Despite the progress that has been made, the meeting and events industry still faces great uncertainty. We know that event goals and event technology have changed and virtual and hybrid events are now the norm. One thing that hasn’t changed is the hunger of attendees and organizations for events with purpose. Impactful experiences, delivered in an integrated framework are the future.

Why events are still important

They are the stand-out moment when a brand breaks through the noise and creates a genuine experience that lasts far beyond that moment in time. Events are the tentpole in a marketing strategy and when they are done well, they propel businesses forward.

How things have changed

In the near future, events will reflect the changing objectives and challenges marketers now face. Events will be more targeted, with sponsors and exhibitors demanding new kinds of visibility and analytics to reassure them of the value they are getting. Attendees will have a new set of needs and challenges around remote working, travel restrictions and other difficulties of the covid-influenced world. The evolution of hybrid events involves a broader vision that can incorporate all the tools at our disposal. But one thing is certain – connection and shared experience are more precious and important than ever. And providing those things is going to depend on an ability to use all the modern tools available.

What is an integrated experience?

An integrated experience will combine the high-touch, high-value aspects of in-person events with strategically scheduled virtual offerings, year-round streaming, and a comprehensive content marketing strategy that supplements it all and keeps recipients engaged.

What will this look like as we move forward?

There should be no either/or tradeoffs in an integrated experience. It should and must be a multi-layered engagement strategy that lets attendees participate on their own terms. If they want to attend an in-person event, they have a few options. If virtual events are more their speed post-COVID, they’ll have plenty to choose from. If their schedule means that streaming on-demand is a better fit, they can access it at any time. And underlying all of that, they get a steady flow of supporting content that helps them learn, drives interest, and connects the dots.

To learn more, contact the Huddle Team below to start planning your hybrid event!