Have you ever tried to carry on the same conversation in two places? Perhaps you're communicating with a coworker on Slack while also emailing back and forth with a client. It can be hard to stay focused on two audiences at the same time—and that's the kind of problem many event producers are encountering as they plan hybrid events.
As pandemic restrictions ease, many audiences are longing for an in-person experience. However, virtual events have secured their place in the market too. The solution? Offer one event that does it all—a hybrid event that allows attendees to check in online or make the trip to the venue for an in-person gathering. Of course, combining these has proven difficult.
In-person attendees want full experiential marketing, with sensory experiences that are difficult to enjoy through a screen. Simultaneously, virtual attendees don't want to feel like they're watching an event that others are enjoying without being able to participate themselves. So how can event producers create a hybrid event that's engaging for on-site and remote audiences?
Here are three ways to create an engaging hybrid event:
Find out what your audiences have in common.
While your attendees might be scattered across ZIP codes, they're all paying to attend your event, whether in a seat in your venue or from their living room. Do some research to identify who your target audience is for both in-person and virtual registrants, and find the overlap in the Venn diagram between the two. When you discover those similarities, emphasize them in your theme and programming. It will make every attendee feel like the event was made for them.
Build experiences that transcend location.
While experiential marketing is often billed as an in-person experience, that does not have to be the case. Memorable experiences engage the senses and you can do that through sight, sound, and even streaming. Create engaging video content that both audiences can enjoy in real-time, or offer a virtual reality experience that allows remote attendees to "step into" the event themselves. You could even ship a gift bag to virtual attendees for them to enjoy as they watch the event unfold on their screens, such as booklets for note taking, snacks to munch on, or another branded token to make the experience tangible and memorable.
Create a seamless experience with logistics.
There's nothing worse for virtual attendees than experiencing technological difficulties—and there's nothing worse than waiting for a live stream to welcome virtual attendees while you sit at an in-person experience. To make both camps happy, make sure that your technology is ready to go, and test repeatedly to eliminate potential hiccups when going "live." Ensure you have virtual hosts in the chat to communicate with virtual attendees so they feel part of the experience.
A hybrid model means hosting one event with two unique experiences. At Redstory, we're committed to creating what matters, so we've built a guide that helps you do the same. If you want to captivate in-person and virtual attendees and create a lasting impact for both, download our Hybrid Event Guide here.
