Event marketers are getting back to what they know; in-person experiences.
But the shackles/benefits – depending on your disposition – of a virtual component are proving impossible to drop.
The past couple of years has shown the industry that live events are crucial when it comes to communication, networking, and creating innovative experiences. However, with many event marketers returning to in-person events, questions still remain regarding virtual and hybrid accommodations.
As humans, we need physical connection. It’s in our innate nature to be with others. As brands, connecting with audiences in a live setting builds trust and loyalty in a world where these are increasingly difficult to earn through screens alone. Eye contact, handshakes, face-to-face conversations circa 2019; nothing has the power quite like getting together with like-minds, old mates, and new friends.
Live events, how we’ve missed you.
In short, yes. The fundamentals that come together to make good events were the same before as they are now. Solid programming, obsessing over small details and finding ways to ramp up audience engagement are still essential. While our behavior patterns somewhat changed due to you know what, the signals we are seeing tell us a return to normal is happening (the original normal, not the new normal).
One variable we foresee, budgets.
While year-on-year increases are expected, it’s been almost three years since we’ve seen live events at full scale, and that can lead to some sticker shock. Costs of goods have increased significantly due to reasons ranging from inflation, increase in gas prices, supply chain issues and venue availability (or lack thereof.)
We define Hybrid as any combination of live and/or digital messaging and content delivery. Hybrid has more than one entry point for the experience. And that flexibility is now the expectation, along with a staunch demand for quality content.
Varying perceptions of live event health and safety levels, and the breakaway creations of smaller, more niche communities is where virtual and hybrid formats can be so valuable for audiences and brands. But these are not the only factors that make Hybrid so hard to let go.
Our behaviors may have changed, but we have not.
The trick still firmly rests on understanding your people, what motivates them and how you can best add value to their lives.
Check out the full FIRST inSIGHTS, where we explore the topic through our most recent industry data and insights.
Access the full insights -> here
Get in touch to learn more about how FIRST can help you deliver industry-leading creative and engaging live, virtual, and hybrid brand experiences.
