroughly tested your product. Invite them (virtually) onto the stage. Too bad you can't see the envious looks of the viewers.
Following your kick-off
The phase after the product's launch – the post-launch – is also important. Keep buyers and resellers informed and let the users speak! Ensure, for example, that the day after your online event, more information lands directly on your target audience's (digital) doorstep.
Kick-off 2: Strategy meeting for 2021
The presentation of your new strategy, for example for 2022, is also an important kick-off moment. This can be either internally, to your own employees (for example during a town hall meeting), or externally, to your customers and suppliers, or a combination of both.
Content is key
Strategy meetings can sometimes be a bit woolly and a lot of information is often transmitted. Just like with a product launch, it is also important here that your content is presented attractively and appeals to the entire target audience. A strategic meeting can be deployed in various ways. For example, choose a hybrid variant in which management gathers physically in a studio and all employees are additionally involved online in an interactive way. The advantage of a studio recording is that it can be completely designed to your liking (possibly 3D), including your own branding.
Provide interaction
Give participants the opportunity to ask their questions directly to the speaker, for example by inviting them onto the virtual stage. Or ask questions via a poll throughout and display your target audience's background or opinions on screen. Are you using a chat function? Then guests can ask their questions or share their ideas. If so, make sure someone is dedicated to monitoring the chat to retrieve information or pick out questions for the speaker. This keeps participants engaged and ensures plenty of interaction. You can also choose to have participants brainstorm with each other in smaller groups during a round-table session, either during or after the session. Here too, make sure you are able to make use of the information shared!
Top of mind all year round!
Keep the goals top of mind throughout the entire year by inspiringly revisiting parts of this session, or goals, and draw up a plan/campaign in advance to make this measurable. For example, have a graphic recorder draw along during the session and share the result with all those involved via a thank-you card or desk calendar.
Tips on keeping online participants engaged
How do you keep employees engaged during an online session at a kick-off event? A few tips:
- Think of an energiser to keep the participants' full attention in a light-hearted and refreshing way;
- Ensure plenty of variety and clear time blocks;
- A good live speaker is not necessarily a good online speaker. Therefore, check in advance with the speaker whether they have experience as an online speaker and check the speaker's social media channels;
- Stream the event and share the broadcast link in advance so that anyone who can no longer access the tool can still watch along via YouTube or Vimeo;
- Adjust your programme. This applies to both online and hybrid events. Do not make it too long. The attention span of the online viewer is a maximum of two hours, with one hour being a comfortable length;
- Opt for dynamic visuals: keep your viewer engaged by setting up multiple cameras. Give your viewer the feeling of being right there.
Communication regarding your kick-off event
As indicated above, it is highly effective to continue engaging your employees or business relations not only during the event itself, but also beforehand and afterwards. Make the event part of a broader marketing or communication plan within your organisation and provide that extra boost among your employees or business relations. If desired, we can also assist with the entire communication process surrounding your ONLINE event:
- How can we involve and inform participants for longer and more effectively?
- How can we ensure that the objectives are met?
- How can we make the experience EVEN more complete?
For this, we create a bespoke concept with a detailed communication plan, which we implement meticulously in every aspect, before, during, and after your meeting, event, or group trip. We use our unique goMICE Stretching Method This way, your organisation or message will remain top of mind with your target audience for longer, and we will ensure even greater impact!
Do you want to organise an impactful kick-off event in 2022, but you haven't got a clue where to start? Then be sure to Contact Get in touch with us. We are happy to help you explore the possibilities for your next online, hybrid or live event!
Curious for more valuable tips and inspiration for organising powerful online and hybrid events? Then be sure to read our free whitepaper in which we share the most important steps with you and provide tips on technology, platforms, interaction and budgeting! Click here to download our whitepaper.
Update: This blog first appeared on 27 November 2020 and was updated with new information on 15 October 2021.