From the process of planning and organising events, to event promotions and delivery, the events industry has been through a huge shift, in response to some of the challenges posed by the pandemic. Virtual and hybrid events have become the norm and event managers worldwide have been convinced by the efficacy of the digital media in supporting this transformation.
But do hybrid events still hold value for event organisers in the future, even after the pandemic is over and social restrictions are lifted in due course? You may be tempted to believe that a full return to organising in-person events is what the future holds for the events industry, but is that really going to happen?
If industry experts are to be believed, hybrid events will not only define the present but also the future of corporate events in the years to follow, so much so that two-thirds of event marketers intend to use hybrid as their event format of choice, even when in-person events make a comeback. In this article, we will look at what hybrid events are and what benefits of this evolving event format make it future-proof, from an event strategy point of view.
What are Hybrid Events?
Hybrid events are the type of events that make use of both the virtual as well as in-person elements, combined together in a way that a fraction of the speakers and audience can be present at the venue, in-person, while the remaining group of participants and attendees can join the live-stream online. This format effectively combines the high accessibility and wide reach of a virtual event with the engagement and networking opportunities of a live, in-person event.
What benefits of hybrid events make them essential to your event strategy post pandemic?
Reach a wider audience
Reaching a wider audience has never been easier. With hybrid events, you can not only overcome geographical limitations, but also make your event more accessible to the wider audience who can’t commit to traveling to the event venue.
More suitable in the post-covid era
Most closed-door venues are following a very strict protocol and limiting the number of guests who can attend an event. Why let such limitations get in the way of you organising your event successfully, when you can simply work with a hybrid events company and make the best use of the hybrid event format?
Better audience engagement
In order to create a rewarding experience for everyone, including the attendees, it’s important to encourage active participation. Since hybrid events allow both the in-person and remote attendees to interact and network freely without limitations, they certainly support better audience engagement.
Avoid issues with the venue and speaker availability
One of the biggest challenges when planning an event in the post-pandemic era is to ensure venue and speaker availability. With hybrid events, the venue is no longer a limitation and most speakers are able to join remotely from the comfort of their homes. Talk about hitting two birds with one stone!
Leverage the insights gained from data analysis
Hybrid events can be a goldmine of data for event organisers. By tracking attendance and audience interaction across various event segments and multiple touchpoints, it becomes easier for brands and businesses to better understand what worked well and what didn’t.
More options for monetisation and sponsorship
By leveraging multiple sources of revenue for your event, you can get closer to achieving your set business goals. Hybrid events let you access several opportunities for proper monetisation of the event spaces. Here are some ideas to help you in this regard:
- Monetise your event page ads by offering sponsors some ad space on it
- Run ads on your event live stream
- Let sponsors set up banners inside the recording studio or event venue
Apart from this, businesses can monetise the event’s content as well, by recording certain sections of the event that might be helpful for the audience and placing them in a content repository. The content can be easily repurposed in the form of highlight reels, short clips, or even blogs and articles, depending on what your business and your target audience find most appealing. Such pieces of content can be shared with the target audience on a regular basis, aiming to get more leads into your marketing funnel and keep the existing ones engaged. Or, you can also repurpose all of it as premium content and offer it as a membership or a one-time download. These are just some of the ideas, and possibilities are limited only by your creativity.
Wrapping up
As we proceed in the post-pandemic era and embrace the unlock phase, the technology for hybrid events is expected to keep evolving, making it the undisputed future of events. Hybrid events will no longer be considered as just a live stream or a substitution for in-person events for the time being. Instead, they will represent a new reality and unlock several exciting possibilities for event managers and organisations alike.
