The Future is Hybrid

As COVID-19 cases reach record lows and with vaccination rollouts in full swing, the future of events and gatherings is starting to look more optimistic. Still, health and safety are still the number one priority when it comes to planning in-person events, as well as taking individuals’ comfort levels into consideration. Hybrid events offer the best of both worlds, a safe in-person event for those vaccinated and comfortable with in-person activities, and a virtual experience for those who remain cautious.

Did you know that (1):

• 64% of companies include Hybrid Events within their portfolio
• 56% of attendees attend Hybrid Events in-person
• 44% of attendees attend Hybrid Events virtually

Necessity

• Fundamental building blocks to increase experience and KPI
• Hybrid Multiplier Effect: increase in lead volume
• Higher conversion rate (if done correctly)
• Attendees reach
• Much broader when there are virtual components
• Ex: able to reach those that cannot physically come

Hybrid 2.0: One Event, Two Experiences

• Both audiences feel purposeful and optimized
• Should not be able to tell that one is more important than the other
• Execution: Do not alienate one or the other
• Make content specific for each group
• Ex: virtual = bite-sized content

6 Foundational Pillars

• Marketing
• Venue
• Producing Content
• Community
• Sponsors
• Insights

Marketing

• Capitalize: single event agenda with distinct program offerings
• Deliver right experience at the right time
• Each group goes for a different reason
• In-person: deepen relationships, FOMO, immersive experiences
• Virtual: strict budgets, newly introduced to brand, time saving, digital interaction
• Shared digital experience
• Clearly communicated in website and registration page
• Show exactly what they are getting with each one

Environment

• LIVE: scenic, decor, backdrop, lighting
  • Following health/safety guidelines
  • Noise management
• People are spread further apart = adjust the microphones/speaker placement
  • Different operating layout
    • Spread further apart AND more equipment in the room
    • VIRTUAL: lighting, camera, range of control
  • The camera needs at least 6 times the amount of light as a human eye
  • Ensure decor translates well to the screen
    • Not to bunched up
  • As little distraction as possible
    • Not a lot of background noise
    • No interruption

Experience

• LIVE: what they will see, feel, and hear
  • Room design: how that will affect those who are live
    • More spread apart = work harder to make them feel connected
  • A different experience to those online
    • More to interact with
  • VIRTUAL: what they will see and hear
    • Cameras: decide what it is going to capture
      • Just stage OR whole room
    • Videos can be: pre-recorded, live
      • Use a combination: pre-recorded AND live QnA
        • Higher video quality with the element of being there

Engagement

• LIVE: easier to engage
  • Live moderator to build the gap between the two groups
• VIRTUAL: choice of platform
  • The platform will have a huge role in this part
    • Should not be the only determination
    • Different features of each platform will work better
      • Ex: gamification, chat, QnA, reaction

Connectivity

• LIVE: venue has the capability
  • Ensure that venue has the ability to connect so many individuals AND live streaming
    • Scalable
  • Up to date in the technology needs
    • Understand our needs and offer a solution
  • Have the speakers WIRED (rather than wireless)
• VIRTUAL:
  • Stable and robust network
  • 20 megabits per second
    • Stable starting point to ensure a seamless experience

Content

• LIVE:
  • Storytelling is important
    • Cheap and easy way to keep the audience engaged
    • Add content to your presentation = connect to the audience
  • VIRTUAL:
    • Switch things up in order to keep people watching
    • attention span = 18 mins.

Production

• LIVE:
  • Same as usual
    • Plus more of a tech team
• VIRTUAL:
  • Everyone onsite = same online
    • Fully overlapped teams communication to resolve different issues

• Dedicated team for speakers

• • • Make them more relaxed and comfortable (this is new for them too)

Safety

• Sanitation Stations
• Sanitation stations are going to be a must-have requirement when live events are back in motion. Ensuring your guests have an area to sanitize are touching common areas offers your guest a sense of safety and care.
• Temperature Checks
• All your guest’s safety should be the main priority. Require all attendees to go through a temperature check station to ensure they are not showing symptoms of COVID-19.

Source:

(1) https://blog.bizzabo.com/event-marketing-statistics