The awareness of in-person events is still critical, and the reach offered by virtual events means that hybrid events are here to stay.
- Seventy-six percent of events are expected to be hybrid in 2021 (1)
- Ninety-two percent of respondents plan to incorporate virtual/hybrid events into their event strategy (2)
- Eighty percent of event organizers have been able to reach a wider audience with virtual events (3)
In early 2021, organizations should pay close attention to the five lessons learned by meeting planners who experienced success with hybrid events:
A Significant Amount of Planning is Required…
Hybrid events may include a virtual component, but that does not mean they require less planning. In fact, with both the in-person and virtual pieces to consider, it takes a significant amount of planning to execute a successful hybrid event.
One of the most important considerations is ensuring that virtual attendees are given enough opportunities to engage. It is all too easy for them to tune out when watching everything play out on a screen at home. Fortunately, there are effective tactics for keeping virtual attendees engaged, including breakout groups, polling, the use of video, and question-and-answer sessions. How to engage attendees is just one example of how companies can apply thorough planning to set the stage for success.
…But the Higher Turnout Is Worth the Effort
Giving people multiple ways to attend a meeting, as hybrid events do, significantly improves the chances they will attend. While in-person meetings will always be superior and highly desired, sometimes people are simply unable to make the trip due to scheduling conflicts or budget restrictions for travel.
By offering a virtual option through a hybrid platform, businesses can open events to more people, even people with the busiest schedules and most pressing time restrictions. Participants can attend from anywhere with a stable internet connection and computer or smart device. As long as the organization provides incentives through powerful messaging for people to attend, the turnout is likely to be higher.
Not All Industries Are Created Equal
Some industries simply do not lend themselves to virtual attendance. For example, it can be difficult, if not impossible, for attendees to imagine the taste of food, the feel of apparel or the texture of home décor items, the fragrance of sanitation products, etc., within the context of a screen.
Businesses in these industries need not despair, as in-person meetings remain the most effective type of event. Before planning a virtual meeting, they need to confirm that it is a beneficial format for their industry.
Market Expansion Is a Benefit
Since the virtual aspect of hybrid meetings allows people to attend regardless of location, they expand its market by removing physical limitations.
In this way, hybrid events create a worldwide market for businesses. When buyers do not have to spend the money and time it takes to cross state lines or hop continents, they have much more motivation to attend.
ROI Is Easier to Measure
One challenge of in-person events is getting an accurate measurement of return on investment (ROI). Being able to demonstrate the value offered by any initiative that costs money is critical in the current economic climate when budgets are tighter than they have been in years.
The virtual side of hybrid events makes collecting data easy, resulting in crystal clear metrics like the following:
- The number of people that attend
- How long they spend at the event
- Which types of content are most engaging – and for how long
- How attendees are engaging with content
Companies can demonstrate ROI, and they can also use the data collected to improve future efforts. When organizations leverage metrics to inform their planning efforts, they set their events up for success.
What do these lessons teach businesses about hybrid events? When planned and executed correctly, these hybrid events have enormous potential as powerful tools for buyer engagement, lead fostering, and revenue generation.
Uncertain times call for creative thinking. Contact Gavel International to be inspired with solutions that connect and engage your people.
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SOURCES:
1 https://www.cit-world.com/interviews/event-spend-will-be-higher-in-2021-than-it-was-pre-covid
2 https://welcome.bizzabo.com/post-covid-19-event-outlook-report
3 https://blog.bizzabo.com/event-marketing-statistics
