The phrase “hybrid events” has almost become synonymous with event planning during the COVID-19 pandemic. Event producers have embraced this merging of virtual and live elements, transforming the landscape of the industry so that events are more dynamic and accessible than ever before. While live events in all their full glory are sorely missed, the power of virtual has event profs agreeing that not all change is bad.
Mark Roberts, CMO of PGi, a global virtual meeting and event company, spoke with BizBash about his experiences with events since March, the benefits of the hybrid model, and why it is here to stay.
What sort of hybrid events are you seeing planned?
Most of our customers have converted all sizes of in-person meetings/events at least through the end of 2020 to virtual events. Even when some virtual meetings become physical again, our customers will require a hybrid component (keynote speeches, networking, exhibitor booths) due to the benefits (increased attendance, lower costs, lower risks, data capture ability, eco-friendliness). To make hybrid events easy and productive, we recommend that you have password-protect access, prerecord speaker presentations, use HD video, record and share the event recordings with attendees, and review your post-event analytics for continuous improvement.
How would you say the planning of hybrid events has changed pre-COVID to now?
The same as we’ve seen with the acceleration of digital transformation in the enterprise can be applied for virtual events. COVID has advanced virtual events more in three months than in the past three years. At PGi, we’ve seen a 430% increase in clients transforming in-person trade shows, meetings, conventions, conferences, and town halls into hybrid or virtual events. We’ve also seen a 500% increase in how many people engage with our streamed webcast events.
What are the benefits of a hybrid event versus live or even fully virtual?
Many of our customers have commented that hybrid or virtual events are a better way to attend an event as they have the added benefit of cutting travel and other show-related costs while increasing ROI and attendance. We’re seeing organizations, both large and small, transitioning physical events into digital experiences that are equally compelling and engaging. In addition, we’re hearing attendees find hybrid events are a better way to attend an event, while hosts find such events often increase ROI and attendance. When done well, hybrid/virtual events can lead to more immersive experiences for attendees, offer longevity through recordings, and provide an even stronger sense of community.
What is the impact on the environment of a live event versus a hybrid?
At the risk of stating the obvious, it’s a smaller carbon footprint without the need to travel, rent cars/call rideshare services, etc. This has a huge ripple effect if you factor in the decrease in food preparation, one can or bottle soda, and water consumption. Plus, you’ve an opportunity to engage a much larger audience with a more reasonable investment.
What advice do you have for event planners when planning a hybrid event?
Offering a hybrid event component isn’t just about executing it quickly, and it’s more than setting up a camera and hoping it goes according to plan. It’s about increasing the connection among attendees and it requires the same planning and attention to detail—everything from a script for presenters to handouts for attendees and an agenda—to lock down third-party speakers, thought leaders, and experts. My advice to event planners would be to define the event’s goals and what you aim to accomplish. Then, create a program around those goals. Also remember that the event—be it hybrid or entirely virtual—is just the beginning and should serve to strengthen existing relationships and build new ones. As part of the process, consider what the post-event steps will be and decide how to launch them to not lose any momentum. That said, they should also go with a trusted resource that has experience successfully managing large scale virtual events. They can work with the event planner in true partnership to ensure they are maximizing the ROI of a hybrid event.
What have you found works? And what doesn't?
Treat a virtual or hybrid event with as much care as you would a physical one. It’s the shrewd organizations that employ advanced analytics to measure success and understand how attendees engage with their brand. They also know they can create content based on an event, archive it on a microsite and reengage post-event with attendees or reach new audiences who could not attend.
Post-COVID, do you see hybrid events sticking around?
Absolutely. Hybrid and virtual events will become part of the “next normal” for business. In fact, a recent survey conducted by The Harris Poll on our behalf found more than half (54%) of employed Americans who now work from home due to the pandemic said they are not comfortable going to large, in-person work-related conferences or events this year. This isn’t a surprise. We know many organizations that will require a hybrid approach moving forward to allow attendees to have options to remain safe and comfortable. This means some aspects of the show, whether exhibitor booths, keynote speeches, or networking gatherings, will remain virtual for greater access and reach.
