Hybrid events are quite simply a mix between traditional, in person events and digital events. Bringing the benefits of both to your calendar and maximising opportunities available and lessons learned from the rise and rise of connecting digitally.
The membership sector has seen a stark and insurmountable rise in virtual events in the past year, due to the pandemic and the challenges overcome by the sector to keep members together and connecting despite restrictions.
With the return of face-to-face meetings, seminars and eventually full conferences, what have we learned from the last year that can enhance our events calendar and still provide virtual access?
There is real value in digital connections
Despite understandable scepticism about the ability to build partnerships purely online, the plethora of virtual networking software now available, further supported by social media channels (notably LinkedIn) mean that delegates can develop a strong understanding of other delegates with virtual interactions. Online conversation does not need to be automated, robotic and faceless, in fact the last year has taught us that in fact, strong relationships can be discovered and developed online. Events can be immersive, with conference halls, rooms, floors and lounges all available to ‘sit in’. But does it offer the same experience?
However, we have truly missed meeting in person
The membership sector is unique in its dependence on not only professional resource sharing, but also its sense of community within sectors. Uniting professionals at all stages of their career with the common goal to improve not only themselves but support the growth of their sector. Furthermore, the enjoyment derived from attending gala dinners, awards ceremonies and united celebration of developments in a sector is extremely difficult to replicate online. Creating an atmosphere and a party is very, very difficult.
Virtual events unlock global opportunities
One of the most promising developments to arise from the increase in virtual events is the opportunity for membership organisations to invite delegates from across the globe to attend their flagship event, often leading to increased interest in the association’s activities by other equivalent membership bodies overseas. Furthermore, the opportunity to increase membership event ticket value by inviting global speakers and presenters without the travel and accommodation costs enables membership organisations to host more diverse programmes, activities and introduce new concepts to debate.
Hybrid events offer enhanced opportunities for sponsorship
Offering on and offline sponsorship opportunities will not only expand potential revenue streams for your event, but also offer greater value for your sponsors and your delegates. Digital and virtual sponsorship can be quantified with powerful metrics and digital insights – information important to certain types of sponsor working withing specific KPIs. However, other sponsors may relish the opportunity to meet face to face with your delegates to demonstrate their offering in person. Hybrid events offer your membership organisation to tailor sponsorships packages to not only meet specific needs of your sponsors, but to add value to your tickets.
Virtual events offer concrete metrics
Looking to fully understand what your delegates are interacting with, where they have been and which sessions or areas offered most value? Virtual events give membership organisations the ultimate information about who, where, what and when delegates join, how they book and when they leave. This data can then be collated and used to maximum effect both when planning subsequent events but also in converting delegates into members. Virtual events can provide a truly deep understanding of not only your current members but also a sector as a whole, in the topics and sessions that are most attended through to the questions asked and the feedback provided.
Hybrid events offer greater flexibility for your delegates
Introducing the option to attend virtually offers your delegates optimum flexibility, particularly those with demanding work schedules, limited budgets, or those that would have to travel far to attend. Hybrid events offer delegates incredible choice about whether they wish to attend in person, perhaps at the sacrifice of the ‘experience’ but with the benefit of not having to travel. It also enables those who value the opportunity to attend in person the option to reap the rewards of all that it offers, including the social elements, the networking and the experience.
Are hybrid events the way forward?
Are ‘e-meets’ as powerful as handshakes? Can you unite online as you would in an events hall? How important is atmosphere and ambience to a conference? Hybrid events have been in existence for several years, but developments in technology and the reopening of face-to-face conferences over the coming months provides events teams with opportunities and dilemmas about the balance of on and offline activity. With vast improvements in online events software and countless options available, hybrid events can truly provide the best of both worlds, and if executed correctly, with neither option impeding on the other, and both offering additional and unique benefits.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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