What do you need to consider when transitioning to a hybrid event?

As countries are starting to loosen lockdown measures and the first live events are starting to happen, such as the UK’s first socially distanced concert, the style of events is now transitioning into a hybrid event format. Hybrid events, or events that combine both in-person and virtual experiences, will be an essential part of the new normal in the events industry. Not only will venues likely be operating at a lower capacity due to distancing measures, but with many attendees cautious or unable to attend (let alone travel to) live events, hybrid events are the way to go.

So what do you need to consider when transitioning your event into a hybrid event?

Event Marketing Strategy

For a typical event, the marketing strategy revolves around getting attendees to register and travel to the event. Hybrid events have the potential to transform an organisation’s event marketing strategy, opening up new possibilities and options:

• Having virtual capabilities allows your to reach regions and countries that you may not have been able to target before and expand your event audience       

• The virtual event and its resources can be marketed all year long, offering year round content to capture your audience’s attention 

• Opening up the lines of communication with virtual attendees can provide valuable insights on what type of content would make them want to attend in person in future years, allowing your event to growth further with the right audience

•  Tracking participation and assessing engagements becomes much simpler, allowing you to recognise what content is wanted by your audience and what isn’t working

• Along with massive audience growth and engagement comes an equally large expansion of available event data. 

• If sponsors are involved with your event, a hybrid format can see them have more involvement and visibility than ever before - from a physical and virtual stand to sponsored content or ad breaks. There is the potential for sponsors to dramatically  increase their reach by being involved with your hybrid event. 

Gather The Data

A major benefit of the virtual side of a hybrid event is the ability to provide insightful data and analytics. Most platforms such as CrowdComms or ON24 have reporting features built-in, so gathering data for your virtual or hybrid event becomes simple. The data then allows you to determine how your online audience behaves and what content they engage with - pay close attention to how your virtual audience engagement shifts between sessions. 

Use a platform that allows remote and live attendees to connect with each other as networking is still essential, no matter the format. Networking has always been valuable to events and using technology and gathering event data gives you interesting insights into the real value of networking sessions and activation’s. 

Data is essential when it comes to determining what works and what doesn't at any event, but when it comes to virtual events in particular, take advantage of the analytics at your disposal and make sure you take note and incorporate successful tactics at future live events.

Create an engaging hybrid format

Hybrid events involve both live and virtual attendees, and it's important to cater to both and try to integrate the experiences as much as possible. Creating that WOW moment for your virtual event attendees and maintaining the engagement on the virtual event platform with your physical audience is important.  

Certain experiences will be the same for both audiences, such as live, broadcasted speaker presentations. Others, however, will necessarily be different, such as break between sessions. Live attendees tend to network during breaks, so keeping virtual attendees interested in the content you provide in between sessions or translating those breaks effectively into networking opportunities for your virtual audiences through breakout streams or virtual hangouts. 

Working with an events agency will help pull together your live event with a virtual platform to connect your live attendees with the online audience in order to maximise the networking potential. An agency knows how to create those extra creative elements that virtual attendees tend to engage with, such as live tweets, polls or other social media activities. 

Choose Venues With Strong Tech Capabilities

Choosing a venue that has strong technology is essential to any hybrid experience. Depending on your event type and the virtual experience you want to create, your exact needs will vary, but advanced tech offerings in a venue will become non-negotiable as well as working alongside an agency that knows how to blend the virtual platform with the physical event.  virtual events platform provider. 

When planning a hybrid event, it's essential that you select a venue that can accommodate the tech setup that you'll need. Look for venues that  provide reliable high-speed WiFi needed to pull off things like live-streams without a hitch. 

As the events industry transitions into the hybrid events format, there becomes more creative and engaging ways to continue to connect with your audience. When combined with the right technology, hybrid events can provide you with insight that you never had with your audience before. 

Working alongside an events agency will allow you to bring together both live and virtual audiences so that they can connect with your brand and community. The experience and knowledge that an agency brings will guide you through what best platform, venue, program and content to use for your hybrid event.  #SpeaktoSleek to start talking about how we get you to connect with your audience with a hybrid or virtual event.