49 Partner content take long for media to start complaining about everything being digital , and disengaging . When we started to engage face-to-face , in a Covid-secure way , they were very happy .”
It ’ s the ‘ making people happy ’ part that ’ s always been such a powerful aspect of the live experience , as our construction industry client pointed out : “ It ’ s all about building relationships in person . Digital tools have their uses , but we found that we couldn ’ t tick the box on the human and emotional connection . There ’ s definitely recognition within our company of the importance of that emotional connection and the power of face-to-face .” Our pharma client agreed : “ During the pandemic , virtual was absolutely booming . It felt like it was going to take over . But we have taken a step back now , because we found it hard to make the one-on-one connection . When you ’ re physically together everyone is signed up and mentally checked in . Virtual has been powerful for us in so many ways , but it isn ’ t a cure-all . I still don ’ t think we have nailed down what the right balance looks like .”
A question of balance Finding the right balance is the big head-scratcher in our industry . Much of what used to work probably still does , but through necessity we have developed tools and formats that make going back to the old ways seem impossible .
Our financial services client said : “ Hybrid gives you greater flexibility ; you can reach more people at less cost . You have to invest a bit more in creativity and production , but the multi-channel approach is worth it , it keeps the bar above our competitors . We are learning where the value is . But I ’ m still trying to understand what audience expectations are going to be . That ’ s the missing piece of the puzzle .” For our automotive and mobility client , the effects of the pandemic and its resulting innovations are likely to be long-lasting : “ Digital helped us change the format of our events . Hybrid allowed us to raise the bar . We are giving our audience more of what they want , which is content , and because there ’ s not as much travelling involved , we are doing it in ways that improve their quality of life .”
It ’ s been a difficult time , a strange journey – but like all disruptions , many positives have emerged . Maybe it nudged our industry towards better , more flexible , and ultimately more efficient ways of working . If that ’ s the case , despite the pain , we ’ ll all be the better for it . Our pharma client definitely thinks so : “ Covid-19 made us stop and think . It made us question what we were doing . It was a horrible shock at first , but without Covid-19 we wouldn ’ t have found these efficiencies and improved our performance . It gave us the time to focus on how to make our lives better and our work more efficient .” www . conference-news . co . uk