by Andrew Deakin, Director, Conference Care
After 16 months of continuous development, spurred on by COVID-19 and the desire for clients to hold meetings, virtual and hybrid platforms have emerged as a new sub-sector of the meetings and conferences industry.
But now that live events are on their way back, will there still be a role for virtual and hybrid? I think there will be, because they have their own qualities that can enhance and support a live event.
But first we have to acknowledge that they cannot truly replace live events and that virtual events don’t work well when they try to simulate a physical event.
A key component of a live event, planned or otherwise, is the networking and being together with people. Spontaneous interactions and introductions can and will create lifelong connections and partnerships, making the event memorable and producing clear ROI. They can be what makes the difference in whether an event is successful or not. Saying hello just cannot be done in the same way at virtual events - the personal touch is missing, a factor that cannot be underestimated.
Also, an entertaining, thought provoking speaker can really super-charge the atmosphere at a physical event and make attendees feel part of something special. This is difficult to achieve when everyone is watching an event from a workstation, with easy inbox distractions to contend with.
What hybrid and virtual can do is allow event planners to expand the event and reach a wider audience. When audiences in venues are restricted, this is a valuable boost to a live event, so too is the ability to attract speakers when travel time would be a deterrent.
Planners are also considering hybrid because it gives them flexibility. 2020 taught us that nothing is set in stone and being able to adapt is critical. Let’s say you’re running a live or hybrid event and the physical element couldn’t take place; you will have the virtual element to fall back on – it’s your contingency!
Also, with many international travel restrictions still in place, whether for safety or environmental reasons, a hybrid event will enable planners to engage with and reach a wider audience; delegates who otherwise might be unable to attend at all.
Physical and virtual events are very different. The rise in virtual events was down to COVID -19 and not a choice that event planners or audiences have made. That said, virtual/hybrid technology has become part of an event planner’s resources and will continue to have an important role in the industry even when restrictions on travel and audiences are lifted.