2020 changed the way we now need to prepare for events and conferences. As the meetings and events industry quickly adjusted to the rapid shift from in-person events to virtual events, what can we anticipate in 2021?
One thing is clear: virtual and hybrid events are here to stay for the foreseeable future alongside traditional in-person events. According to American Express Global Business Travel, event organizers reported 23.6% of their upcoming 2021 events will include a virtual component and will be smaller local events. Obviously, virtual events don’t require travel costs and are much less expensive to produce, which lowers cost and makes them much more affordable for companies and individuals to attend. Depending on the type of event and goal, there will be situations where an in-person event will be the most effective way of collecting leads and engaging your audience. In-person events and conferences in 2021 will still continue, but will more likely be at a local and regional level, and will most likely include a virtual element of some sort.
Hybrid events, or events that combine both in-person and virtual experiences, have great potential to grow as they can include physical audiences and digital streaming. With this new event type comes a greater opportunity to reach and engage with new audiences. With that in mind, technology will move to the forefront, and the need to simplify but still provide meaningful content will become critical for event success.
Planning and marketing teams will become more involved with each other as new ideas and next levels of digital engagement, virtual events, and hybrid events become a staple in most organizations’ marketing mix. Marketing personnel will also need to be able to capture data, insights, and feedback for these events to show the returns on investments for sponsors.
Modifying how we prepare for future events, and engaging in virtual and hybrid events, is not only a means of ‘surviving’ in the age of COVID, but can also allow us to thrive by connecting audiences from all around the world in resourceful ways. As the old saying goes, “Necessity is the mother of invention,” so as challenging as 2020 was, oddly enough, it was also a breeding ground for breakthrough innovations as well as some welcome progressive changes.
Discover how Galactic can support your next meetings and events!
Credits:
Created with images by AmirHanna - "table table setting event" • Tumisu - "new year 2021 moon" • Alexandra_Koch - "device screen communication" • Alexas_Fotos - "joy victory success"