Event Pros Share Some Tips
I’ve had the opportunity to travel a bit lately and have been struck by the difficulties and inconveniences stemming from the pandemic. This includes re-opening growing pains like waiting in line for an hour to get a morning coffee, or renting a car from a harried front desk worker juggling 20 reservations and also cleaning the cars himself!
For me, the thrill of being out and about among people outweighed the inconveniences, but I definitely felt the strain.
Now that we’re (finally!) entering the next phase of the pandemic, I wanted to “flip the script” and ask my planner friends for their expertise, especially given that a recent Glisser Market Research Report found planners listed audiences’ “lack of willingness to travel to in-person event” as a top 10 challenge.*
Here’s what I asked them:
“How are you making the in-person attendee experience amazing? And what should we in the industry be thinking about sooner rather than later?”
Unsurprisingly, high-quality virtual events have become an attractive option for those looking to avoid the hassles and expenses associated with travel. No matter the industry, my expert planners find that attendees want four key things from an in-person event:
- hands-on learning with high levels of interaction
- polished presentations with great storytelling
- engagement with speakers and others
- networking opportunities (both informal and structured)
All stressed the need to offer unique experiences for every type of attendee participating — and noted that could include three audiences: in-person; virtual; and what I call “in-person remote” (on-site, but opting to participate virtually at times).
Top tip:
Even if you’re holding an in-person-only event, attendees may assume they can consume content in multiple ways. Talk to your AV production partner about live streaming sessions for in-person remote attendees as well as making sessions available on-demand for attendees who skip sessions to network or attend to other needs.
Lynn Edwards with Proper Planning
While making event goers glad they left home may be more of a challenge these days, it’s one Lynn Edwards of Proper Planning relishes. “Virtual events filled the content gap, not the networking or sales gap,” she notes. She says being face-to-face often stimulates curiosity and productivity — and advises creating rich, engaging experiences with parties, music, and extra space for people to make or renew connections.
To prioritize a dynamic attendee experience, Lynn suggests you can also:
- offer Meet the Speaker / Q&A opportunities
- strive to create a VIP experience for all attendees with smaller, more intimate groups designed to build new connections
- provide ways to do deeper types of in-person content work
- up the fun factor
At the same time, keep in mind attendees may find their ability to engage with others fluctuating.
Top tip:
In addition to offering in-person remote participation, consider adding in quiet spaces for people to decompress from large groups. You may want to offer non-verbal ways for attendees to share their comfort level with interaction such as colored wristbands, badges, or drink holders; let them signal everything from “give me a hug” to “open to chat” to “here in observation mode.”
With much of the nation facing staffing issues, my expert planners also highlighted the need to be proactive about known or likely pain points. Unless you can guarantee a 5-star experience from the time your attendees leave home, it’s never too early to encourage managing expectations — especially around service-related touchpoints such as room service, housekeeping, meals out, or transit.
Kevin Molesworth with Brass Tacks Events
Kevin Molesworth of Brass Tack Events focused on the pragmatic: expect delays, and turn them into entertainment or networking opportunities. If your attendees will have longer waits between sessions or before meals, have monitors set up with lively content, circulate with beverages and snacks, get VIPs to table hop while people wait for food, and more. As the saying goes: turn a bug into a feature!
Top tip:
Use shuttles and adopt an “all-inclusive” model for meals and lodging to keep logistics as smooth as possible.
During our conversations, the planners repeatedly emphasized how virtual event experiences will shape in-person events. The wants and needs of audiences changed dramatically during the pandemic, and as an industry we’re responding, once again course-correcting as we go!
Top tip:
Eliminate a familiar pre-pandemic staple: the dry slide deck. Instead, incorporate AV production features and other lessons learned from virtual events like shorter sessions.
Lisa Gregory with Gregory Event Services
Says Lisa Gregory of Gregory Event Services, “Don’t plan an in-person event the same way you would do it pre-pandemic — use a different lens.”
Her clients have leaned into pursuing hybrid events for reasons that track with the Glisser study I mentioned, which found planners cite a number of rationales for hosting hybrid events, including:
- reducing risk of in-person only (51%)
- reaching larger audiences (44.9%)
- boosting inclusivity (42.9%)
- audience demands for in-person and virtual (40.8%)
She makes sure clients know “going hybrid” means creating incredible experiences for both in-person and remote attendees. Often, the topic turns to how they can shift budget line items to buff up their AV production infrastructure.
As the in-person component of hybrid events grows in scope and scale for 2022, she recommends telling on-the-ground attendees the story of why you’re doing things differently at your event: because including your virtual attendees in meaningful ways matters.
Lisa adds it’s important to remember that in-person attendees can benefit from what virtual attendees offer. Consider ways to showcase that via multiple on-stage screens, combined Q&As, and more.
Top tip:
When budgeting for AV production, consider if your event content will be used in other ways. These can include subsequent virtual events, webinars, mini-websites, or Sales / Field Marketing support.
On a “reality check” note: While we’re all excited to have come this far in the pandemic, we’ve seen setbacks before. To protect the health and safety of in-person attendees, Lisa suggests erring on the side of caution by:
- eliminating big sponsor / vendor booths in favor of multiple small stages that allow for cleaning in between
- skipping the open bar and buffet for pre-packaged treat baskets and individual food and drink
While some attendees might prefer going back to “the old ways,” she notes keeping risk reduction strategies in play makes sense from both a wellness and legal perspective.
As we look to Fall 2021 and beyond, I want to thank my experts for sharing their mindset and strategies! We know it’s more complex than ever to make smart AV choices for events and are here to help.
For more information, check out our Hybrid Event Planning in 2021: Are Your Attendees Ready? blog post or contact us today for a free consultation to help you better understand your AV options for in-person, virtual, or hybrid events.
*Source: Glisser Market Research Report: How Do Planners Really Feel About Hybrid Events?
