The COVID-19 vaccine is making its way across the globe. Now what?
It brings an important question to mind to most (if not all) marketers: What does the vaccine mean for getting back to in-person events?
Remember when we thought a 14-day quarantine at home wasn’t a bad idea, but rather a temporary break from reality? Little did we know that conducting events in blazers and pajama pants would become our new reality. And that meeting together in-person wouldn’t be possible for more than a year (and then some).
Although events today look a lot different than they did a year ago, in-person events will make a comeback. But let’s not make an overnight pivot like we had to do in 2020. Let’s start strategizing now for these events.
Where should you start? Great question.
We sat down with experts in the health and events industries to get pressing questions answered, from new venue safety measures to how the vaccine impacts our return. Let’s meet the experts:
Martín:
“When searching for your venue, it's important to place a greater emphasis on safety within the space ... Keep in mind the type of air circulation, bathroom upgrades, numerous sanitation sites, and if social distancing is a legitimate option. It’s also going to be crucial to keep in mind access points to enter and exit your venue. Are you able to control the flow of attendees?”
Marcus:
“Safety, in itself, is very subjective, but the underlying idea of safety is basic. You and your company have to define what ‘safety’ means to you before you start searching for your venue.
“Whatever your simplest ‘safety’ measures are, it's important to find a venue that matches your safety guidelines, making it a compatible partner. And make sure you are having tough conversations with these venue partners. Discuss what contingency plans look like upfront so that you are all starting on the same page.”
Connor:
“Personally, I think you should be making sure the venue you are choosing has upgraded ventilation systems and increased outdoor air exchange. We know that these proven measures are best for protecting the safety of your staff and attendees, so following that guideline should be a staple.”
Connor:
“There are a wide variety of safety measures that you can bring on-site with you, ranging from questionnaires to on-site testing. It all depends on how much your company can spend, and how you want your events to be perceived.
“It definitely can get tricky because of regulations and communicating results if on-site testing is administered. But we are hopeful as more vaccines are administered that less testing will need to be required and we can use vaccination proof as a measure of safety.”
Marcus:
“Time, time, time, and more time. Event marketers are going to need to give themselves more time, and get their plans approved ahead of time and understand the cost behind producing an event following in-person guidelines.”
Marcus:
“Events people are in an interesting position. We get to rewrite what events are. There are not many opportunities where we get to do this. I encourage everyone to tap into their creativity and be okay with making and learning from mistakes.
“And I cannot stress enough how much contingency planning should be a part of your planning process. At an event we had in person earlier this year, we ensured contract tracing was in place, so if there was a positive case, we knew exactly how to handle the situation. We felt prepared for everything that was coming. If you are doing your due diligence, you should be fine if you need to fall back on Plan B, C, or D.”
Martín:
“When we get back to in-person events, we are looking at more automation and less human roles. The craziness of what registration was is now looking more automated with QR codes and self-check-in desks. It will allow you to be more flexible on what you can pull off with your own team.
“Also, I think that two things are going to be really big: lots of outdoor experiences and better bandwidth. Since a good portion of what you will be doing will be hybrid, you're going to see venues having higher-quality bandwidth capabilities.”
