It is time to adapt and plan for a hybrid future

A year ago, the question on everyone’s mind was, “What will the events industry look like on the ‘other side’?” and we were asked to share our thoughts on what could be expected from consumers once restrictions started to ease. 

We predicted some events would continue through the COVID-19 pandemic, albeit in a slimmed-down version during such times of uncertainty. Happily, that has been the case.

Of course, we must realise we are far from a ‘doors now open’ situation and will continue to see cancellations and postponements for a while longer.

However, the industry now has the benefit of learning from best practices executed over the last year and has access to popular opinion data. So we have a more informed view of what the events world will look like on the ‘other side’ and whether people will be willing to attend events post COVID-19.

In January and February this year, IMI International researched 100,000 people across 39 countries. It identified that, due to elevating COVID-19 cases and concerns around new variants and the number of vaccinations being administered, the global timeframe for the end to the COVID-19 pandemic is now extended by three months. 

That delay is further fuelling the significant and growing pent up demand for attending events. For example, according to the IMI International research, the interest in live sporting events has risen to 32%, live concerts at 40%, and outdoor events at 54%.  

The report also highlights that one in seven individuals will not visit family and friends or go to a dinner party without a COVID-19 vaccination; 43% will not go to a club or bar without a vaccination. And 48% will not travel outside of their country without a vaccination. People have also stated they would be more comfortable returning to outdoor, spaced events than crowded indoor experiences. It is clear that behaviours have changed, and events organisers will need to consider this when planning future events.  

So yes, people are still hungry for event experiences. If we look again at the IMI International research:

• Over 58% of respondents attended a virtual event in the last year (40% of those attending a virtual entertainment event) 
• 58% stated they would continue to attend a virtual event after live events return, with 64% of those under 35.   

Those figures suggest that sponsorship activation and engagement with attendees and an elevated online experience will see virtual events continue after the COVID-19 pandemic.  This leaves us with another question: Is the future to be virtual events? Not necessarily. In our opinion, events organisers will need to plan a blended approach. And, although the postponement of events will disappoint many, I predict events will re-emerge as highly successful hybrid events.

For some individuals, virtual events are on par with ‘safer live’ events.  Safer live events include enhanced safety protocols such as an audience of vaccinated attendees only, drive-in options where they can watch safely from their vehicle, or watching live but socially distanced in their bubbles.

So safety is the new currency and opportunity for brands and brand impact. Virtual events are perceived as more convenient, easier to access, more affordable and innovative. They are a good way for fans to support artists and musicians and gain pleasure from experiences they couldn’t normally access. Whilst live events are more exciting and memorable. 

But for live events to be successful, communication to attendees around safety, including hand sanitiser, mask-wearing and handwashing stations, is key in building confidence that will influence their decision to attend. Which, in turn, leads to more commercial sponsorship and partnership marketing opportunities.

Throughout 2020/21, our priority has been working with clients, sponsors, and partners. Helping them make decisions that would ensure they remained strong and buoyant in such uncertain times. We believe those who have stayed active with their marketing and acted on available data: those who have made plans to address the public’s new mindset: who can now emerge as better prepared to move forward.

Paul Poole is the founder, managing director and chairman of Paul Poole (South East Asia) Co., Ltd., an independent marketing consultancy based in Bangkok, Thailand. The company specialises in commercial sponsorship and partnership marketing, working with both rights holders and brands. Paul Poole (South East Asia) Co., Ltd. has packaged, sold and managed sponsorship and partnership opportunities for a number of Southeast Asia's leading events.

Please contact us for more information: Tel./Fax: +66 2622 0605 – 7 Email: [email protected]

This article was first published on LinkedIn on 30.04.21.