This is the first article in a series about hybrid events and what they mean for the future of event marketing. We’ll talk about it all in this series: overcoming hybrid event challenges, best practices for content, technology considerations, and what you can do now to prepare. Ready to build your hybrid event now? Follow the how-to guide.
Las Vegas is open for events. According to the latest announcement coming out of Sin City, venues can host up to 1,000 attendees — with restrictions, of course.
I must admit: When I read this news, my first thought was, Is anyone even ready to go back to in-person events yet? Sure, we’re all ready to get back to a place where handshakes are acceptable and sharing stories over cocktails isn’t dangerous. But more than that, are we actually prepared, as marketers, to host events that our audiences are willing to attend in person?
If you can answer yes to that last question, bravo. You’re in the lead. Most event marketers I’ve talked to recently aren’t quite there yet.
The biggest thing preventing them from committing to the return of in person? The lack of a hybrid event strategy, which many (myself included) believe will be critical not just for the inevitable return of in-person events, but for the long-term future of event marketing.
Hybrid events are part virtual, part in person. With the right strategy, nearly any type of business event can be transformed into a hybrid version: training events, product launches, field events, and even VIP events.
For such a simple definition, these events can have major challenges. (But don’t sweat that for now — that’s a topic for another day. Just know that, like everything else, you can easily overcome those challenges and the end result will be worth it.)
Today, I want to focus on why you need hybrid events as part of your event marketing strategy.
Like every other decision you make for your event marketing strategy, you need to first make sure a hybrid approach makes sense. Will offering both in-person and virtual options help reach your goals? Map out your event marketing calendar with audience and goals, then identifying any dependencies should you choose a hybrid approach.
Remember: Offering both in-person and virtual options doesn’t have to be an all-or-nothing thing. There are situations where you might host only portions of your event virtually.
When Salesforce began live-streaming parts of their annual Dreamforce conference, they wanted to give people who couldn’t attend in person a taste of their event. Since then, they’ve continued to add more and more virtual components to the event, and each year (pre-pandemic, of course), their attendance rates rose.
Coachella, the music and arts festival that hosts 250,000 people, sold out in three days before they started live-streaming the event in 2011. When they launched ticket sales for the 2012 festival, they sold out in three hours.
If these massive event programs can nail the hybrid event format, so can you. And if the results you just read aren’t enough, here’s more food for thought:
Just because Las Vegas has found a way to host in-person events doesn’t mean people are running back to the Strip. And even when in-person events are deemed safe more broadly, that doesn’t necessarily mean every single person you invite will be ready to attend.
A hybrid approach gives your audience the option to attend virtually or in person. This lets them choose whatever they’re most comfortable with — and it also helps you reach the most amount of registrants possible since they’re not limited by attending in person.
A hybrid events approach also helps you connect with people who may not necessarily be on your initial invite list, but who may benefit from seeing parts of your event. For example, think about the events you host for current customers, like user groups.
User groups can also be really powerful sales enablement tools. Prospective customers want to know you can support them in various ways. By giving them access to a virtual event option at one of your user groups, you’re showing them what they could expect as a customer and boosting their confidence in a purchase decision.
When you open your event up to people around the world (which is what happens when you have both in-person and virtual event options), you’re automatically opening the doors to a big boost in opportunities and, thus, ROI.
Hybrid events also support lower event costs. We all know how much investment is required for in-person events. And sure, you’ll still have in-person attendees at a hybrid event. But with a portion of your attendees tuning in virtually, you have the potential to cut costs significantly.
If all that’s not enough, your attendees will appreciate the flexibility and customization you’re offering with a hybrid event — and positive experiences result in a positive return.
Hybrid events can drive growth in ways other than reaching more people and driving a positive return. They’re an opportunity to connect with others who may not necessarily be your target consumer, but who could play an important role in your future events — potential sponsors, for example.
Think about the last time you, as a marketer, considered an event sponsorship. Along with event goals, attendee demographics, and financial commitment, you likely also thought about the event overall, its vibe, and how it aligns with your company’s mission — outside of what you can find on the event prospectus.
Attending the event in question is the best way to find out if there’s a mutual fit. Offering a virtual option is a cost-effective way to share your in-person event with those who could be potential revenue streams.
Things outside our control happen all the time, and marketers know this better than anyone. From a budget cut to a WiFi outage to a global pandemic, extenuating circumstances force event marketers to think quickly and master backup plans.
Imagine that you had invested a large amount of time, resources, and money into planning an in-person event, only to have it unpredictably canceled. (Oh wait, none of us have to imagine that.)
A hybrid approach lets us pivot between in-person and virtual-only events should the need arise. When you have the foundation and requirements built for both kinds of events, you can more easily and quickly adapt without having to start from scratch.
“Going green” isn’t just a temporary campaign anymore. It’s a permanent movement that’s expected by your company’s customers, prospects, employees, and stakeholders. These sustainability practices should also be integrated into event marketing efforts.
And hybrid events support this. With a portion of your attendees joining virtually, you’re ultimately reducing production and shipping needs, staff and attendee travel, and even the single-use plastics used at most events.
The events industry has changed. And your programs will probably continue changing alongside it. So whether or not hybrid events have a place in your program’s future, it’s time to consider what that future looks like.
When you're ready to make the pivot, check out our How to Host a Hybrid Event guide. It covers everything you need to know: creating smart registration forms, managing on-site and virtual check-in, balancing in-person and online content, and more.
With Splash, you won't sacrifice guest experience, data-driven decision-making, or the ability to scale programs — no matter the event environment.
As a Senior Manager of Marketing at Splash, Rebecca creates programs that help event marketers understand the importance of scale and how it translates to event goals and business results. A Chicago native, Rebecca recently traded the harsh winters for yearlong sun in the Arizona desert, where you can find her on running trails, in the pool, or at a patio cheering on the Chicago Bears.
