Technology
Create Engage director Tanya Brown says the pandemic and travel restrictions meant they could positively reinforce that location isn’t necessarily a boundary. The event attracted more than 300 CEOs in the main in-room audience, a large online presence and multiple live crosses with key presenters and members of the community. “These live crosses were seen both inroom and online and extended the reach and engagement tenfold,” says Brown. As they’d done in past years, Create Engage worked with an in-room and online MC keeping audiences up to date on the Sleepout participants’ journeys through the night. A live social media feed also helped achieve a trending hashtag for ultimate event exposure. Fellow director at Create Engage Luke Hammonds added that when it comes to engagement, combining in-room and online audiences is key. “The Create Engage Pro platform is great because the in-room audience is offered a URL to access via their smartphone that enables them to ask questions, answer polls and even chat with the in-room and online attendees,” he says. “All this data can be sent to the presenter and the post-event report captures all that data without the need for multiple platforms.”
Keeping it simple Above all, Hammonds says speed is the key to success. “For a hybrid event to be effective, there needs to be low latency and no roadblocks in the audience's way,” he says. “Simple access to real-time engagement. Everything else is just marketing.” As hybrid events continue to evolve and grow, Jomablue is focussing on making its platform intuitive and easy to use. 18 Spice Spring 2021
“We are committed to making hybrid features quicker, simpler and more effective at achieving event goals,” says Haysom-McDowell. Using an adaptable, intuitive hybrid event platform also gives planners the ability to scale up and be flexible. “Having the flexibility to balance event format without compromising overall attendance, is a game changer,” says Haysom-McDowell. “We are working with many clients at present who are scaling up the virtual attendance of upcoming events. “By choosing a platform that supports virtual, hybrid and in-person delivery, they have the flexibility to open up in-person attendance or move to 100 per cent online if required.”
In-person events remain first choice While hybrid events may become the new normal, there’s still great benefit to traditional in-person events. Brown says while virtual events serve a purpose and can offer high engagement when done well, clients are very aware of screen fatigue. Certainly, offering an online option reduces barriers to entry when travel is restricted, but if a person can attend in person, she says, they generally will. “By offering both options, the audience numbers can increase and you are opening the door to a whole new audience and extending consideration to accessibility and inclusion,”she says. Understanding the ever-evolving landscape can be overwhelming but working alongside a trusted provider who understands the ‘new normal’ is always the best way forward. “Try not to get caught up in the technology,” says Brown,“but rather what the technology can do for you and your event. “The purpose of your event and your messaging should always be the main focus.” n
“Our responsibility is to engage the attendee and utilise the best tools we can to keep them connected throughout the event.” – Brendan Day