The pandemic has set in motion a massive paradigm shift in the world of events. As an industry we have adapted quickly, harnessing our drive and creativity, workshopping ways to keep events in business. It’s been a challenging time for clients and planners alike, but there have also been lots of positive developments. While the magic of in-person was temporarily lost, there have been a whole number of strategic benefits set in motion as we all stepped into the virtual world.
So, has the pandemic actually made events even better than before?
NUMBERS GAME
With live events there were always limits, whether that was venue availability, seating capacities, or the ability for delegates to actually get there. In the virtual space, attendance can be limitless. As brands tapped into online event platforms as a contingency plan at the start of the pandemic, they started to realise that most of these could host hundreds, even thousands, of guests, and still provide each attendee with a personalised experience. Side by side event tracks, integrated social feeds and on-demand content means that participants can experience events together or individually and never miss out.
Online has also levelled the playing field and opened up new audiences. It’s unlikely in the past that keynote speakers would be on stage with someone signing British Sign Language, but now closed caption subtitles are becoming more widespread. Instant interpretation software will also become more common to be more inclusive to anyone whose first language isn’t English. Suddenly, disability, geographical location and personal commitments aren’t the huge barrier to attendance that they used to be.
HIGH TECH
Event tech has always been ahead of its time – our industry has been talking about contactless payment, AI and facial recognition for years – but over the last year it has advanced in leaps and bounds. Necessity breeds innovation and the pandemic has been no different: think non-touch check in, digital floor plans and wearable tech that can swap business cards and replace physical tickets. Not only has this made interactions quicker (such as making a payment and queueing), it also means entertainment and engagement have had a makeover.
Getting audiences to stay focused and interact with the content and each other has often been a challenge for planners. New tools such as customised immersive 3D environments in virtual studios, special effects bringing a ‘wow’ factor to live events, and innovative ways to enable presenter-audience interaction or facilitate networking are all now on the table for your next event.
It’s not just the technology itself that has had an upgrade. Many planners have upskilled and now have AV and production knowledge at their fingertips to help make virtual and hybrid run more smoothly, or help with post production.
ON DEMAND
In the era of Netflix and Prime Video, audience expectations for content are already changing. Traditionally event attendees might need to choose a set number of sessions to go or sacrifice listening to a keynote because of a calendar clash. Not anymore! Virtual now means that lots of sessions are pre-recorded or recorded live on the day, transforming them into a permanent piece of content rather than a single moment in time. Lots of brands now have the option to set up a platform to stream past event content to give audiences an on-demand experience at the tap of a finger.
All this delicious content can then be repurposed almost infinitely for marketing and sales purposes. Whether that’s posting clips on social media or using content as part of an upcoming campaign, brands can reap the benefits of having a digital content library on hand to raise brand awareness and keep the buzz around your event alive long after it’s over.
DATA REVOLUTION
Successfully collecting data has always been one of the top priorities for any live event. This can sometimes be a little sporadic, depending on how generous attendees feel about filling in questionnaires.
While it’s true that live events have had their own effective ways of monitoring the delegate journey, virtual events have revolutionised the process. With online platforms, each individual interaction from every single participant can be tracked and collected, building a holistic picture of their experience. This is much more valuable than a handful of touch points throughout the day, and perhaps a post-event survey. Detailed points of engagement, interaction and reaction can be documented and used to make informed decisions about your future strategy.
Proving the return on investment of an event to both internal and external stakeholders can be tough, but data doesn’t lie. Being able to back proposals with solid figures can go a long way in convincing procurement. The best bit is that with a legacy of successful virtual events and all the valuable data they’ve generated, sponsors will be more willing to get behind any opportunities thrown their way.
BRAND AWARENESS
Aside from brands getting a bigger slice of the audience pie through the global reach of virtual events, and the value of recorded content, there’s also a unique chance to build an authentic relationship with your market. Companies who have had positive interactions with customers and wider society during a global pandemic – whether that’s through donating money or giving discounts to NHS workers for example – will be able to use events to platform their contribution during a difficult time.
Virtual has reduced the environmental impact of events and contributed to many company’s CSR and sustainability goals. Many will keep this momentum going by thinking twice about whether an event can be hosted virtually in future or adapted into a hybrid event.
HARNESSING HYBRID
Hybrid events fuse together the extensive data-gathering and inclusivity of virtual, while also creating some of that in-person magic through face-to-face networking and live entertainment. Both audiences can take part in polls and games and watch any live content, bridging the gap. The hybrid model is the culmination of all the innovation and creativity we have developed during the pandemic, combined with the experience and understanding of years of events expertise. This means that brands can expect to be hosting their own hybrid events in the near future, if they haven’t already jumped on the bandwagon.
It has been a difficult time, but we believe that we are a sector that adapts and shifts to overcome challenges. That’s how Lemon Lane was born after all!
We really understand the value of events for brands, but we also get how we can make events work during a tricky time like this. Get in touch with your event needs and we will find a solution tailored to you.
