The events industry has shifted online, but the need for in-person events remains as present as ever. While technology and the internet play an increasingly crucial role in keeping essential business connections alive, some of the staples of marketing events, such as merchandise, eye contact, and social gatherings all require participants to share a physical space. Furthermore, hosting physical events builds a strong brand association that can be extremely beneficial in the long run.
In an age where technology and tradition intertwine, gone are the days when attendees had to choose between the buzz of in-person networking and the comfort of remote participation. Whether you’re a seasoned event planner or a curious attendee, learn more about hybrid events and how you can leverage these B2B events to boost your event marketing efforts and business growth with the blog below!
Since the onset of COVID-19, thousands of events worldwide have been cancelled or postponed. From the 2020 Olympics to Broadway shows, from the Met Gala to the Eurovision Song Contest, not a single major physical event could proceed without jeopardizing safety during the pandemic.
Despite this, a few events companies were able to continue their operations (or even grow) during the lockdown period, as they took this opportunity to translate their concepts into a virtual setting. Virtual events have become the new normal.
“Virtual events have proven their worth, offering levels of reach, flexibility, and convenience unmatched by physical events. Online events are now a must for marketing efforts moving forward.”
In the near future, though, the circumstances will allow businesses to integrate the virtual and physical aspects of event planning and delivery into one model—the hybrid event marketing format. In-person events may be streamed live to enable participants to engage no matter where they are. Some elements, such as Q&A sessions, will be able to move onto digital mediums.
Hybrid events are foreseen as a vital part of the new normal in the event marketing industry. Conferences, trade shows, global town halls, and sales kick-offs are just a few examples of events that will likely adapt effortlessly to the hybrid model.
Why Are Hybrid Events Important?
Hybrid events allow organizers to cater to a global audience. While some attendees may be present physically, others from different geographical locations can participate virtually, making the event more accessible and inclusive. Attendees can also choose how they want to participate based on their comfort level, location, or any other constraints. This flexibility can increase overall participation to boost event marketing success metrics.
Especially relevant in uncertain times, hybrid events offer a backup. If in-person participation becomes impossible due to unforeseen circumstances (like a pandemic or natural disasters), the event can still proceed virtually. The virtual components of hybrid events often allow for better tracking of attendee engagement and behaviours. This data is invaluable for businesses and organizers to refine their strategies for future events.
Sponsors worldwide appreciate that hybrid solutions will be the norm going forward and that virtual event management will keep growing. While the world keeps looking forward to when audiences will be able to gather together again safely, these challenging times have also offered the business world the opportunity to fully reap the benefits of the wonders of connecting technology. Hybrid events have only been one example.
The digital transformation that’s been accelerated by the pandemic has reshaped many facets of the business realm, from daily operations to larger strategic endeavours. As brands and corporations adapt to this new era, the allure of digital event marketing solutions extends beyond mere convenience. They offer metrics-driven insights, scalability, and the ability to pivot rapidly in response to changing circumstances. Just as hybrid events symbolize the evolution of gatherings, other sectors—from retail to education—are witnessing their own event marketing revolutions, blending the tactile with the technological, and charting a new course for the future.
Securing Future Success with The Ortus Club Hybrid Event Marketing Efforts
The Ortus Club, an international marketing company specialising in knowledge-sharing events and roundtables for the C-level, managed to keep growing its global operations amidst all the lockdowns. Soon after the initial wave of cancellations and postponements, the company acted fast to turn things around, proposing virtual roundtable options for their clients.
The key to their success lies in a combined strategy of virtual team expansion and careful event design that maximises audience engagement and prevents the over-mentioned “Zoom fatigue”. Interested in planning your own hybrid event marketing strategy? Get in touch with The Ortus Club. In partnership with some of the largest names in business worldwide, we aim to cultivate a culture of knowledge-sharing across various industries and regions.
