#LaunchmetricsProTips Chapter 1: How to Build & Manage your In-person and Digital Events

In this new series #LaunchmetricsProTips, we will walk you through Launchmetrics’ Brand Performance Cloud, as well as its different solutions and applications. Through short videos, discover all the benefits and features that each app has to offer, starting with Events.

The buzz around digital events has been growing over the last couple of months. Many fashion, luxury, and beauty brands have been shifting their focus to a mix of in-person and digital events. For example, the New York, London, Milan, and Paris Fashion Weeks went for a “hybrid” format for the Spring Summer 2021 collections by presenting a digital platform, with some designers having in-person events coupled with live content streaming online. In our recent webinar, we discussed how digital collection launches can still create impact and an intangible experience for guests, even if they can’t see new products in person. 

In this latest #LaunchmetricsProTips video, we will take a more in-depth look at the ways in which brands can actually implement new software in order to tell a digital story. In order to illustrate this, we use the example of the first in-person, digital, and hybrid events management solution for the fashion, luxury, and beauty industries – Events by Launchmetrics. So, let’s take a deeper dive into the types of events you can leverage as a brand, as well as how to manage them effectively!

Events is an application that is focused on bringing the brand experience to life for different marketing campaigns and product launches. There are two types of events you might want to consider if you are thinking about launching a new collection, hosting a fashion show, or just creating an experience – physical and digital.

In-Person Events allow you to invite the Voices (Media, Celebrities, Influencers, Partners, Owned Media) who will inspire your customers to meet in person and drive conversations around your brand and your marketing campaigns. They are also opportunities to connect and network with industry insiders, while Digital Events are interactions online through pre-recorded or live-streamed content. They can be public or sent in an invite-only environment for a dedicated guest list.  

Specifically, using the Events app, you essentially have the opportunity to manage in-person and digital events in one, centralized location. 

So what do we need to do to get started? 

Build & manage your In-Person and digital events. 

Having an Events Management software helps with the organization of your event, creating a digital space where you can list all of your event details from the name, location, description, and more. Organization is key in pulling off a seamless event (whether digital or physical) so it’s important that you don’t miss anything in your initial planning phases.  You can also note all the answers to your Who, What, Where, When, and Why (WWWWW) questions. 

From there, you can create a library for your event history, making it easy to reference past events and organize details for your upcoming events. This is particularly useful because it is essential to benchmark yourself against your previous performance. Were there any key learnings from your last event? Maybe you were able to pinpoint something that worked well in terms of driving traffic or conversions. Or, maybe you noticed something didn’t work as well as you had initially planned. By building an organized event system, you will be able to spend more time on the fun parts of event planning, but also implement a more solid strategy that will help you make smarter decisions. 

The key benefits of managing both digital/physical events from one platform

There are a few ingredients that go into making a successful event, a successful event. Let’s take a look at the key benefits of a centralized system for managing both digital and physical events:

• Guests are pivotal for your event, and you can use the Invitees Manager to manage their contact details so you don’t miss anyone out or have any incorrect information.
• You can add or import your contacts’ information into the manager and add them directly to your invitee list.
• You can also use custom fields for the contact details for your optimal organization so that responses all arrive in one place.
• Anyone who has access to the software can view all of the important details surrounding your event. This is essential to communicate in a united way across all of your marketing campaigns to stay cohesive and avoid any confusion.
• You can improve your strategy by exploring past events and logging information after they have wrapped. You can also easily copy a template from a previous event over to a new one if you are replicating a similar experience.

Deep dive into events 

We’ve seen a lot of changes in the business landscape over the past couple of months and one of its most obvious casualties are industry events. With event and marketing teams operating on short notice, it might be an idea to consider using fashion technology or a more centralized, coherent database to help manage all events – whether they are in-person or digital. 

Recently, Launchmetrics has been adapting its technology to meet the needs of this growing demand for digital events and in our complete guide for digitizing your product and collection launches, you can discover more about the new event experiences. Perhaps it will give some insight into your event organization. 

Stay tuned for our next #LaunchmetricsProTips, where we continue our discovery of event management and how to grow your brand performance.