Virtual events should 'mirror the real world', says Orion's Wilding

Maura Wilding has urged publicists and marketing teams to think about "mirroring the real world" when organising online events, and seek to capitalise on what engages an audience "in real life".

Speaking at a marketing and publicity webinar hosted byThe Bookseller, the Orion communications director (pictured) said event organisers needed to "play the long game" and think about their reasons for running events, as they would with physical ones. "So much of what we do in publishing is about connection and stories," she said, "and that should be the same [online.] We're looking at how stories connect people, and how to engage with them. You've got to be clear about how to reach your audience, and how to engage with a community." She added that virtual events should reflect what is important and engaging in "real life", and that marketeers should tailor their events to specific platforms, and "be clear about who the audience is".

Caroline Maddison, head of digital marketing and audience development at Penguin Random House, encouraged "regular social initiatives" and micro-events, to build awareness and generate anticipation for the main event. "It doesn't have to be slick and branded," she said. "Events are a great way in for a new audience, and smaller ones are just as important. At PRH, we host daily draw-alongs and read-alongs—it's a moment for children and families to gather."

Both Carolyn Jess-Cooke, author and founder of Stay-at-Home Literature Festival, and Sue Porter, owner of Linghams Books and co-founder of At Home with 4 Indie, emphasised the importance of author interaction to "capitalise on the digital event".

"The more [authors] get involved, the better really," said Porter. "The online participation is really important; the audience really like the 10-second videos and social media is great for that." She added that signed copies of books were always popular. Wilding said it was important to recognise and reach out to authors with a "strong social media presence" for visibility.

At a time when authors are among the hardest hit financially, Cooke reiterated that they "should be paid for online workshops", though sales are presently "hard to drive" as the industry seeks to monetise virtual events.

All the particpants agreed there was a lot of value in "looking at sponsorship models", with Wilding advocating "pay what you can" for certain events. She suggested exploring incentives such as merchandies, discounts off books and onsidering how to reward authors fairly for their time, though acknowledging that the public may be feeling financially insecure.

Cooke added that virtual events "let everyone in" and go some way to tackling the "ongoing barriers to culture", including class issues and disability. "This came at a global surreal moment," she said, "but I want this to continue, thinking about ways that are creative and that you can do digitally, motivated by a sense of community that enables accessibility."