From conferences to sales events, global conventions to local and regional meetings. Forward-looking businesses are adapting to a world where event content is king, and where hybrid event technology helps mitigate risk and improve ROI.
If the COVID-19 Pandemic has taught us anything it is to never to take for granted what the future might hold. We can’t know for sure what’s ahead, but the businesses best placed to thrive in 2021 and beyond are the ones with the ability to produce high quality events to help them achieve their business goals.
Virtual has served us well
The virtual event approach is now a familiar and convenient option that is continuing to drive great participation numbers for corporates events. Our own benchmarks show that, on average, online event audiences are often 500% larger than their in-person counterparts were before the pandemic. This is allowing companies to reach new audiences, target new geographies, and test new vertical markets. It has been a challenging time for business, but also an exciting one as we learned how to leverage the benefits of virtual events. Our clients have had great success with their virtual offerings, and many are discovering there are some compelling reasons to host hybrid events now and into the future.
What happens next?
In the coming months we expect hybrid events to continue as part of the norm. As in-person events restart in many parts of the world, they are going to be smaller, more targeted, and more cost-conscious than before the pandemic. Many savvy companies are relying on a hybrid model to supplement smaller in-person audiences while mitigating risk and achieve their event objectives as all try and strike a new balance.
We want to meet in person but we are nervous
Hybrid events are proving to have some unexpected benefits.
There is a strong sense of wanting to get back to meeting in-person, but also a reluctance to commit to large in-person events in case the unthinkable happens. What if we are plunged into restrictions that would mean having to cancel the event? What if people are unable to attend because of COVID? Hybrid events are proving to be the best insurance policy against event cancellation. If you have a robust option to attend virtually, the outlay on the in-person component of the event is reduced and the show will always go on. It’s a win/win.
Unexpected benefits
The audience reaction to hybrid events has been intriguing to watch. While so many can’t wait to get back to attending in-person, there are a host of reasons that make attending virtually a more practical option in some situations. Childcare issues, travel delays and calendar conflicts just to name a few. We are even seeing attendees who are at the event in person heading back to their room to catch up on emails and while they live stream the next session.
The hybrid event model has created a whole new world of flexibility and people are exploring new ways of working as we navigate our new normal. That’s where true innovation will happen, setting us up for a brighter future with bigger impact for our messages, our audiences, and our experience of what an event can really be.
