How to show ‘Zoom fatigue’ the exit door

Nine months is a long time. Long enough to pass a driving test. Long enough for a baby to reach full term. Certainly long enough for ‘Zoom fatigue’ to set in during a nationwide lockdown!  

Joking aside, the mandating of remote working and the closing off of interpersonal contact has been a tremendous barrier for sales organisations everywhere. Yes, Zoom (and its ilk) can bridge the gap but it can be a blunt instrument for building relationships if a few simple truths aren’t observed.  

The first thing to acknowledge is that competition in the digital event space is fierce. Consequently, making an impact is becoming harder as more brands, publishers and influencers compete for an audience’s screen time and headspace.  

This presents a big challenge for industries like the built environment and design industries, who traditionally rely more heavily on personal relationships, networks and the physical presence of both people and materials.

With many of the events, conferences and exhibitions that underpin these sectors subject to cancellation or postponement,  people were more than willing to engage digitally to compensate. Now, in 2021, with time wearing on, ‘Zoom fatigue’ has set in. 

Enter the webinar. It’s quickly become marketing departments’ digital weapon of choice to re-engage and re-energise their audiences, but it’s not without its risks and failings. 

Taking learnings from some of the top performers of 2020, we’ve compiled our top five tips on how to make sure your webinar is a stand out success. And, remember, business as usual may well entail 9 months or more of ‘Zoom as usual’. 

1. A sense of immediacy – Webinars are designed to engage and sell an idea, a product or a service. It may sound pretty obvious, but step one is to understand what your audience is interested in – right now, not last year or next year. And then speak in their language – at a time that suits them.

2. Think in ‘Blockbusters’ – It is the story at the heart of the webinar that will get people interested and kept engaged throughout. Humans respond to human stories – especially those filled with humour, tension and a sense of resolution. Ensure your narrative is inspiring and fresh – just like a good blockbuster movie. Short of providing popcorn, the audiences should leave feeling inspired, informed, motivated – and ready to share their experience.

3. Roll out the red carpet – Who is telling your story? What impact will this have on the way audiences view your webinar? Using third-party panellists and subject matter experts to lead or moderate a discussion can add huge value to your webinar. All good TV chat shows have a It can exhibit a deeper or alternative understanding of the industry and clients. New perspectives always add value.

4. Switch it up – The format of your panel can entice or discourage audiences from joining. Try putting a spin on a popular approach like panels, interviews and breakout sessions to give it some stand out. Be creative, subvert the norm and avoid tired delivery modes, like voiceover slide presentations.

5. Sweat your assets – Webinars are great long term sales and marketing investments, so make sure you capitalise on every second of the content. Whether that’s through promotion on social media, generating press coverage or topping up your blog. Webinars can provide a glut of content for you to showcase indefinitely. That’s providing you worked on getting points 1-4 right!

Hattrick is proud to have developed two successful webinars for our clients recently. Take inspiration from what we did or how we did it. Steal our ideas with pride.

Johnson Tiles with Dezeen 

Johnson Tiles’ dedication to sustainability for over 20 years – in both manufacturing and packaging – set the scene for a powerful discussion on the challenges faced by businesses in the built environment. 

The webinar format for this debate was hosted by design resource studio, Material Lab, with moderation provided by the world’s most popular and influential design magazine, Dezeen. 

Editor-in- chief, Marcus Fairs, led the panel discussion consisting of an author, co-founder of an ethical design brand and a CEO of a sustainable plastics firm. Each perspective was based around a common theme – how can sustainability be taken mainstream?

Streamed live across the world and now available on-demand, the webinar has been viewed over four thousand times in just two weeks.

Tarkett and the sustainable workplace

In the wake of the first lockdown in 2020, flooring manufacturer Tarkett launched an exciting new webinar series: ‘Rethinking Workplace.’ Drawing on their own extensive global research around the wants and needs of office workers, the flooring experts is hosting a suite of webinars exploring different topics in more depth. 

The webinar, Rethinking the Sustainable Workplace, tackled the role of sustainability in commercial office design as part of Workplace Week International. A panel of experts from both sides of the Atlantic were brought together to explore what the key drivers may be as we emerge from this pandemic.

Featuring panellists such as Nitesh Magdani (architect), Dr Mike O’Neill (author), Sandra Tripp (architect) and Ryan Ware (general contractor), the esteemed group of thought leaders set a high bar for this important and timely discussion. 

Meanwhile, the most recent webinar took place on January 21st. This time tackling ‘the office as an essential destination’ with workplace strategist Hannah Nardini, focussing on the outcomes of a workplace study with 169,000 respondents. Here we shared insights on where workers are most productive, perspectives on remote working and the changing role of the office. 

What better platform than Zoom to reveal these telling insights? 

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