Like your church and mine, we are all trying to figure out how this new online world will impact our organizations moving forward. As I delved into the report, I found there were a number of lessons that we could pull out to apply to our own operations as welook to the future. The report examined 100 leading brands and the lessons they have learned from running online events of various kinds over the last year. The events included webinars, online summits, online conferences, and various virtual sales, marketing, and communication efforts.
The types of brands that were included are household names such as:
- Nestlé: A producer of baby food, medical food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. 29 of Nestlé’s brands have annual sales of over $1 billion, including Nespresso, Nescafé, Kit Kat, Smarties, Nesquik, Stouffer’s, Vittel, and Maggi. Nestlé has 447 factories, operates in 189 countries, and employs around 339,000 people.
- Condé Nast: This company’s media brands attract more than 72 million consumers in print, 394 million in digital and 454 million across social platforms. Titles include Vogue, The New Yorker, GQ, Glamour, Architectural Digest, Vanity Fair, Pitchfork, Wired, and Bon Appetit among many others.
- Volkswagen: Who for over 80 years have been putting more volks in wagens! Their brands include zippy cars like Golf, Jetta, Passat, Atlas, and Tiguan. The company is worth $141 billion and has a sprawling operation that includes a huge presence in its largest market: China.
One of the things that jumped out at me in this report was that 51% of the respondents reported that they had attended their first virtual events in the last 12 months. This made me lean in, because so many churches across the country have made their pivot to church online for the very first time since the pandemic rolled out in March 2020. The entire world is figuring out how to work more online, and while some of us have been leading churches online for ten plus years, many churches are experiencing this new online reality for the first time.
58% of the people surveyed in this report believe that they will invest more in online events as they look to 2021 and beyond. That is probably due to the fact that 91% of respondents say that these experiences were successful. These two statistics together led me to conclude that we need to extract lessons from the marketplace to apply to what our churches are doing online.