Pivoting with Bravery to Find Optimal Brand Engagement

2020 was undoubtedly a year of pivoting to find optimal ways to keep brands vibrant and engaged with their audiences and end customers. It wasn’t easy, however, those that did pivot were able to reap the rewards by being brave and taking a leap into the unknown. 

As we eagerly look ahead with optimism to the future, we’re currently seeing an important gravitation; another ‘leap’, if you will, toward a hybrid approach (a live, in-person event and virtual online component). The hybrid strategy supports the invaluable human connection forged via a chance discussion over drinks or an astute comment whispered in a lecture audience. At the same time, a hybrid approach embraces the benefits offered by virtual conferences. Some of these benefits would include greater flexibility, accessibility, cost and global inclusivity. All relevant benefits any marketer can recognize.

What’s hybrid? At its most basic definition, a hybrid event is a tradeshow, conference, unconference, seminar, workshop or other meeting that combines a ‘live’ in-person event with a ‘digital’ online component. Generally speaking, the digital component involves an online representation of the live event. Some broad examples include the online participants having access to:

• Live streaming of keynote speakers and workshops alongside their presentation materials.
• An event webcast with synchronized slides that go alongside the live event.
• Archived webcast video presentations on a channel that can be accessed for months and years to come.
• Chat and discussion features that allow attendees to network with each other and receive content from presenters on the fly.
• Integration of other social media tools such as Twitter, LinkedIn and Facebook to push content to additional target audiences.
• Live streaming of the actual event. When the event starts for in-person attendees, it also starts live for the digital attendees.
• Networking and appointment setting opportunities for attendees/companies to interact, allowing companies to stay engaged with their end customers and prospects.

What’s important to note is that event content is typically recorded automatically. This can be made available online to foster further discussions after the event has ended, build out a knowledge portal for event participants and help market the next year's event by sharing highlights from the current year. This channel allows participants access to content well after the event has ended and is a valuable resource tool.

As you take this leap, It’s important to remember your hybrid event should allow all the live event aspects, including speaking sessions, networking events and product demonstrations to be available to the online attendees as well. After all, everyone wants to participate in the experience whether it be in-person or digital.

To date, we’ve helped many of our clients, including reputable fortune 500 companies, ‘leap’ forward with bravery and execute numerous hybrid events. Some events have included sales meetings, continuing education sessions, new product launches and yes, even mixology/cocktail classes. Please get in touch today to discuss what Innov8 can do for you. Email me at [email protected] or give me a call at 417-496-6302. I look forward to connecting, answering your questions and hosting you in a live, digital or hybrid presentation demo.