Hybrid events are the format of the future, expanding the possibilities of integration between brands and customers, however, the demands are greater because both audiences, face-to-face and virtual, must experience the same level of interaction in each experience offered.
The pandemic has left some people fearful of participating in physical events, and although the situation will gradually be overcome, it will take some time to remove this distrust from the minds of many. Given this new reality, hybrid events emerge as the most appropriate strategy for B2B and B2C companies to continue executing their strategic communication and marketing plans.
Hybrid events are those that combine physical and virtual experiences, in which participants can access exhibitions, lectures, seminars or trade shows in person or online. Because the audience is mixed, the optimization of content and experiences are essential to maintain the interest of attendees in each scenario, generating greater challenges for event organizers. However, beyond the logistical implications, which are easily overcome with a good choice of service provider, the benefits and possibilities of developing hybrid events are countless.
Offering solutions to all audiences
Undoubtedly, the experiences of the last few months have left a very fragmented vision of social interactions; some have the latent desire to resume their interpersonal relationships and business events, however, another group is still afraid of moving to large scenarios that involve sharing spaces with other people. It is precisely this situation that has inspired the concept of the
(drive to fun) implemented by companies in the entertainment sector, from cinemas and theaters to concert organizers, generating spaces in which people can share the same place under certain biosecurity protocols, but in which physical interaction is minimal.
This scenario makes hybrid meetings and congresses the most efficient neutral space for companies to connect with all types of audiences, offering both physical participation alternatives, through events with controlled numbers of attendees, and virtual ones through special platforms.
Keys to success in a hybrid event
As I mentioned at the beginning, the challenges for developing hybrid events are greater, that is why I would like to share with you some keys that you should include in the planning and execution of your event in a mixed scenario.
Hybrid events are not just a matter of implementing technical tools; a strategy and key concept are needed to achieve success.
Content is king. Since virtuality transcends the barriers of the physical, you will be able to offer content with guests of the highest level, which will make your event much more attractive.
No participant should be ‘punished’ for not being able to attend the live event, so although the format is different, the virtual setting should offer experiences that are as impactful and relevant as if they were there in person.
Select companies with enhanced technology platforms that guarantee the level of expertise your company wants to offer.
To be successful in a large-scale hybrid event the technology must be foolproof. Stable connection and robust state-of-the-art routers are necessary to guarantee uninterrupted connections.
A detailed biosafety protocol for both staff and attendees should be established for the on-site scenario.
Finally, I would like to leave in your mind that this situation should be seen as an opportunity to build new and improved event models to position brands for greater success. The reality is that digital technologies will dominate business environments during and after the pandemic, redefining work cultures and lifestyles to make way for more innovative tools and experiences.
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