Taking the lessons learned in helping client organizations transition in-person events to virtual or hybrid experiences, association management and services company SmithBucklin has created a fee-based service designed to aid other groups — including those in the corporate world — going through the same process. 

“It’s not about taking an in-person event and placing it on a digital platform,” said Carol McGury, executive vice president of event and education services for SmithBucklin. “It’s about building a new experience that achieves the business outcomes.”

As part of the new SmithBucklin VXP process, organizations will identify the financial impact, business outcomes and revenue opportunities needed to achieve their goals with a digital event. Once those are established, they can determine and define the event’s purpose, the reason to convene and key objectives — and then design, develop and launch the organization’s virtual experience.

“We believe the question facing associations is not if your organization should pivot to a virtual or hybrid experience, but when,” said McGury. “The opportunity to provide information, continuing education and connections is still very much present — and for some industries and professions, even intensified — with a virtual experience.”

In addition, SmithBucklin can provide case studies from its more than 50 client organizations currently in the process of shifting their events to virtual or hybrid for 2020 and 2021. 

“Associations need to convene to fully fulfill their missions,” said Matt Sanderson, president and CEO of SmithBucklin. “Our approach draws on our 70 years of experience and today’s imperative to enable organizations to meet, engage with members, and diversify away from a 'one event' business model.”

Learn more and read SmithBucklin VXP case studies here.