Sometimes it can be hard to believe that we are entering Year 3 of the pandemic; especially when it comes to events. Companies for whom in-person connections make all the difference have had to become more and more flexible with their definitions of marketing and engagement. So how should we approach the continued restrictions moving forward? What will be the trends of 2022 we can utilise and how can we make sure to host events that make an impression?
The Brief
As any top events planner knows, you need to start with the right foundations. When exploring how to improve your event hosting repertoire, that foundation lies in understanding the landscape that surrounds your event. By now it is fairly evident that the events industry has been significantly altered by Covid-19. According to a recent US survey on ‘Events in 2022’ 79% of companies expect to host hybrid events and 59% plan to increase their investment into event technology during the year. Overall the report highlighted that the majority of organisations would be increasing their event hosting in 2022 and that the emphasis needs to be on embracing “new technology and solutions to create memorable experiences for attendees and achieve measurable business results”. In the UAE, the city of Dubai is already gearing up for a busy events year having achieved ‘save haven’ status. Its combination of innovative concepts, unique venues and safety protocols have led to several international events selecting the city as host for 2022 and 2023. This growth is obviously great for the overall economy, but it is also helpful for Dubai based companies looking for shared spaces to connect with audiences and stakeholders. The events, “a combination of conferences, meetings and incentive travel programmes, will feature almost 70,000 key opinion leaders, scientists, government officials and other experts” as well as cutting-edge technology enabling businesses to reach a wider network and utilise new options to enhance the effectiveness of their events.
In order to host events that will contribute to business growth, it is important to consider data collection in the planning stages. Capturing qualified attendee and audience data during events is not only useful for the organizing company, but also any potential stakeholders or exhibitors. The virtual part of hybrid events can make data collection slightly easier and more comprehensive, providing in-depth information and statistics that can be invaluable to the right business. It is also important to ensure that whichever solution you adopt for the virtual side is simple to use and allows online attendees to ‘experience’ the event along with the live attendees, rather than feel they are only observers. Technology is a huge part of the planning process for live events. It is important that those facilitating the virtual side of the event are ‘technologically agnostic’ and are familiar with as many software solutions or platforms as possible. Choosing the right hybrid delivery solution for your event will be critical to its success and can ensure you avoid certain pitfalls and challenges. Event planners will also need to consider the editing part of the virtual side and what graphics and insights will be needed. A specific producer will need to be allocated to coordinate the visual tools and the engagement experience from start to finish and any associated post-event recordings that will need to be delivered.
In 2022 it is more than likely that companies will host events that fall across the live and virtual platforms, more commonly known as hybrid events. These combination events need to feature various elements that will ensure that the virtual side can achieve the same level of engagement as the in-person side. The virtual aspects of events need to be seamless, accessible, vibrant and interactive. Their design and branding needs to be vivacious and welcoming. The software elements need to be accessible and work smoothly to ensure attendees don’t have a diluted experience, no matter where in the world they are. Lastly, fun and effective interaction will bridge the gap for an online audience and can even add exciting elements that you couldn’t use in a purely live event.
The most important lesson to take away from our breakdown of how to host events that stand out is that planning and imagination are key. Whilst thorough preparation has always been crucial to successful events, adding in as much flexibility as possible is now a major element. From accommodating the needs or preferences of the audiences to managing the evolving requirements of the environment, adaptability should be your best friend. Next, you need to enlist the assistance of experts who know how to host events with creativity and originality. Adding the wow factor, whether for virtual, hybrid or live events, will impress your audience and leave them with a lasting message. At Serindipity Solutions, we have the expertise to curate the perfect event, no matter the parameters, and ensure that it exceeds your expectations every step of the way.
If you would like to talk to Serindipity Solutions about help with your strategic goals, virtual assistance, communication, branding or outsourcing, get in touch today to john@serindiptyevents.com or 050 5944226.
