Insight
Bespoke hybrid and maximising personal connection
DAVID JONES, HEAD OF EVENTS( TECHNICAL) AT EMOTA, PART OF INIZIO ENGAGE XD, DISCUSSES HOW LIVE EVENTS CAN LEVERAGE THE BENEFITS OF TECH WHILE KEEPING HUMAN CONNECTION AT ITS HEART
T he pandemic forced the rapid
adoption of virtual and hybrid events which saved our industry. However, virtual can never fully replicate the serendipitous, invaluable moments of in-person interaction. Now, while virtual and hybrid delivery are here to stay, it should enhance – not replace – the power of face-to-face experiences.
Ultimately, the future of live events lies in bespoke hybrid-offerings, tailored specifically to event content. Today, teams can strike the perfect balance between human connection and accessibility, to optimise experience and value for money.
Virtual benefits The virtual element widens reach, saves time, energy and travel costs for clients. Now audience and presenters can be brought in from anywhere around the world, and no one is panicking if the CEO’ s flight has been cancelled. There’ s an in-built back-up plan.
The freedom to attend virtually gives extra flexibility. Instead of booking out four days of someone’ s life – it’ s one hour, and it can prevent burn out.
Corporate Social Responsibility also wins in the virtual world. You don’ t have to worry about CO2 emissions and planners can open their event up to a wider audience by including translation, captioning, sign language and a follow-up recording.
However, after 18 months living in the virtual world, it was obvious most people were missing face-toface interaction.
Above: David Jones
“ An emoji reaction can’ t replace catching someone’ s eye, a smile or a hug.”
Attendees pay for the networking aspect of live events. Access to people is where the money is for driving attendance and brand connection. An emoji reaction can’ t replace catching someone’ s eye, a smile or a hug. There’ s something rather anti-climactic about just shutting down your computer after an event and making dinner.
It’ s hard to gauge who is genuinely engaged online. When joining a virtual event there’ s nothing stopping people from checking their emails or doing something else on the side. We’ ve all been there.
We have used software that can detect whether the viewing window was front and centre on an attendee’ s screen – essentially, whether they were actively prioritising the call. The data made uncomfortable viewing.
Now with a deep understanding of the strengths and weaknesses of virtual and live events, the challenge lies in harnessing the best of both worlds. Finding the sweet hybrid spot leads to creating the most impactful, costeffective outcome.
Fast evolution Today we can brand the online piece to match the in-room experience, so virtual attendees feel as though they’ re still part of the event. Remote speakers or attendees can network with in-person roundtables through breakout rooms.
Since 2020, expectations have risen, and innovation has become the norm. A surprising silver lining of the pandemic was providing a safe space for tech trial and error. Teams had to take risks to survive, so there was huge scope for experimentation, and as a result, our capabilities evolved faster.
In 2025, teams are hungry to continue innovating with hindsight that virtual connection can’ t replace real life. Now, we can rely on the enhanced skills, experience and audacity within our teams to craft bespoke hybrid offerings that maximise value and meaningful human connection. n
ISSUE 136 / CONFERENCE & MEETINGS WORLD / 57