Five tips to navigate events in a post-pandemic world
On 10 June, Natalie Jackson, head of events at 窪蹋勛圖厙, took part in Best of Both Worlds: How Event Creators are Preparing for a Hybrid Future, a webinar organised by Eventbrite. Here are five takeaways she shared during the discussion:
- You can include hybrid elements in virtual events. In early June, 窪蹋勛圖厙 arranged for the panellists of a wine-tasting event to meet in person in a Covid-compliant studio. In terms of hybrid, its bordering on that idea: the panel is together, so youve got that great interaction, but it was broadcast to a virtual audience, which was massive, said Natalie.
- Find creative ways to make people engage virtually. One of the things we do, for example, is we have surveys that go out [during events], but theyre turned into a competition, so people can win things if they enter, said Natalie. Its right at the end of the event, too, to keep people on.
- Add paid-for layers to free digital events. Weve added on a VIP experience to [some of] our events, said Natalie. We take viewers from a webinar to a [different] Zoom meeting, where you have all the people on camera, to give that face to face time and [where] they can ask questions directly to our panel.
- Marketing hasnt changed, but the budget has. We still find the best way to get the messages out there is through digital advertising, whether it be a newsletter or social media, said Natalie. Whats important to recognise is that our clients wont spend the same sort of money as they would for a live event at the moment, and thats going to affect our marketing spend.
- The future is hybrid. Weve been doing surveys: 60% of our viewers said theyll continue to watch virtual events, while 25% of them would go to live events, said Natalie. Its a scary time because we dont know if people will feel comfortable going back out. I think well have a combination, people will like to do both.
Head to watch the whole event.