With social distancing and Covid restrictions preventing conventional trade conferences, Tonga organised an online version of its annual MasterClass on 2nd and 3rd June. The distributor said the comments it received during and after the event were very positive and full of praise. Participants said it was well arranged, running smoothly and a pleasure to participate.
“Of course, people are still eagerly looking forward to meeting each other in person soon,” said Tonga. “The live MasterClass format from previous years is preferred by most. This online event however was the next best thing, most agreed, and some even preferred the online MasterClass over the usual live event.”
Tonga said it was particularly pleased with the positive response it received as it was the first time it had organised an online MasterClass. The Covid crisis resulted in the March 2020 event being cancelled altogether, and as 2021 progressed the company could see that holding a traditional MasterClass would still not be possible.
Tonga hired a professional event organiser who turned the company’s showroom into a studio and the main office into a control room to hold the technical gear. The event consisted of several simultaneous Zoom sessions and live sessions in between pre-recorded presentations.
“The virtual MasterClass brought several benefits for both us and the participants,” said Tonga. “It was a versatile, streamlined experience for the attendees and we did not have to limit the number of participants, something that would be required with a live event. Participants did not have to travel, could choose which presentations they were interested in, and which would fit in their schedule. And anyone who wanted to join in last minute could do so, because more people in a Zoom meeting is no problem.”
To get around the issue of participants not being able to touch the products, Tonga sent out boxes of samples in advance, though it was not possible to send them to everyone.
“Another disadvantage of a Zoom event is that it’s much harder to create a nice atmosphere and to mingle with everyone,” said Tonga. “You miss the meals, the hugs, jokes and laughs you’d enjoy at a live event. The regular broadcast of a compilation of bloopers made by the sales reps helped to make the atmosphere amicable and funny. We’re all human after all and the new approach of the MasterClass was new for everyone, so you can imagine that during the recording of presentations they’d struggle with forgetting the text or stumbling over words. A compilation of those bloopers from the sales representatives turned out to cause some good laughs and to loosen things up.”
