Module 9 : Introduction to hybrid events
MEET THE INSTRUCTOR :
NAME : GABRIELLA CYRANSKI COMPANY : INTRADO DIGITAL MEDIA JOB TITLE : MARKETING STRATEGIST
I
’ ve been working in the marketing and events industries for over 20 years . Throughout that time , I ’ ve designed , managed , and executed physical , hybrid , and virtual event programs for clients across the tech , medical and financial services industries . At Intrado Digital Media , I work with clients to develop virtual event strategies that drive attendance and revenue in addition to executive producing hybrid event television broadcasts that are syndicated globally . This year I also co-authored the book , Transitioning to Virtual and Hybrid Events : How to Create , Adapt , and Market an Engaging Online Experience .
Are virtual events going to feature heavily as part of the event mix going forward ? What evidence have you seen ?
Virtual events are here to stay and virtual will remain a highly valuable channel for our future and a driver of revenue and profit growth , but success will depend on delivering truly innovative programs that educate and inspire your audiences and deliver meaningful and measurable ROI to customers and sponsors . I think the biggest surprise to event organisers who shifted to virtual was that while they ran their virtual events , they started to gain audiences that they had never seen at their events in the past . Taking events virtual provided an opportunity for audiences to attend events they may not have in the past due to financial , travel or time out of the office constraints . As we move forward and start to host live events again , organisers will not want to lose these new audiences which I believe will result in more organisers looking to do hybrid events . In addition , in this year ’ s Intrado Digital Media benchmark report we saw a 362 % increase in virtual events in webcasts between 2019 and 2020 . Creating a virtual complement to a physical event will be a necessity in 2021 and beyond .
Provide a top line overview of the module and what it covers .
The Introduction to Hybrid Events module gives you an understanding of the value of hybrid events and the benefits they provide by extending audience reach , generating new revenue and drive
“ IN THIS YEAR ’ S INTRADO DIGITAL MEDIA BENCHMARK REPORT WE SAW A 362 % INCREASE IN VIRTUAL EVENTS IN WEBCASTS BEWEEN 2019 AND 2020 . CREATING A VIRTUAL ELEMENT WILL BE VITAL IN 2021 .”
new revenue streams . I ’ ll also take you through establishing your business goals for your hybrid event and how to translate those goals to vendors as you are evaluating technology options that will best fit your needs . We take an in depth look at how to convert your live event content to a hybrid model and the most effective ways to build content that appeals to a hybrid audience . A hybrid event also requires two teams to build the virtual and live aspect and I go over the detailed roles that you ’ ll need , and the skill sets associated with those roles . Lastly , I review how to monetise your hybrid event through attendance , exhibitors and sponsors . I also take you through which specific assets within the virtual and live parts of your hybrid event can be monetised and how they can be packaged together for maximum visibility .
HYBRID PRESENTATIONS