The impact of social restrictions caused by the coronavirus pandemic has forced a sharp pivot towards virtual events over the past 12 months. But whilst many eagerly await the return of ‘normal’ in-person events – with vaccine passports one potential avenue event organisers and attendees alike are pinning their hopes on – there are arguments to be made in favour of a permanent hybrid event future. What’s more, is that that future can start now.
Let’s not be mistaken, recreating the buzz of attending an event in person does pose a genuine difficulty for event organisers. But old habits die hard, and even when social distancing restrictions are lifted, how many of us are going to want to dive right back into mingling with strangers in confined spaces? Thankfully, technologies that were starting to be utilised in the events space even prior to the age of social restrictions, such as AR and VR, have opened the door when it comes to bringing experiences to life for people at home. Importantly, these virtual capabilities have shown a level of sophistication that proves their worth not solely as a makeweight during the coronavirus pandemic, but as a legitimate player in the events industry in the future.
And it’s not just the attendee who will benefit from this hybrid future. Events that mix in-person activities with a digital element are really a win-win for all parties. Where virtual attendees now gain access to entertainers (or in the corporate world, speakers) that they may never have dreamed of seeing previously, organisers will have greater access to global audiences – equating to increased ticket sales – with those taking part achieving more exposure for their talents or messages.
Hybrid events also foster a prolonged shelf-life. That means organisers can drive, and measure, engagement long after they’ve finished via virtual communities. Equally, attendees can enjoy experiencing aspects of the event beyond the set dates if needed.
So rather than pinning all their hopes on a covid-secure measure, the sector should future proof itself for the long-term by accepting that digital events are here to stay in some capacity, and innovating toward event models that have an in-person and online element.
There’s a reason Instagram Live, Veep and Clubhouse are so successful – event organisers ought to recognise this by working towards delivering more of this kind of content in tandem with live programmes.
Yes, there’s a risk of treating virtual attendees like second-class citizens. But there are so many tools available to us now to ensure we can deliver impactful, interactive experiences to people at home, that with the right investment, we can ensure this doesn’t happen.
Augmented reality technology is at the forefront of this. This technology is eye-catching, engaging, memorable and, most importantly, easy to understand, which is great for bringing complicated products or concepts to life for people, whether in person or via their devices at home.
We’re also increasingly able to leverage personal devices to enhance interaction in other ways, through things like polls and questionnaires, while access to live event data means we can supplement experiences through personalised services, like tailored schedules and networking events.
The fact of the matter is that the ‘normal’ life as we knew it prior to Covid-19 is likely to never return in its same form, or at least not for a long time. But with big changes, come new opportunities too, and the sooner we embrace the shift toward hybrid events, the sooner we can reap their benefits.
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