The Truth About Hybrid Events

Over the past few weeks, we have engaged in some interesting conversations with hotels and venues (see previous blogs) to get their views on the future of the events industry and the role virtual and hybrid will play in that. There is certainly a lot of commonality between them. The key things being:

·        They have all invested in new technology to deliver virtual & hybrid events

·        They are all seeing an increased demand

·        They all believe it is here to stay

It has been no different for us here at BCD M&E. We have invested in technology and training precisely to allow us to “pivot” (the word of 2020 - along with the phrase, “You’re on mute!”) to virtual and now hybrid experiences.

It’s heartening to finally see test events taking place from sporting fixtures to live music gigs. These will undoubtably pave the way for the corporate sector and build consumer confidence that we can safely return to face to face. However, as all our contributors noted, the desire to reach a wider audience and engage with them in a meaningful way is now definitely a part of the client brief.

Switching to Hybrid

Here at BCD, we have been having a lot of discussions with clients about future events and while almost all have said that virtual will certainly continue as part of their future strategy, many are not so sure about hybrid. A lot have said they prefer to wait until they can go fully live with a face to face event and of course, that will depend on the results from the aforementioned test events which are now starting to come back with good news, but of course, there is also a continuation of the roadmap.

However, if you are considering going hybrid, then there is lots to be positive about. Firstly, venues and hotels are more than ready, willing and able to host events of varying sizes and complexity. It’s not just their investment in tech but the all the other hurdles they have had to jump to be able to operate safely within new Government guidelines.

There will certainly be venue out there that will be able to support your requirements but do be aware, availability is almost certainly going to be an issue. Our Venue Search team are already seeing a huge demand for quarter four of 2021. Don’t be surprised if finding space is a struggle but if you do find a venue be reassured, they are more than ready for this new evolution in events. But the question is, are you?

How do you, as a planner, feel about a hybrid event? Is it a little scary and confusing? Maybe just a bit outside your comfort zone? It doesn’t need to be, it’s a case of getting back to basics when you start the planning process.

Hybrid events have been part of the mix here at BCD M&E for many years, and with the pace of change driven by virtual, we are well placed to help clients get exactly what they want to achieve from this format. 

Start at the very beginning…

Every event is different, whether in the virtual or live world there is no one size fits all. However, the ground rules are the same and covering off the basics at the beginning will help plan a successful outcome at the end.

Here are the key factors you need to consider for a winning hybrid event.

·        People are the focus – Your audience has to come first in your plans and understanding them will enable you to create an event that is tailored around their needs, ensuring greater engagement. With hybrid your first big decision is who needs to be in the room and who is invited to share the experience online and do you do this simultaneously.

·        Start with the end in mind - Think about what you want your event to achieve; how you want the audience to feel and what the take-aways from the event need to be. Then start to formulate your plan on how to achieve those things.

·        Let’s talk - Communications are still at the heart of everything we do. Not just what you are trying to communicate but how and when.  Remember, any event has to be more than just the one day in the diary – it has to be part of a whole communication strategy and journey.

·        Money, money, money – we all have to work within budgets, so be clear what yours is. This will inform everything from venue choice to production values. Hybrid isn’t a cheap option so consider carefully how you’ll get the most effective use out of your budget.

Of course, then there are all the practicalities of event planning you’ll be more familiar with. Venue choice, logistics, production and registration all factor into your plans along with the new technology considerations like virtual platform and audience interaction. It’s a complex recipe to balance if you are going to get it just right.

As an agency we often talk about our collaborative approach and this could not be more important with the new delivery methods and challenges we all face. Engaging us as early in the project as possible will mean we can bring our expertise to guide and support on all of the above.

We can help make those important choices about whether you go hybrid or virtual, or fully live based on our experience of organising hundreds of events every year. Plus ensuring adherence to the latest guidance on external factors like current and constantly changing government guidelines, which can certainly impact event planning.

Hybrid can be complicated but it does not have to be difficult. Working in collaboration with a trusted partner like BCD M&E, will smooth the way and help deliver a first class experience for your audience…wherever they may be.