Events were thrust online during the pandemic, often at great expense. But is event technology always worth the investment? Rob Prevett, director of growth at Totem answers that very question...
Some will have invested early in virtual and hybrid event platforms, but as they learnt more about the specific needs of virtual events, they may have found the platform didn’t hit the spot. Others invested later, making a more informed decision based on what they’d learnt about the limitations of low‐cost video conferencing solutions. Then there are the others who haven't invested in a hybrid event platform at all, continuing to use platforms like Zoom to provide an option, no matter how rudimentary, for people to experience their events online.
As we head towards a post‐pandemic world, and as the number of in‐person events begins to increase, planners are grappling with what events will look like in the future and how they should invest to stay ahead of the game, and hybrid event platforms can be part of that solution.
Attendees expect hybrid
There has been a revolution in the minds of event attendees about how events can be attended, experienced and enjoyed. Regardless of the changes going on in the wider world, that mindset change will not be reversed. According to 2022 research from Vimeo, 72 per cent of delegates are expecting to attend just as many – if not more – online events, once in‐person events return.
Just as event organisers have become savvier about virtual and hybrid, so to have attendees and sponsors. Audience expectations are becoming far more sophisticated too. They expect seamless hybrid experiences that allow them to take part in every event through a blend of online and offline. If you can’t respond to that need – they'll look elsewhere.
Revenues will be maximised
By using a sophisticated event platform, organisers increase the number of ways that an audience can engage. By increasing the means of engagement, you increase the earning potential of every event. For instance, think about providing the opportunity for attendees to purchase content that is uniquely relevant to them, such as exclusive access to on‐demand training sessions or other special offers. Couple this with more flexible options for sponsorships and commercial relationships and your hybrid platform will provide a far higher potential for ROI than low‐cost solutions.
Your virtual event will be equal to your physical event
It’s event day. Your team will have worked hard to ensure that it goes without hitch. The physical event will be planned carefully, with a great deal of consideration going into the graphics, lighting, presentation, the food and refreshments and the overall experience of delegates. And then what do you do? You put it on Zoom for virtual attendees.
By doing this, you’re damaging the value of your event brand by delivering an inferior experience for online attendees. It’s important to invest in a well‐executed virtual option that matches the quality of your physical event – one that’s customisable so that you can retain the right branding and look and feel throughout. The online event should be just as well‐supported on the day, to avoid any hiccups.
You will gain useful data to inform the success of events to come
By partnering with a leading virtual event platform, you have the capability to collect a detailed array of delegate analytics to provide deeper insights into your audience and their engagement at your event.
Data is key to a successful platform – organisers and sponsors need to be able to get rich data such as session attendance, average presentation watch time, the number of meetings booked, conversations had, literature downloaded and much more. Detailed analytics not only deliver great value for sponsors but also help organisers to better curate their future events by separating what worked from what didn’t.
By investing in the right virtual and hybrid events platform, organisers can position themselves in the best possible place to meet the needs of attendees and navigate the future of the events world – whatever it may hold.
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.
