If there’s anything we’ve learned in the past year and a half, it’s that nothing is certain. With the explosion of virtual solutions for personal and professional use, many industries underwent a seismic shift in how they do business. The events industry has been one of the most impacted and likely will continue to see major changes in the months and years ahead. One thing is evident in this “New Normal” phase – elements of both virtual and in-person events will co-exist. Here’s how to successfully balance both for your future hybrid events and conferences.
Content-First Foundation
As easy as it may seem, you cannot simply live stream the in-person event to a virtual audience and expect it to be successful. Both experiences should feature unique angles of similar content, while being tailored to their respective audience. Think about what stories you want to tell and how you want to tell them to two very different audiences. Each format has its own set of unique challenges to keep attendees engaged. Online audiences will most likely have a higher drop-off and lower total event completion due to the lower monetary investment and possible distractions in their environments. Keep in mind; virtual participants also tend to tune in late (between five and seven minutes on average), so be sure to factor this into your event plan.
Looking for content ideas? Here are some suggestions for your virtual elements:
- Start with a pre-recorded opening video to account for late arrivals before officially kicking things off.
- Strategically position cameras to make the virtual experience feel more intimate. Give everyone a front-row seat.
- Incorporate shorter-form content and more breaks.
- Get creative with breakout sessions and speaker engagements.
- Include networking opportunities regardless of the audience members’ geographic locations.
Whether an attendee participates in-person or online, you must make them feel like they are part of the event, not just a witness to it. Include interactive opportunities that allow participation from both formats, like live Q&A sessions. Make networking a central feature of both, whether it’s through an online community or in-person session. The value shouldn’t only come from the content; it should also come from the connections they build while participating in it.
Hybrid Conference Success Tip:
Don’t forget to incorporate strategic breaks for virtual audiences. Think about what you want your virtual audience to do during those times, so they come back and continue watching what you’ve worked so hard to plan. Breaks are necessary for a virtual environment, but it’s also easy to get distracted and forget to return.
Technical Equipment Considerations
We cannot stress this one enough. You must leverage the right technical equipment for your event to go off without a hitch (and glitch)! At its core, from a technical perspective, you are creating two separate productions. It’s imperative to use high-quality cameras, lighting, and sound equipment throughout. The virtual experience should be even more high-production than the in-person one. In addition to understanding lighting and sound specs, you’ll also have to understand any challenges with streaming or bandwidth, so there are no last-minute hiccups on your big day.
Hybrid Conference Success Tip:
The partnership between on-site entities such as your AV production team and off-site technical streaming services must be seamless. Testing, testing, and testing again is a must! If this whole component is way outside of your zone of genius, you’ll want to hire an agency with specialized event and technical expertise like Reimagined Experiences.
Event Registration Plan
Registering for your hybrid conference should be quick and easy. If you have multiple ticket tiers, you’ll want to highlight all inclusions upfront. Provide information about technical requirements for virtual attendees upfront as well, so they have ample time to prepare. Don’t be surprised if the majority of your virtual RSVPs are last-minute. Attending virtually requires a lot less coordination than a trip to an in-person conference. Hybrid conferences are much more scalable than traditional events as you can charge a lower ticket price for a much higher volume of attendees that can even book right up until the live stream commences online. With a virtual ticket, you can expand the reach of your event to attendees who may not have been able to participate previously due to the added costs associated with airfare, accommodations, and on-site meals. Scaling the virtual portion also does not require additional hard costs like it usually would at a physical event venue.
Hybrid Conference Success Tip:
To grow your revenue, consider creating add-on experiences or upgrades. Perhaps the virtual attendee would like to attend an additional day of conferences or more breakout sessions. The attendee may even want to upgrade to an in-person ticket if they’re more comfortable as the event draws near. Regardless of your strategy, don’t forget to place a deadline to give yourself ample time to prepare.
Added-Value and Added Revenue Streams
Hybrid conferences offer many opportunities to add value and revenue through additional paid access, add-ons, multi-tiered ticket experiences, and unique networking experiences. Think of innovative ways to further engage with your existing audience. Perhaps you provide an opportunity for an intimate session with one of the speakers or a pop-up breakout session.
Hybrid Conference Success Tip:
Generate additional revenue with expanded experiences for both ticket types. Physical conference attendees may love additional time with noteworthy speakers or leaders, while downloadable guides or small group sessions can greatly benefit the virtual audience.
Post-Event Strategies
With solid post-event strategies, you can keep the conversation and hype around your hybrid event going for weeks or even months past the show date. Offer on-demand videos, conference replays, and post-event networking. Use your attendees to spread the word about future events by offering them a referral link or a future event discount. Take the opportunity to collect real-time feedback through a post-event survey right on your viewers’ screens. It’s the only way to know what worked (and didn’t), and improve the conference experience for future years!
Hybrid Conference Success Tip:
Continue building post-event engagement and incremental ROI by selling subscriptions or limited-time access to event replays. It is a great way to keep the buzz going and bring in additional revenue without creating extra work.
Starting Planning Your Hybrid Conference Today
Reimagined Experiences is ready to successfully transition your conferences and foster deeper connections with your missions and audiences. Our experienced team of on-site event and large-scale live streaming experts liaise seamlessly with your organization to create an unforgettable experience. Get in touch with us for a complimentary discovery call.
