four traits that affect the way forward for the occasion business – visitor blogger Becca Lyon
Many of you probably haven't attended a business event – or any other event – in a few months because the event was canceled due to corona virus concerns. Even if some states open "non-essential" shops and cancel orders for their stay at home, major events remain off the table for security reasons. However, human interaction is no less important than it was before the crisis. In fact, it is a lifeline for people who deal with stress and anxiety in isolation. The only difference between then and now is how we interact, not why.
This has ultimately led to changes in the event industry – from leadership team meetings to large-scale conventions. There is no doubt that live events will look different after the pandemic. So industry professionals need to be proactive to get the most out of their skills. Below are four trends that impact the industry and help event professionals plan not only the now but also the next.
4 trends that influence the future of the event industry
1. Develop long-term solutions
The return to normal depends on a number of factors, including the availability and effectiveness of a coronavirus vaccine and personal preference. It might take a while for some people – – especially those who are at risk – – feel comfortable when they leave their homes, let alone take part in big events.
This is a long-term problem and requires a long-term plan. Take a moment to take a step back and look at your planned events and strategic leadership meetings as a whole, as well as the associated goals and objectives. Think about how you can change this strategy in the long run, be it through strategic communication campaigns, extending virtual events from the traditional 2-3 day conference to a six week experience, or developing a step-by-step approach to re-entering the live space.
2. Accept hybrid events
Before the pandemic, the participants of the event got on planes without question. Now brands are asking, "Can we do this virtually?" The industry has been forced to evolve, and brands are likely to consider an option for two audiences. Hybrid events aimed at both personal and distant participants are becoming more common, especially later in the year as health continues.
Sales meetings, product launches, strategy retreats, and other knowledge sharing events can be recorded or streamed out of respect for a digital audience, while offering more intimate live experiences for those who feel comfortable personally. As a bonus, you can archive the video and use it as training or marketing material for future use. Ensure that the virtual audience can continue to participate in typical personal opportunities such as Q&A sessions, networking and gamification.
Conferences, panels, and other network-intensive events require a more creative approach. Consider completely dividing the audience into two groups. Holding audience-specific segments encourages engagement without restricting virtual experience. You can also use technology tools to facilitate one-on-one and group discussions among participants. Braindate helps participants, for example, to network both virtually and personally. The bigger the event, the more important it is to tailor it to the people present.
3. Concentrate more on virtual engagement
Ironically, before the coronavirus pandemic, brands were trying to digitize personal gatherings. Now everyone is asking: "How do we do this in real?"
In the live event setting, it was easier to see when attendees were checked out of an event. Now it is much more difficult to hold people accountable or to guarantee commitment or participation. Why not design an event that you actually want to attend instead of forcing attendees to attend an event?
Savvy companies from all industries will find ways to involve the participants personally. Instead of hiring famous speakers, some more assignable people with unique stories invite you to tell stories. Others encourage participation through gamification and rewards. Show that you respect the time of the participants and understand that you will compete for their attention. If you don't find it interesting, chances are your audience won't.
4. Prepare for future changes
With this change, event professionals need to think about things that may never have been the focus before. How food and drinks are served, what cleaning protocols are followed, what events really require travel, and how health inspections are performed. If you proactively address these changes now, brands will only be better prepared for success if they re-enter the live area.
One of the most visible changes we see are the signage and branding that come with the new restrictions and requirements. Work with your teams to create a physical communication plan that meets legal requirements, detailed guidelines and protocols, and placement instructions so your team is prepared in advance. Develop protocols that describe social distancing procedures, maximum capacity, and cleaning requirements to create a clear plan that not only protects your team and participants, but also enables a seamless transition when the time is right.
Corporate events may have changed forever. In many ways, this is a good thing. Future events have the potential to be more accessible and safer for everyone. With the right planning and execution, they can be incredibly effective experiences for both organizers and participants.
How could you rethink your next corporate event considering these ideas?
– Becca Lyon
About Becca
Becca Lyon is VP of Marketing Strategy at Kindle Communications. With almost 10 years of experience, Becca brings a strong mix of marketing and experience to her role at Kindle Communications. As VP of Marketing Strategy, she oversees the strategic approach behind Kindle's marketing efforts. With a focus on strategy, digital marketing and audience insights, she successfully develops the Kindle brand and supports the agency's steady growth. During her tenure, she designed and managed strategic marketing campaigns and events for many well-known Fortune 500 brands. Follow Kindle Communications on Twitter @kindlecomms.
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