Hybrid Event myth-busting*
Jenny Elliot,
Head of Events, Fitwise Management Ltd.
Hybrid has become the new buzz word in the event industry. Hybrid events are the “perfect solution”, offer the “best of both worlds” and are the “future of events”. Or are they?
2021!
I’m starting this blog with a caveat!
*The exception to the rule is (of course) 2021
Some of what I’m about to say doesn’t necessarily apply in 2021.
2021 is about recovery. 2021 is about delivering an event which meets the needs of the attendees in whatever form makes sense. Whether it’s a venue contract that needs honoured, education that needs delivered or revenue that needs generated to offset a loss from 2020, our advice is to deliver the event in whatever way that works for you and your attendees. It might not tick all the boxes, but 2021 is a year of recovery and anything goes.
Back to basics – what does hybrid mean?
If pushed, we’d define a hybrid event as ‘a physical event with an online presence’. But what is meant by online presence? In short, anything you like.
To highlight how varied an online presence can be, here is just a small sample of the hybrid formats we’ve facilitated…
- A split three-day event – day 1 held as an in-person event (with no online presence), with remaining two days held as a virtual event.
- In-person event with sessions recorded and provided in the form of catch-TV after the event. Some other elements such as sponsors etc. might also be available online.
- In-person event with live streaming of the speakers. None or some of the other event elements also made available online e.g. exhibition hall or scientific posters.
- Speakers attend in-person, deliver presentations to an empty room with the full audience viewing online.
Hybrid events aren’t new
So-called hybrid events aren’t new, ground-breaking or due to the impact of COVID-19. In fact most of our clients have held ‘hybrid’ style events for many years. What’s handy is that we now have a colloquial term which is generally understood, even if it is open to fairly wide interpretation.
Whether it be live-streaming, on-demand or post-event access, hybrid events have always been an option in some form. But the normalisation of online meetings as a result of worldwide COVID lockdowns, has empowered clients to embrace such technology, and many can now see the advantages of beefing up the online element of their conferences.
A victim of its own success?
While ‘hybrid event’ offers a conveniently versatile phrase, we need to be careful that the overuse and misuse of the term doesn’t tip the balance into something it isn’t and as such becoming a victim of its own success.
Conference Organising Committees rely heavily on event professionals for advice and guidance and this is especially true as we emerge from lockdown. While the suggestion of a hybrid event could be well-meaning, we need to probe further, be clear about the options available and be realistic about the ROI.
With some careful thought and planning, introducing a strong online presence to an in-person event can bring huge value.
Virtual events have set an unrealistic precedent for hybrid events
The past year has seen many events transfer from in-person to a virtual format. Generally, our clients found this transition challenging but ultimately worthwhile. Many are now planning to make the transition back to in-person, hybrid events.
With the legacy of a successful virtual event, stakeholder expectations need to be managed carefully with clear marketing communications. Those who attended the preceding virtual event should not expect the same experience from the online version offered as part of a hybrid format. This is particularly important if an event is offering ‘online only’ delegate registration option. There’s no harm charging a premium to help facilitate an online presence, but delegates need to be clear about what they are getting for their money.
Food for thought
Be realistic about what hybrid means – it’s unlikely to be about offering an in-person event with an adjacent e-conference, so what does it mean for your event? Why are you offering an online presence? How can you use the format to your advantage?
Use the hybrid format to your advantage.
- Focus on adding value to an in-person event experience by adding an online element such as ‘catch-up TV’.
- For events that offer a separate ‘online only delegate’ option, use this to market to a new delegate contingent who wouldn’t have attended the in-person event in the first place. But their online attendance should give them enough of an insight to want to attend in-person the following year.
Crystal clear marketing
- To be seemingly offering delegates (even if it’s merely a perception) the option to attend the event virtually rather than in person, will ultimately impact the in-person delegate numbers.
- Marketing communications need to be clear about what is on offer – using the term ‘hybrid event’ could be misleading and detrimental.
To chat more to Jenny about the options available to your event and the services that Fitwise can offer: Jenny@fitwise.co.uk