EVENT PLANNING IN 2021 Hybrid Events May Be the Future of Meetings by Leslie Blye, National Sales Director, L!VE
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hile factors driving the return of in-person events may be outside our control, we can work to understand the dynamics of the new meeting environment and prepare for a variety of executable options. Early days of the pandemic found meeting planners asking, “When will things get back to normal?” After almost a year of the “new normal,” many of us are still asking that same question. With that uncertainty in mind, how do we plan for events in 2021? The answer lies with hybrid events. Through a hybrid approach we can motivate, educate, and recognize our consultants while keeping them safe and comfortable no matter where or how they decide to engage. Many of us are missing the human connection we used to have in both our work and personal lives. With many organizations moving permanently to virtual work environments (and limited in-person activities continuing to contribute to feelings of increased isolation), people will be searching to fill the gap. More than ever, events will provide opportunities for re-connecting and offer true networking opportunities that are now missing from the traditional office and personal environments. There’s no doubt that increased confidence in travel safety practices and medical advancements will gradually bring back the opportunity to hold in-person events. A September survey of 1,364 Global Business & Travel Association Companies indicated 70 percent of respondents expected a return to in-person events in the second half of 2021. A Planner Confidence Index Survey by Expo Direct reported that 49 percent of planners had active RFPs in process. Of those planners, 16 percent expected their next face-to-face event before the end of 2020 and 73 percent had future faceto-face events contracted. Yet, as the meeting planning community anticipates this return, there is a realization we won’t be returning to the same “old normal.” Uncertainty persists. If in-person events are just around the corner, will a virtual meeting component still be necessary? No matter their size or tenure, direct selling and network marketing companies have experienced record-breaking attendance numbers under these
circumstances. Virtual access has expanded consultant reach in attendee type and geography—sometimes even three- or four-fold! People who could not have attended conferences due to travel costs, work or family schedules, geographical barriers, or even physical limitations are now able to participate in all the same activities as their on-site peers. It’s logical to assume that the barriers that kept a number of these consultants from attending previous events will likely remain—even post-pandemic. It only makes sense to continue offering remote connectivity within events as an alternative solution. Since 2021 will bring a renewed interest in finding deeper engagements and irreplaceable experiences for on-site and remote attendees, how can we capitalize on this and position ourselves for success? What do we need to know about this new hybrid environment and how do we plan for these new and sometimes fluid challenges? Defining a Hybrid Event A hybrid event is one that has both an in-person, faceto-face component as well as a virtual environment that joins people located remotely with those who are physically present at the event venue. A good hybrid event focuses on attendee equality. Merely streaming live presentations and activities for remote attendees to view only creates a barrier to learning and engagement. Instead, creating opportunities for two-way communication between speakers and attendees as well as facilitating remote to in-person interaction allows for a more consistent and rewarding experience whether attendees participate locally or virtually. Building a Hybrid Environment So how do you build a hybrid environment? Take over the space. Just as your brand and theme take over the landscape of a hotel or convention center, your virtual platform needs to be shaped as an extension of that same look and feel. Whether entering the Continued on page 102
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January 2021