Contrary to the predictions of the year
2020, the beginning of the new decade changed
how we look at events. While most of the speculations went down the
drain into what people referred to as the year of experience economy
(2020), the global disruption forced the events industry as a whole
to pause, think and make innovative changes.
As the dust clears a bit and we look to
the future of meetings and events for 2021, one thing is certain —
things will never be the same. At the same time, we must also
remember that big challenges bring even bigger opportunities!
High Five to Hybrid
Hybrid Events have opened up new doors
and provided a unique opportunity for the organisers to host events
that attract global audiences. The added responsibility of keeping
both sets of audiences (physical + virtual) engaged becomes
increasingly imperative. A Bizzabo survey
suggests that 68% of event marketers are looking for hybrid event
technology that supports both physical and virtual events.
Therefore, taking advantage of this opportunity requires a shift in
strategy, a departure from thinking one event
at a time to using a consolidated approach to manage your total
meetings and events program which takes us to the next
trend-setter of 2021!
Based on the prediction that Hybrid
events will hold the fort for 2021, we need a credible tech infrastructure that gives a cohesive
solution for successful event execution. 40% of
respondents to a recent EventMB survey answered “No”, when asked if
they were successful at pivoting their events to a virtual platform.
Running a total events program requires
flexibility, adaptability, immersive experience, access and
tailoring the program to suit the client’s requirements. Whether
your events are virtual, hybrid, or in-person, that same single
platform should power all aspects of the event
a 15 min demo and find out how to be the
disruptive and not the disrupted.
Data is the new
Here is one very
insightful anecdote from World War II that will re-empower the
belief on magic of data and feedback for live action
The Allied fighter planes would come
back from battle with bullet holes. The Allies found the areas that
were most commonly hit by enemy fire. A mathematician by profession,
Abraham Wald pointed out that
perhaps certain areas of the planes were not covered in
bullet holes, as the shots at those areas did not make it
out. This insight led to the armour on the
parts where there were no bullet holes to be reinforced.
Putting this in context to Events, more
than 54% of marketers expressed difficulty in proving ROI.
The platforms must provide an opportunity not
just for live product demos, but also for gathering leads from any
attendee. The benefits of digital platforms are that they automate
lead generation and data collection, in turn, justifying the ROI.
Relevant content is
What drives your
audience to the event and what makes them stay?
49% of marketers say that audience
engagement is the largest contributing factor to having a successful
event. Content that engages a virtual audience has proven to be a
more powerful force than other factors, therefore understanding how
to develop and deliver content for online and offline purposes is
key to creating a content strategy.
According to John Medina, a biologist and lecturer at the University
of Washington, the adult brain gets bored in as little as 10
simple, bite-sized, rehearsed and engaging for our
ever-shortening attention spans is critical for audience
Presentations should be undertaken by
people who know how to interact with a virtual audience. But most of
all, keep it varied.
Even when the world resumes functioning
in the physical space (referring to Hybrid events here), the
accessibility of the space will remain a challenge for people across
geographies. Physical visits and recce to identify your best fit for
the event (concerning the type and size) would still be limited,
considering the cost crunch global economies have been plying on.
Hence, Accessibility becomes the first
This being top on the charts, the
demand for personalised and personalisation experience-worthy events
without doing away with the existing inventory has become the need
of this dynamic industry. This leads us to the next barrier, which
is the need of having Multi-Purpose
spaces. This is so that the user can attend
the event virtually, with the experience and engagement of an
in-person like event from the safety and comfort of their home. For
instance, At Spalba, our CLON3D technology creates an immersive
virtual replica (digital twin) of your space
that can be visited by anyone across the world.
here and break through the
shackles of accessibility and know more about repurposed spaces.
Work from home modules have put all of
us at risk of losing data.
Data is valuable to track user actions
and behaviour — a good way to attract sponsors but not so good for
the consumers who are at the risk of hacking and data breaches.
Due to this being such a valuable asset
for all companies, we must adhere to some basics. Disclosing the
a data protection officer, picking a GDPR compliant platform, and
creating a data usage policy between yourself and the client, are
some ways to protect yourself and your
Cisco’s virtual Global Sales Experience
was attended by 19,000 employees, preventing an estimated 84,400
tons of carbon entering the atmosphere from eliminating travel and a
reduction in more than 200,000 lbs of waste. [a Cisco
People across the globe are becoming
more concerned with the negative impact we are having on our planet.
As a result, there’s growing
importance attached to the sustainability of events and
reducing our carbon footprint.
Also said, sustainability connects with
cost-effectiveness and scalability
thus the platform you choose should become the enabler for all your
2021 has shown us that how events are
typically consumed, has changed. Brands are looking at flexibility, adaptability, scalability and
sustainability. The virtual and hybrid worlds are here
to stay and conquer the way we will look at events going forward.
The emphasis will be a lot more on
creating micro experiences and
engagement therefore, it’s time to unlearn what we have
learnt. The opportunity lies with us if we re-set, re-think and
re-imagine to remain resilient.