whitepaper-hero.jpg

 How to optimize your next hybrid event

 

Are ‘Hybrid’ Events the Future of Experiential Marketing?

Throughout this past year, brands and agencies have capitalized on the opportunity to bring their IRL events into the digital space. The platforms available for “virtual events” weren’t quite ready for the transition but many companies, including Afterparty, were able to quickly build out new tools and services to deliver an improved event experience, online.

As we’re approaching the tail end of the global pandemic we’re seeing signs of a return to normalcy, and a return to in-person events, so where does that leave virtual events? We surveyed our clients and the consensus among brands and agencies is that we’re transitioning to a world of “hybrid events”, a seamless merging of live events with supplemental or complementary virtual experiences. We believe this shift will allow brands to capitalize on all of the benefits of virtual events, while still providing an immersive in-person experience for those audiences that can and want to attend them. We also believe that as tools improve and the industry finds its footing again, the ideation process will evolve and creatives will be thinking more about the synergy between the online and in-person experiences, leading to improved event performance and increased ROI.

 

Why Virtual and Hybrid Events
areHere to Stay.

Virtual and hybrid events offer an easy way to increase reach and attendance, allowing a brand to spread their message around the globe, with people tuning in from various devices and consuming their content in ways that are increasingly familiar to them. These events require fewer resources than in-person events, resulting in cost efficiencies and a much smaller carbon footprint. Then there’s the improved scalability and flexibility -- on the virtual side, event capacity is near-limitless and design can be changed or updated quickly, even at the last minute. With live streaming, brands not only connect with their virtual audience for the streamed production, but recorded content can be made available to people who weren’t able to join when the event was live. This allows for a longer event duration, with audiences able to attend the event well after it’s over, at a time that’s more convenient for them. And of course, there’s the data! Events hosted online provide more opportunities for data collection and improved analytics, allowing brands to better evaluate ROI and deliver post-event remarketing messages. With all of these inherent attributes it’s clear that virtual and hybrid events will drive the industry forward and ensure brands are able to meet their audiences where they are.

 

 
 

80%


More than 80% of marketers agree that greater audience reach is the most positive effect they’ve experienced from their shift to virtual.

73%


73% of Event Planners expect hybrid events to be more common in the future.

86%


86% of B2B organizations see a positive ROI of their hybrid events 7 months after the event date.

 

 

01

One Event,
Two Experiences

The content of your event should be relevant to both in-person and virtual guests. While the virtual component will be intertwined with the IRL event, brands will need to engage each group differently, without it feeling like two different events. While there isn’t always a virtual analog, brands and agencies should look at what is offered through the in-person experience and translate it to a virtual counterpart. For example, if in-person attendees are split into breakout sessions, use video breakout rooms for the virtual guests to foster connection and interact with each other.

 

 

02

Engage

Keep your online content engaging by incorporating live polls, Q&A or chat to allow virtual attendees to participate. If in-person attendees are able to interact with speakers, add a component to the virtual platform that allows those online to do the same. Use layers of content and interactivity that add value to the at-home experience -- educational video content, links out to supplemental resources, an at-home photo or video booth for shareable UGC content, e-commerce and access to product drops, etc.

 

 

03

live / Virtual sessions

 

You’ll need to work harder to hold the attention of virtual guests since you’ll be competing against distractions in a home or work environment. It’s important to acknowledge your online audience and consider their content/media consumption habits. Take a few moments to welcome your virtual guests and make eye contact with the camera throughout your presentation, so they feel like they’re a part of the conversation. Make sure live sessions are accessible to all attendees across various time zones by avoiding early morning keynotes and keeping the length of presentations digestible.

 

 

04

Strong Facilitation

 

Dedicate a strong, well-briefed facilitator to monitor and respond to your virtual attendees. This will be important when utilizing chat and Q&A features, as well as monitoring any user-generated content such as virtual photo booth images or social media aggregators.

 

 

05

Offer content on demand

 

Not all of your attendees may be able to join at the given time or your in-person guests may want to review portions of the event. Record your live stream and keep your virtual event active for weeks or months after the date, enabling you to share the experience long after the event is over.

 

 

06

Analytics

The virtual component of your event will allow you to easily capture a wealth of user data. The metrics and ROI insights gained will deliver key learnings about successes and areas for improvement. With detailed attendee data, brands can better communicate with guests long after the event is over, delivering valuable remarketing messages to the right people, at the right time. Follow up with a post-event survey to get direct feedback from attendees and make any adjustments.

Get in touch

CALL US AT 212.518.3643 OR USE THE FORM BELOW.