Final yr we noticed many occasions flip digital, however this yr organizers will start to supply extra hybrid choices for attendees, making them extra accessible whereas permitting in-person networking alternatives.
Commerce exhibits, sporting occasions, live shows and different reside occasions floor to a halt in the course of the COVID-19 pandemic, however now that tens of millions are vaccinated and firms are starting to see mild on the opposite facet, new plans are underway to deliver again occasions, together with know-how conferences and commerce exhibits.
SEE: COVID Vaccination Coverage (TechRepublic Premium)
“The occasions business went by means of main modifications in 2020,” mentioned Alon Alroy, co-founder, CMO and CCO of Bizzabo, which gives a platform for in-person, digital and hybrid occasions. “The shift to digital occasions was probably the most notable takeaway from this previous yr, and it is now clear that when in-person returns, digital occasions will stay a part of occasion packages.”
Alroy mentioned that in response to his firm’s current Evolution of Occasions Report, 75% of organizers shifted their occasions to digital in response to COVID-19. Whereas some occasions have been postponed or cancelled, nearly all of occasion planners embraced the digital house.
“It additionally turned clear that each organizers and attendees are desperate to resume some degree of in-person occasions,” Alroy mentioned. “After surveying 700 attendees, our analysis group observed a rise in attendees failing to community and be taught on the subject of digital occasions. Taking a look at it from the organizers’ facet, roughly 68% of occasion planners say their primary problem within the digital world is driving engagement and networking alternatives for his or her attendees.”
SEE: 2021 tech occasions, summits and conferences so as to add to your calendar (TechRepublic)
The flexibility to satisfy individual to individual over a cup of espresso or to share experiences in a room of 20 or 30 folks, is misplaced on a video name. In truth, a big variety of employees discovered video calls exhausting after having to take part in them repeatedly all through 2020. Jeremy N. Bailenson, a professor of communications and founding father of the Digital Human Interplay Lab at Stanford College, cited 4 main causes for video name exhaustion: extreme quantities of close-up eye gaze, cognitive load, elevated self-evaluation from observing video of oneself and constraints on bodily mobility.
With this in thoughts, entrepreneurs are actually planning hybrid occasions in 2021, with the aim of converging in-person and digital occasions.
What’s going to a hybrid occasion mannequin seem like?
Almost definitely, a hybrid occasion will mix the broad attain and talent of digital conferencing to hyperlink in distant specialists and assets to a bodily occasion like a commerce present with its vendor cubicles, demos, lunches and in-person networking alternatives.
“For the occasions business, 2020 was definitely a yr of trial and error,” Alroy mentioned. “We noticed digital occasions that enabled attendees to have interaction with content material in their very own methods, however there have been nonetheless many elements about in-person occasions that organizers and attendees missed—from the connections and face-to-face interactions to the joy of grabbing your morning espresso.”
SEE: High 5 video conferencing companies to make use of with distant workers (TechRepublic)
This builds the case for hybrid occasions. It additionally pencils in an necessary position for video occasions in company IT’s massive information technique.
“The digital side of occasions will look considerably just like digital occasions we have seen this previous yr however there shall be key variations,” Alroy mentioned. “Whereas occasion organizers will nonetheless leverage digital occasion instruments to stream keynotes and periods and embrace interactive components for the distant viewers to have interaction, they may even create alternatives that cater particularly to each in-person and digital attendees. Which means creating distinctive in-person experiences for occasions attendees, together with content material that may be solely accessed just about, and merging alternatives for each in-person and digital attendees to community and work together with one another and with occasion content material. The important thing shall be making a unified, purposefully constructed expertise for each digital and in-person contributors.”
Are corporations prepared to do that?
This yr will see quite a lot of trial and error, too, as corporations sponsoring their very own occasions will search out the very best combos of bodily and digital actions, with advertising and marketing, IT and out of doors distributors working collectively to make it occur.
“It is an thrilling time to be on this business,” Alroy mentioned. “I’m really excited to see how occasion planners and entrepreneurs proceed to plan nice experiences for his or her attendees. That is the time to redefine and disrupt skilled occasions. … The one fixed in life is change, and that is very true within the agile world of occasions.”