As vaccination rates rise and we slowly start reopening, many event planners are looking towards the possibility of holding hybrid events later in the year. So what is a hybrid event?
Put simply, hybrid events combine both an in-person live event with an online virtual component. Even though virtual events come with their own list of advantages, the pandemic has created a situation where many people are eager to be able to connect face to face again. A full return to “normal” is still some time away however and it’s important to recognize that the virtual component will still be a major (if not the main) focus in the planning, preparing, and hosting of hybrid events.
If there was a consistent theme over the course of 2020 with regards to virtual events, it was one of functionality. Organizations had to make a quick pivot towards virtual event solutions and platforms that provided them with the necessary functionality to support their needs. With excitement in the air about being able to start doing in-person activities again, we wanted to explore hybrid events and underline the importance virtual solutions will play.
- A role reversal
Virtual attendance of an event prior to the pandemic was not the focal point, if considered at all, but more of an add-on or afterthought. Moving forward with hybrid events, there’ll definitely be a role reversal whereby the virtual component of the event is what’s thought of first. Especially while the pandemic is still a consideration, the question has to be asked as to whether an in-person event aspect should be done versus whether it can be done.
There’s also a financial valuation at play. If venues are only allowed to have a fraction of their capacity fulfilled, there’s obvious questions surrounding profitability and sustainability of that model by itself. For these reasons alone, virtual events are here to stay and will play a dominant role even in hybrid setups. Now halfway through the year, the theme that seems to be consistently emerging is the importance of the user experience (not format) and how to get this right.
- Questions on predictability
Rolling back the calendar a couple of years, it might’ve even been hard to imagine how a conference could have an online component or be completely virtual. The prevailing mindset was one of “you just have to be there”. Now, with virtual conferences, webcasts, meetings and webinars the gates have been opened in terms of access with lowered costs, convenience, and increased audience potential. There are also lots more factors to juggle surrounding predictability now.
First off, there’s the fluctuating state of the pandemic itself and the resulting restrictions that can arise. In terms of virtual attendees, people may register much closer to the event date itself since they don’t have to plan for travel and accommodations. The convenience factor of joining an event online can bring in a larger audience but it also means needing to engage people too. In terms of user experience, event planners and meeting professionals should focus on ways to make the virtual experience social, special, and unique (e.g. exclusive content).
- Events as marketing vehicles
There’s lots of habits and aspects of our daily routines that have been rethought throughout the pandemic. With the virtual side of hybrid events playing a much larger role than it did pre-pandemic, there’s some rethinking that needs to go one here as well. There’s a shift in mindset that’s occurring with events being thought of less in terms of immediate revenue and more of a marketing vehicle.
Virtual events and the virtual aspects of hybrid events provide an huge opportunity for reaching a wider audience of potential customers, organizational members, etc. Going virtual is an incredible marketing opportunity for the conference or webcast content itself and provides more potential sponsorship revenue. There’s also the ability to share content easier online, when it’s already there to begin with, and through post-event follow-ups.
Baldwin Audio/Visual Solutions can provide virtual solutions for your virtual event today while helping you plan and prepare for a future hybrid event. Contact us to learn more about virtual conferences and other solution packages!