Eight ways to convince your boss on the benefits of hybrid events
David Stanley , head of corporate events at Aztec Live and Adam Simpson , director of marketing and US sales at etc . venues state the persuasive case for hybrid
Throughout the past year , as planners have grown in confidence having up-skilled themselves in virtual event practices , they ’ ve been able to take a step back and assess which parts of their in-person events programme would succeed , either partially or fully online for the future .
According to a recent study by the International Live Events Association ( ILEA ) of 250 event planners , agencies and marketing managers from EMEA and North America , 88 % of respondents cited a need for more hybrid solutions when asked : ‘ What new technologies would you implement into event experiences ?’
Almost 86 % of respondents meanwhile said that once a full return to physical events gets underway , they will continue to deploy a digital strategy to maintain virtual audiences .
When asked why , answers ranged from an anticipated reduction in corporate travel and a lack of confidence in large gatherings , to a perceived need to cater for new online audiences and to build-on those higher registration conversion rates , which digital events have delivered over the past 12 months .
This got us thinking . It ’ s one thing to say that hybrid solutions are now the future of event planning but what are the most persuasive arguments to convince bosses and budget holders to invest in both digital and in-person elements ?
Over the past year , virtual has replaced live but when deciding whether or not to now integrate the two together , there ’ s sure to be some interesting discussions happening in board rooms everywhere .
To help you state a persuasive case for hybrid , platform Glisser spoke to David Stanley , head of corporate events at Aztec Live and Adam Simpson , director of marketing and US sales at etc . venues . Here ’ s what they said :
1 ) Global Reach
David Stanley : “ Finally , events have a truly global reach . They can communicate important messaging to audiences who cannot afford to travel , don ’ t have the time to travel , or simply don ’ t wish to travel for environmental reasons . They can reach introverts and people with disabilities , plus they can now transcend both language and geographical barriers to attending .”
Adam Simpson : “ When we held our UKickstart event in autumn 2020 , not only did we link 305 people who were at 12 venues in the UK , a further 1,800 also joined the event virtually from across Europe and North America . The reach was much bigger than if it had only been an in-person event . Broadcasting to a virtual audience is a great way to boost and extend event attendance .”
2 ) Deeper connections
Adam : “ Meeting industry colleagues and networking faceto-face creates deeper connections with new and existing contacts at live events . It is not only immensely valuable but often stimulating and enjoyable . Adding the online audience allows you to e-meet a lot more people in a short space of time . Deeper connections are formed by having the choice to talk online and meet-up in-person at a future event . Only a hybrid format gives attendees the option to do both .”