The events landscape for membership organisations has been evolving for a number of years. However, the circumstances of 2020 accelerated this evolution as we went from business-as-usual to anything-but.
Many organisations moving forward with their plans to return to in-person events, are now also considering a “blended format” for their events. Blended events, which differ from “hybrid” events in that they don’t incur the same level of additional A/V and support costs, may offer some unexpected wins for event planners and organisations.
Suffice to say, planning a successful event is a challenge when the landscape is shifting rapidly. How can the meeting planner accommodate this level of uncertainty and still succeed?
Here are 4 best practices to consider:
- Blended Experience Design
Design for a range of participation by mixing up live, on-demand, and
pre-recorded content. Consider delivering select sessions “pre-event” in advance of the in-person days. Livestreaming for keynote and other select sessions can bring in-person and virtual delegates “together.” Give delegates the flexibility to watch sessions and participate in breakout discussions from anywhere. A mobile app, for example, can provide this portability while also providing a more “contactless” experience for in-person delegates during the event. - Delivering an Engaging Programme
Features like customised itineraries, personalised menus and content, and targeted push notifications, provide a tailored experience for both in-person and virtual delegates. Blended events also have the potential for increased participation. Incorporating interactive features like discussion groups, live session Q+A and polling, and gamification into your event plan can bring in-person and virtual delegates together in engaging ways. - Having a Back-up Plan
It’s important to consider the “what ifs” that can happen during an event (and especially before an event!). What if a speaker wants to present remotely at the last minute? If a delegate is suddenly unable to travel, can they still participate? Adaptability and resilience are crucial to success (remember “2020?”). Have a back-up plan and be prepared for a greater number of last-minute (and more disruptive) changes. An event platform that is adaptable and allows you to easily make last minute changes is critical. - Creating Value for Sponsors
Incorporating engaging opportunities for sponsors to provide thought leadership sessions to delegates as part of the event programme (and subsequently attract potential customers to their stands) is an emerging trend. You might also consider things like “showcase days” or tracks, where sponsors can present directly to the delegates most interested in their products and services. Work with your sponsors and encourage them to present their products directly, but in a solution-oriented way to delegates.
It’s OK if you’re new to blended events. Resources to get you started quickly are available.
Get started by downloading The MemberWise Network | RD Mobile Planning & Delivering Successful Events Guide for more expert insights (and success stories from membership organisations) into planning and delivering your events.
RD Mobile Can Help: We’ve successfully delivered more than 2,000 conferences and events to 90+ countries with our Eventsential platform. Bring your event to life no matter where your delegates are located. If you’d like help navigating your organisation’s blended event strategy and design, contact us today and we can get you started tomorrow.
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