Hybrid events - the best of both or a necessary compromise?

Last time, I talked about live events – and I know that many of you are very keen to get back to these for all your major events. However, in these times of uncertainty, is a live-only event the best option? Or would a hybrid event be a more sensible way forward?

If you’ve seen our recent blogs, you’ll know that we’ve been talking quite a bit about Live, Virtual or Hybrid Events and which format suits the different event types you may be planning. If not, hop on over and have a quick look. There’s a lot of useful stuff in there.

One of the great things to have come out of the last couple of years is the massive leap forward in technology. Innovation may have been forced upon us, but it has opened up a world of possibilities when it comes to events.

Which event format is the right one?

Take a quick look at our chart here. What do you want to achieve from your event? Is it simply a business update? Are you just giving your people information, or do you need some sort of emotional buy in; a change in perception or behaviours, feedback, brainstorming or innovation? I would say that wherever your event falls on this chart, the beauty of a well-executed hybrid event is that it can cover all bases.

What do we mean by a hybrid event?

This is where there is a team of presenters live in a room (or studio), together with part of your audience. This is then broadcasting live to further audiences, from Twickenham to Timbuktu, anyone and everyone can attend.

67% of event planners would prefer a live event but

50% of event attendees would prefer hybrid

Hybrid is a massive buzzword right now. It’s creating real traction, not only in the events world but also when it comes to working models and staff recruitment/retention. So, we asked managers and event planners which type of events they were looking at for the future. More than two thirds of event planners said definitely live. However, half of the event attendees questioned said they would prefer a hybrid event over live or virtual. They want the flexibility that only hybrid can offer. Not everyone wants to travel. Many still don’t want to be crammed together with hundreds of other people. Smart organisations are recognising this and offering a more varied approach.

One event, two experiences

So, you’ve decided that hybrid is the way forward. Before you dive in feet first, there are challenges in putting on a successful hybrid event – one that will be remembered and have your staff desperate to attend. Firstly, you have two separate audiences. Under no circumstances should one audience feel like the poor relation – an add-on to the main event, if you like.

Obviously, you cannot create exactly the same experience for both, but it must be an equal experience. Both sets of delegates must feel that they have gained as much from the event as the other. While live delegates are having breaks or lunch, offer something extra to your remote audience. Maybe your CEO could pop into a live chat room. Have exclusive, behind-the-scenes content. Get your staff working in mixed live/hybrid teams to brainstorm and innovate. The options are exciting and well worth delving into. This is going to take an investment of both time and finance – but a well-planned and smoothly-delivered hybrid event can really reap rewards.

Key is engagement

Today’s hybrid events bear no relation whatsoever to their pre-covid counterparts. These simply involved a couple of cameras in a room with people sharing their knowledge and experience. Very dry with little or no engagement. You were lucky if you could even submit a question. Today, the whole experience needs to be slick, sharp and entertaining for both audiences. We can learn a lot from TV about how to pull in and keep your audience on the hook. It’s all about short, snappy content, changes in pace and style, being well-rehearsed and keeping them wanting more. Check out our superb Ant & Dec Masterclass to see how the experts do it and how you can incorporate a few of their techniques.

Benefits of hybrid

Reach and attendance

A hybrid event can reach a much broader range of attendees. Whilst it might be easier to create engagement and buy-in in a live setting, many people no longer wish to spend their own time travelling to and from a venue, to then be surrounded by hordes of colleagues from around the country. Time and space have become so much more valuable to people.

We recently carried out a 6-week induction event for a national organisation. Amazingly, 100% of the workforce attended because they had options across the 6 weeks. This is a great example of considering and anticipating the needs of your attendees. Hybrid caters for all demographics so that everyone can participate in their own way.

Higher engagement

The online aspect of a hybrid event allows us to start building interest well in advance, not just on the day. Using tools such as 1-2-1 video chats, networking, activity rooms and content on demand also extends the longevity of an event. Get people talking, reacting and interacting and they will remember for longer.

Sponsorship opportunities

There are some great platforms out there that allow your sponsors to be part of the remote experience as well as the live. Many sponsors are happy to shift their investment providing you can ensure that your attendees are engaging with them. Think about creating things such as ‘sponsor booths’ where people can interact with them online as well as live on the day.

Environmental impact

This is such a major driver – and one that you overlook at your peril. You must consider the environmental impact of any event. The events industry is making massive strides towards greater sustainability, and hybrid events are part of this initiative. From travel to catering to the number of disposable cups required, every part of a live event creates a carbon footprint. A hybrid event goes a long way to reducing it.

Uncertain times

Relying on purely live events is a BIG gamble. Covid may have gone quiet, but it has not gone away. With the risk of lockdowns, strikes and external forces that threaten live events, hybrid events give you flexibility. You have a virtual solution already in place, ready to pivot at the last minute if you have to.

So, are hybrid events a compromise?

No. Done well, hybrid really is the best of both worlds. Embrace it – but make sure you do it right!

Next time, we’ll be going through some of your questions about running a successful hybrid event. Don’t miss it – you’ll find lots of hints and tips for your next event.