The Ultimate Guide to Turning Your In-Person Conference Virtual
Let’s face it: In-person events, especially conferences, are no more, at least for a while. It’s a public health hazard to be in big crowds in the COVID-19 era, and it’s unclear when that will shift. You didn’t do anything wrong, but as a marketer, you still have goals to hit. Hence, virtual events.
But it isn’t as easy as just taking your in-person conference setup and throwing it on the internet. Doing things online is almost like doing them in another country — new customs, new norms, new ways of operating. No one wants to sit online for three days straight, and it’s impossible to get away from work for that long while you’re literally on your computer. And there’s no playbook about how to do things “the right way.” That’s why we decided to create one for you.
In this guide, we’ve assembled a comprehensive collection of strategies, tools, and creative ideas on how to put on a virtual event that people won’t want to miss. When crafted to be engaging, they’re a low-cost tool to keep in your marketing arsenal forever. We’re confident this guide will help you meet your audience’s ever-changing needs and help you become a more efficient and effective marketer.
Part 1: Strategy
Convert conference sessions to a series of webinars
Conference organizers are normally challenged with trying to shove a ton of speakers, topics, and breakouts into a short period of time. Guess what? In the virtual world, no one has a flight to catch. The beauty of converting things online is that you don’t have to fit everything into one or two days. You now have the luxury to spread the conference content out over time, which enables participants to actually process what they just heard, rather than running to the next session without a second to reflect. Participants also have more choices over what they’d like to attend and what they’d like to skip.
The savviest event marketers are turning multi-day conferences into months-long virtual mega-events. This might sound crazy but just think about the benefits. By turning each of your conference sessions into its own mini-virtual-event, you’ll open it up to the world. Your high-quality, one-of-a-kind content can now reach thousands of people and take on an afterlife in on-demand, social streaming, and web asset formats. Also, instead of people buzzing about your brand for three days, now the brand value of your conference can extend for weeks or even months.
Try experimenting with how you spread out the content. Could you hold a few webinars and a keynote every week, instead of stuffing them all into one day? For example, TED has taken its seminal conference, usually held over a few days in Vancouver, and spread it out over 8 weeks. They host 3-4 hour sessions every week that encompass a set number of TED Talks.
By limiting the content, you can also extend Q + A time, so that people can actually get their questions answered - or have the opportunity to ask questions at all, whereas they might not have in the past with a more prestigious speaker.
At TED, after each talk, the speaker hangs out in the virtual lobby, where attendees can ask questions.
There is a meritocratic perk to hosting Q+A online as well. The anxiety that comes with raising one’s hand in a crowd of hundreds no longer exists. This can lead to more parity between those asking questions, as women are less likely to ask questions at normal conferences. You can also avoid the ramblers - you know exactly who we are talking about!
To up the meritocracy even further, some platforms enable participants to upvote questions, so that the question people are most curious about gets answered, as opposed to the one posed by the loudest voice in the room.
Expanding Your Reach
The beauty of virtual events is that attendance is no longer limited to those within a certain physical location. With an internet connection and a smartphone, anyone can now attend. This makes the pool of people who could view your content much larger. For example, at Banzai we’ve seen clients grow their target audience by 50x - 100x by expanding their search nationwide.
Thanks to their expanded audience, marketers can also narrow the focus of their content to speak more directly to their desired audience segments or use cases.
Revenue and Pricing
While some companies utilize events mainly for marketing purposes, others, such as trade associations, depend on events as a critical source of revenue. If you are one of those companies, read on, as the financial impact of a virtual event can be way less than one might think.
What does holding your event virtually mean in terms of ticketing? People may not want to pay as much for a virtual event. However, if the number of people attending increases by virtue of it being a virtual event, you can now reduce the price of each ticket. For example, if you normally have 500 people at $2,000 each, you could easily end up with 1000 people for a virtual event at $1,000 each, and end up with the same profit. Typically a higher headcount means a higher expenditure, but in the virtual world, the traditional costs associated with more people - larger spaces, more food and beverage, etc., are no longer relevant.
Generally speaking, many of the typical costs that accompany an event - catering, the venue, AV equipment, speakers’ travel fees, etc., are now gone. Also, speakers are aware that virtual events aren’t paying as much typical keynote fees- which could save you thousands on speaker fees. Thus, your expenditure doesn’t have to be nearly as high to glean the same amount of profit.
You could also experiment with a membership fee instead of charging a one-time ticket cost. The membership fee would give participants access to the evergreen content from the online conference. This might be more financially feasible for people intimidated by huge price tags or those economically affected by COVID, as membership fees are usually paid on a monthly basis at lower rates.
You might be worried that sponsors will pull out if an event goes virtual, but there are a lot of ways to still involve sponsors and give them serious value, ones that might even result in a higher ROI on their part.
Here are some new ways to go about sponsorships:
One presenting sponsor per event - Instead of having a ton of sponsors for one event, you can opt to have one sponsor for each session. This will give them more visibility, as they become the only sponsor, rather than one of many. Then their logo, messaging, and tagline can go out on the event notifications for that particular event. They can also more closely align themselves with topics that are more relevant to their company, which means they are being exposed to a higher quality target audience for their product or service.
Partnership (co-marketing) - Another benefit to sponsors in the online space is easier access to participants' contact information. They don’t have to hire brand reps to pull people into a booth or give away random items to get badges or business cards. You could even opt to give them access to the attendee list for just the session they are sponsoring. Additionally, you could give them access to some of the backend analytics- for example, Demio records activity data for each participant which includes detailed behavioral data. If participants agree to share their information, this would likely be of huge value to the sponsor in terms of segmenting their leads.
Virtual Tradeshow Booths: Some platforms, like Communique, host virtual exhibition halls, where a participant’s avatar can walk amongst the booths like she normally would at a tradeshow. And unlike at a tradeshow, the virtual booth representatives can “speak” 40 languages. The platform’s high def animations are even created to look like the environment that your participant would normally be entering, ie. a hotel lobby or a university campus. It feels like playing a video game, which adds to the fun of it. At the tradeshow booths, there is also much more detailed analytics on the backend than there would be at an in-person event, regarding how much time someone spent talking to your rep, and what they read or watched at the booth. This is a more efficient way to gauge someone’s interest versus a sales representative writing notes on the back of a business card.
Consider collaborating with other like-minded companies and put on a joint event together. This is what Revgrowth did, working together with 18 other companies to put on an epic virtual sales and marketing conference mid-April, 2020.
Record / On-Demand
How many conference sessions just exist for that one moment in time, and are never captured, remembered, revisited? That brilliant motivational speaker you paid 20K for - gone, forever relics of the lucky participant’s memory bank. Or you have three breakout sessions running at the same time and the analysis paralysis participant is traumatized that they can’t go to all of the breakouts, fiercely wishing there was a way she could attend them all.
What if you could take that content, capture it and have it be online and accessible forever? You don’t even have to try to get a videographer in every room, then spend ages trying to track down the footage, have it transferred to the right file sizes, and on and on. Just click record, and you have that session forever.
This also gives you the option for an upsell- you can sell another type of event ticket, an add on bonus, or a membership fee that gives participants access to all of the conference material in perpetuity. This is another great way to show sponsors some love and provide value to them, as their marketing and brand can now last forever, rather than for a few days.
With every session being recorded, you are also gaining a ton of marketing material that you can repurpose and reuse again in the future. Conference sessions can be turned into multiple types of assets - promo videos, commercials, ads, new types of content, etc.
Content is King
It is important to realize that several of the reasons people attend conferences, namely the in-person experience and the opportunity to build relationships, are now gone. The value now is centered on the content. Thus, ensuring that you have solid, engaging content, and incredibly present, engaging speakers is paramount.
A note on speakers: When sifting through possible speakers, see if you can find videos of them. What are they like on camera? Do they make you want to watch them? Sometimes someone’s energy doesn’t translate over camera. You want to make sure you choose speakers who are animated and lively. Also, lighting, audio, and video quality have never been more important. Make sure that you test all of these ways in advance with the speakers.
The RevGrowth team even took the step of sending their speakers a speaking kit in advance, which includes a lighting kit, a high-quality microphone, and a professional backdrop.
But what about the best part of the event, networking?! It’s still possible online.
Zoom has a feature whereby you can split participants into one-one video chats or breakout groups at random. Split your attendees into groups of 40, and host online networking events, where you provide participants with question prompts for each new person to ease any feelings of awkwardness.
Looking for a way to simulate a reception? Remo simulates a reception room at a gala where you can switch tables and network with the other people at each table for a set period of time. Each person’s profile also includes a link to their LinkedIn profile to make connecting super easy.
Other software like Swapcard use AI to match people for networking.
The benefit of this type of networking is that a participant can immediately go to Linkedin and add someone, rather than stuffing a business card into an overflowing swag bag that they hope they don’t lose. They also don’t have to muster up the courage to go talk to someone, because the technology is forcing them to! It’s an introvert’s dream.
Fun Tip! Treat Your attendees to a virtual lunch - For executive audiences, a great virtual event idea we’ve seen is to get a highly targeted group together for a “virtual lunch” complete with delivery. To avoid giving a free-lunch to the no-shows, send out gift cards an hour before your event with an expiration time of a few hours. Host your audience for a cameras-on roundtable discussion, a moderated panel with Q&A, or let your attendees pose questions to each other. Again, you can do this yourself by working directly with UberEats, GrubHub, etc, or you can configure virtual lunch through the incentives feature in Reach.
Live vs. Pre-Recorded? We suggest both.
You have the option of hosting live or pre-recorded sessions, or a combination of both. It’s always more exciting to see something live, and you can play up the countdown anticipation. You can also include live polls that assess the climate, perceptions, and thoughts of your audience in real-time. We suggest that you still have a moderator or host begin the presentation with an introduction of the speakers or speaker to simulate the conference experience and build up the legitimacy and prestige of the speaker. Hosting a live Q+A throughout a session is also incredibly valuable to live experiences. If you wanted to then transition to a pre-recorded presentation, that could work as well.
Pre-recorded conference sessions allow for more control. Speakers can feel confident in their presentations before they are presented to the conference audience. You also eliminate some of the technical unknowns that can happen during a live event, including audio and video issues.
Check out Prezi Video as well, which has a ton of cool features. With Prezi video, presentation content is layered directly on top of the presenter’s video, rather than an either/or option.
Live Streaming Broadcast
Virtual events are easy enough to extend onto other platforms if desired. A few platforms where you can stream live content and expand the reach of your conference are:
- Youtube Live
- LinkedIn Live
- Facebook / Instagram Live
Using these platforms, your event can reach a much broader (albeit less targeted) audience. However, because you can’t control who sees the content on these platforms, this is not ideal for all types of content. Paid, private, or gated content is probably not appropriate for live stream broadcasting. However, if you have a broad audience or a topic of wide interest, live stream broadcasting can work.
Don’t leave out the fun stuff
What are some of the other fun things about a conference and how can you incorporate them?
- Revgrowth’s conference included mid-day online fitness classes to break things up
- A virtual reality company, Equal Reality, has made it possible to accompany someone going through a virtual reality experience on their own screen in lieu of wearing a headset themselves
- Can you create a branded video game?
- Set up an online marketplace with branded swag that people can order or have sent to them
- Plenty of musicians are hosting concerts from their homes - can you throw in a musical opening set, or end of day chill session?
- Guided meditations
- Virtual workshops that encourage audience participation, have breakout sessions, and engage participants actively can be more effective at keeping people’s attention
- Host a session specifically for kids hosted by kids on your topic area, since many people now have their kids at home (think a la The New York Times Daily Episode: A Kid’s Guide to Coronavirus)
- Encourage participants to dress up or to wear a certain color. People are eager to have a reason to get out of their pajamas!
Use blended learning
If the conference is going to be spread out over time, can you integrate or add something after each webinar or panel discussion to enhance learning, retention, and action-taking? Some examples:
- Host a facilitated discussion after a session which challenges participants to reflect and debate on key themes and points
- Give out a reflective writing exercise
- Work with participants to create action plan maps, where participants can write down any action steps they will be taking as a result of the webinar or talk
- Add suggested resources that expand on the content of the talk- blog posts, books, articles, podcasts, and videos, so that a participant can choose to dive in further if they would like
Demio is a great option to include these types of things, as they have featured actions to link your audience to an offer, sign up page, or any URL during the event, and see analytics on how users engage with the content.
You can also talk to your Learning and Development department for more ideas on instructional design.
Part 2: Virtual Platforms
What to consider when choosing an event platform
There are two essential pieces of technology needed for a virtual event program: a virtual event hosting platform, and an event marketing automation platform. Some event hosting platforms have basic marketing features built-in. Users looking for bigger audiences, more automation, and flexibility typically use an event marketing automation platform like Reach.
Virtual event hosting platforms broadly serve two different situations: webinars and virtual conferences. Some hosting platforms support both. Virtual conference platforms typically contain features such as breakout chat rooms, attendee matching, and even 3D environments that attendees can navigate. Webinar-focused platforms tend to have more streamlined features and are typically used for events under 2 hours with audiences under 500.
As virtual platforms become the new norm, existing platforms are racing to add features that can simulate the in-person conference experience as much as possible and new players are entering the game daily.
Here is our shortlist of the best tools to use for hosting virtual conferences. For even more detail on selecting a virtual event hosting platform, see our resource: How to Choose a Webinar Software that Works for You.
Part 3: Marketing Your Virtual Event
No event exists without an audience (after all, that’s why we created Reach)! Check out the following ways to grow your virtual event audience.
Define your Target Audience
The most effective emails have a highly targeted audience. We definitely don’t recommend the “spray and pray” approach, but you also can’t be too narrow. Your first step is to define success for your event in numbers - how many people do you want (be reasonable)?
Event attendance and registration rates vary based on a few factors, particularly the audience type. For net-new registrations, you’ll see the lowest registration rates. Prospects and customers should have respectively higher registration rates. The same pattern applies to attendance rates.
Virtual events also tend to have lower attendance rates than live events. In general, if you want 50 people to attend, plan to have 150-200 registered. As virtual events tend to have lower fixed costs (no event venue, no catering, no transportation/parking) and higher attendance caps, the marketing recommendation would be to cast a wider net to include more people than are necessarily in your ideal customer profile.
A big advantage of virtual events is that people with schedule conflicts can still register as long as the content is available on-demand. This is another added benefit to virtual events - this means they are also forever on your mailing list for retargeting purposes, versus an in-person event, where people likely won’t add themselves to an email list unless they can definitely attend.
Ask yourself, “Who is my ideal virtual audience and why should they care about this virtual event?” If your event is big enough, you should define multiple audience segments - A, B and C, in order to target them based on different angles they might care about.
You can use Excel to pull together your invite list from your existing email marketing tools, your CRM, or various other data sources. Reach also offers an Audience Profile Builder that makes event outreach fast and easy: It uses your existing audience list(s) and/or a custom profile built from the desired demographics you select from our database of 475 million+ contacts.
Thinking critically about your audience’s profile will improve your virtual event as well. Since you don’t have the networking, free food, open bar, and fancy venue working for you, the content has to really align with your target audience, and getting super-specific as to the latter will help you to craft more targeted content.
It is also wise to recognize that the industries hardest hit economically by the COVID crisis will have the fewest resources to attend. It might be nice to allocate a certain number of reduced price or complimentary tickets for those who have been furloughed, laid off, or most impacted by the crisis. An analysis by Moody’s identifies the hardest hit industries as mining/oil and gas, transportation, employment services, travel, and leisure and hospitality.
Once you’ve determined who your audience is, it’s time to think through how to reach them.
An important note about your messaging to that audience, no matter what format you use—today is not life as usual. In our 2020 webinar on evaluating the shift to virtual events, Jaana Linsenmayer, the VP of Marketing for Mid-Market, North America, at SAP, was very purposeful when talking about how critical it is to express empathy in your calls, ads, and emails. “We have to recognize that people are undergoing a level of stress and anxiety that we’ve never had to go through before, so you have to get the right tone,” she said. “Remember, you’re talking to people who are grieving. Understand that someone is grieving when you are reaching out to them, and make sure that your messaging is all about being there for them, all about helping them.” If there was ever a time to demonstrate that you are of service to your customers, it is now. You will build trust with new and existing customers by acknowledging their pain and showing that you want to help. Trust leads to sales. As Matt Heinz, CEO of Heinz Marketing, remarked, “[w]hether you’re a seller or a marketer, it’s about building trust; the brand of the company should stand for trust right now.”
Email is a no-brainer. It’s cheap, fast, and easy. Work with your existing marketing operations team to produce your email. If you’re a Reach customer, our email invitation feature will handle it for you, and email recipients can register for your event in one click.
If you’re not using Reach and need detailed instructions on how to send event invitations using email, you’re in luck! We have a full guide to the 7 Easy Steps to Send Email Event Invitations.
Email Bonus: One-Click Registration
Reach offers one-click registration as a feature that quickly allows email invitation recipients to instantly register from within an invitation email or on the Reach registration page with minimal effort. This can help eliminate drop-off due to distraction. Learn how One-Click Registration can increase your event registrations.
Call Centers are one of the most powerful channels for driving registrations, but also one of the hardest to pull off. Internal sales teams don’t love making sales calls for events (because they are not earning commissions from sold tickets), but they can be convinced. Otherwise, you’ll have to find an outside contractor who will work on a short-term project. Check out our guide on the 5 Steps to Using a Call Center to Drive Event Registrations.
If this sounds complicated, that’s because it is! (Reach users can follow these instructions to set up fully-staffed call-center campaigns in about 5 minutes)
Whoever you use for sales calls, it’s wise to bring in a trainer or work with your sales representatives on how to be extra empathetic on sales calls. They may be asked to confront extraordinary circumstances and deal with atypical emotions (in addition to standard objections). Teaching sales representatives how to handle these situations gingerly is extremely important.
LinkedIn is the largest social network for professionals. There’s a good chance that your target audience is on LinkedIn. You can share your event multiple ways using LinkedIn.
- Post It - Create a post linking to your registration page and post it to your feed. This is a good way to share your event with your existing network. When others like or share it, their network will see your event as well.
- Groups - Share via industry-based community groups to reach audience members with similar interests to your event.
- Sponsored - Use sponsored InMail or other LinkedIn Advertising to share your event with your target audience outside of your network. This costs a bit of money, but the results can be big. You’ll have to set up a LinkedIn Advertising account, configure your target audience (some limitations apply), write your ad copy, and set up tracking to ensure you know which registrations come from LinkedIn.
Pro-Tip: Attendance rates can be much lower for LinkedIn if not done properly. Send instant calendar invites, confirmations, and automated reminders to boost attendance rate.
Ads are an effective channel for promoting virtual events. They work well for virtual events and conferences because it’s more natural to discover and register for larger or more impersonal virtual events from an ad compared to a smaller or in-person event where advertising may feel impersonal. To run a targeted ad campaign, you’ll have to first decide on an ad platform. Google, Facebook, and LinkedIn all have good ad platforms. Many of these platforms are easy to get started on, but they can be a lot of work to manage day-to-day. Google, Facebook, and LinkedIn offer audience targeting features based on keywords or profiles, and most other ad platforms offer some version of this as well.
However, if you are approaching an entirely new audience and you don’t have a ton of brand recognition, you may want to try advertising a free conference teaser webinar first to draw the user in and get them engaged, and then move onto your high ticket item.
Retargeting Ads are very similar to Targeted Ads, but they send visitors to your event’s registration page and can follow those visitors across the web. This is a way of highlighting your event to people who have already indicated some level of interest but haven’t converted yet. It’s also a tool for making your brand presence seem bigger to your audience and a way to gain brand recognition. Several leading advertising platforms, such as Google and Facebook, have retargeting features, but we’ve found Adroll’s platform easier and faster to use, and it works well across multiple ad networks.
Part 4: Producing a Great Virtual Event
Before Your Virtual Event
Before your event, a survey is always helpful as a first step, giving people the option to choose between potential panels and to suggest topics and speakers. Tools like SurveyMonkey and Typeform are easy to use and budget-friendly.
Your content must appreciate and acknowledge the daily challenges of your audience. The greater the involvement of your audience in your conference’s design, the more it will meet their needs.
A pre-event survey can collect valuable information regarding the content and event format from your audience. Other things you can ask your audience:
- T-shirt sizes if sponsors want to send a t-shirt
- Giveaway and raffle preferences
- Dietary restrictions
Reminders are critical to maximizing attendance. We’ve found effective reminders can more than double the live attendance of a virtual event. If you’re a Reach user, your event reminders will automatically be set up. Otherwise, if you’re using your own dialer and marketing automation tools, we recommend using the following reminder schedule (this pertains to both in-person and virtual events):
If you’re like most busy professionals, anything that doesn’t make it on your calendar ceases to exist. To ensure the best attendance, make sure a calendar invite is on every attendees’ calendar. You can use a tool like AddEvent. For Reach users, calendar invites will automatically appear on your registrant’s calendar through Reach’s calendar invite feature. Ensure that the calendar invite is tailored to multiple platforms, as outlook invites won’t register on Google calendars, for example.
Gift Cards & Giveaways
Many event hosts are leveraging incentives like gift-cards and raffles to attract more registrations and attendees to virtual events. You can purchase gift cards directly from companies like Amazon or Starbucks, then send out the codes to your registrations or attendees. Admittedly, this is a serious pain, but it will help improve registration or attendance rates by incentivizing your audience. Using Reach, you can trigger these kinds of incentives automatically when a user registers, attends, or before an event occurs. Incentives can be used in a few different ways based on the behavior you want to incentivize. For example:
Incentives for all registrations (Use to increase registrations) - Send a gift card to all registrants. This will facilitate more registrations and a bigger top of the funnel audience. If you’re looking to grow your opt-in base or drive more top-of-funnel leads for your sales or sales development representatives team, then this is a good option.
Gift card, gift, or raffle for all attendees (Use to increase attendance rate) - Send a gift card, a predefined gift, or a raffle item for anyone who attends. Gifts can be any amount; $10 - $50 is a good place to start depending on your audience. You can offer popular gifts (like the latest tech gadgets), or simply offer a gift card and let your attendees choose for themselves. Raffle items can be high-ticket items like high-end gadgets, a product your company makes, branded SWAG, or wine/liquor (the appropriateness of alcohol depends on your brand and audience).
Make a donation on behalf of registrations or attendees (Use to increase registrations or attendance rate) - This is a great way to support a local business, non-profit organization, or health-care workers currently responding to COVID-19. Many attendees will appreciate a gesture like this.
Gift card for sharing your event (Use to increase sharing/virality) - If you’re trying to reach more people within a set of target accounts, this can be an effective tool. Leverage your existing attendee base to share your event with their colleagues and friends, and incentivize them with a $10 gift card for every new registration.
After Your Event
Virtual Event Follow-Up
Virtual event follow-up is vital to the success of an event and can be more of an ongoing process if you decide to spread out your virtual conference over time. You may choose to segment your follow-ups based on attendance, behavior profiles, or other factors. Consider this in advance and have your follow-ups planned and set up before your event occurs, so you’re not left scrambling.
What to include in your follow-up:
Follow-up Survey - Instead of waiting to send out a survey until after the entire event series is over, try sending out a survey halfway through. You can ask what content and features your participants have liked and appreciated so far, and what they would like to see more of. You can also use this opportunity to ask sales qualification questions. At the very end, you should send out a final survey to gather feedback and testimonials.
On-Demand Recording - Let’s face it—not everyone can attend your virtual event. One of the major advantages of virtual events is that you can capture both a live and on-demand audience. Share your on-demand recordings after your event occurs. Reach handles this automatically with our on-demand hosting feature, or you can set it up in your own email marketing tool. You can also try sharing the on-demand content for free for a certain period of time in order to create a sense of urgency for people to consume it, then put it up behind a paywall after a week or so.
Content - Share relevant follow-up content with your customers (perhaps a copy of a slide deck, white paper, or other information relevant to your event). If this is your first virtual event, try writing a blog post sharing feedback with your customer base about your take on the virtual conference, what surprised you, what worked well and what didn’t, and what you learned from it.
Sales - If applicable, make sure your sales representatives follow up (ideally immediately following your event). They should check to see if people enjoyed it, find out what topics they found most interesting, and see if they’d like to engage in a further conversation. If so, get them booked on your calendar ASAP! We love Calendly for fast, easy meeting booking.
Virtual Event No-Shows
No-show registrants can be just as valuable as your attendees. Evergreen content means that your sales team now has a great reason to reach out to them! They can follow-up directly with the recordings and any resources from the virtual event. Many customers actually see more revenue from their no-shows than from live attendees. One of the big advantages of virtual events is that you can reach both live and on-demand attendees. Be sure that your sales team and other follow-up efforts reach both live attendees and no-shows.
Part 5: Event Formats in the Virtual World
We hope this guide has put you on the path to planning an imaginative, engaging, and successful virtual event. Our advice comes from years of engaging people online and in person.
Want even more tips and best practices to run amazing virtual events? Get our follow-up resource, The Ultimate Guide to Virtual Events!