“One of the biggest issues is understanding the value and the restrictions of the supply chain. We need to be absolutely certain that the venues and partners we’re working with are equipped to respond in the way we expect – and that our clients expect. What’s paramount is making sure that your expectations are clear from the outset.
That also relates to budgets – there were certain benefits, as we moved into virtual, around the costs of doing a virtual event, because obviously you don’t have people travelling, you don’t have people in the room, nor F&B components. But actually, hybrid is a different matter, yet again.
There is still a lack of understanding around what it takes to produce a hybrid program and from a planner or agency’s perspective, we require two teams – a team to manage the in-person component and a team managing the virtual component. In pre-planning, these teams can cross over. In the execution, however, that’s probably not going to be possible. So, from a planning standpoint, your investment in your agency or your partner can be higher than expected.”