As we look towards spring, the weather will start to get warmer, public health measures will start to dial back, and hybrid events will be in full swing! Although there are plenty of event platforms and hybrid solutions these days, organizing a hybrid event still requires a lot of planning, flexibility, and execution. Engaging the in-person versus online audience means catering to two very different user experiences and doing so in a way that is both seamless and unique.
We’ve put together a quick list of best practices for you to keep in mind while planning your upcoming hybrid events for the year. Making sure to account for how the different settings, audiences, and forms of content drive different experiences are major factors but you also need to have a more agile approach when it comes to the whole event process.
- Revise, Rinse, Repeat
If you’ve been in the event management space for a while, you likely have your method for planning and pulling off a great event. A hybrid approach doesn’t require a ground-up rethinking of what has traditionally worked but you can’t just apply the same thinking to the virtual side of things and think it will unfold similarly. As an event planner, you’ll want to approach these events as learning opportunities where it’s less about pulling off the perfect plan and being more dynamic instead.
Being able to take in information, revise things, iterate on what’s worked, and then improve the next time is the name of the game. The information and feedback you get from the virtual side of a hybrid event allow this to happen a lot quicker. Whether it’s a question of format or content, the goal is to serve the audiences with a value-added experience. Learning from each engagement, channeling and amplifying what’s worked, and revising what didn’t is an optimal mindset.
- Rehearsals and Testing
You’re probably used to doing run-throughs or rehearsals for in-person events. This allows your presenters to get a feel for the room they’ll be presenting in, do sound checks, etc. Well, this is an even more important step when there’s both an in-person and online component. You’ll still want to do all the things you normally would but there’s a bunch of platforms and connection testing that should be done as well. Anything that will be live-streamed needs to be set up, have the audio levels checked, ensure that video connections are on point, and basically perform an all around tech-check.
- Capacity Considerations
Since it’s been a while that in-person events have been curtailed or drastically minimized in terms of their numbers, it’s important to keep capacity limits in mind. Based on the venue being used, organizers should set a cap for the number of tickets they’ll sell and simultaneously promote the virtual option. If tickets sell out, the promotion of the virtual side and its benefits make it so that your event isn’t limited by capacity aspects.
For this reason, it’s extremely important to promote the digital component and make sure there’s a value-added experience. That way, if in-person tickets aren’t available, people don’t just move on to the next event. Make sure the event’s marketing addresses these types of concerns and highlights why the virtual version is worth the time and money!
- The Economics of it All
Putting on and hosting an event comes with its costs. With the hybrid approach, it’s important to make sure you’re aware of all the potential costs and have that factored into your budget. Some of the cost factors that should be considered are…
- In-person venue
- Virtual audience platform
- Production and audio/visual needs
- Network and internet needs
- Food and beverage for on-site attendees
- Setup and rehearsal
- Travel accommodations
- Keynote speakers
- Entertainment
- Swag bags
We try to streamline some of these costs by offering a comprehensive simultaneous interpretation and virtual event studio for virtual and hybrid approaches. Budgets should also be done in relation to the amount of sponsorship revenue being generated. If you’ll be enjoying a decent return on investment for sponsorships, then you’ll likely have more leeway for a bigger production budget.
- Measure Your Success
With hybrid events or any business undertaking, it’s important to be able to measure your success. This measurement component is vital for being able to iterate and improve as we suggested in point one. Audience applause and verbal feedback in person is not a holistic way to gain insight into what worked and what can be done better. You’ll want to make sure you have a KPI framework and ways to get those indicators for both the in-person and virtual sides of the event.
The nice thing about the virtual event platforms and the nature of online is that there’s so much data that can be captured. Analytics and reports can be generated for engagement, leads, and so much more. Here are some best practices when it comes to event data collection…
- Registration and attendance rates: this is automatically tracked in online cases but QR codes can be used for in-person attendees)
- Booth traffic: this is also tracked automatically in most virtual cases but it’s harder to do so in-person which is why vendors should try to have virtual collateral beyond the swag they might give out (this way the digital downloads can still be tracked)
- Engagement metrics (chat, Q&A, polling, etc.): for hybrid events, it’s hard to capture every one off conversation that might be had between live attendees but if every type of participant has a digital profile, then everyone can still interact, ask questions, and do so in a way that allows you to report on it
- User journeys: these help track and map out the journey an event participant goes through and, although limited to the virtual side, can still provide insight into potential improvements for the in-person side allowing you to better plan event agendas
The events industry may seem more complex with all the options available. These best practices should serve as a starting point in planning your hybrid events but we’re also here to help! Contact Baldwin Audio/Visual Solutions today to learn more about our event solutions.