Stuttgart, July 30, 2020. Crowds streaming into the exhibition hall in search of the most innovative products, staff cheering on the keynote speaker at the annual kick-off, shareholders politely applauding at the annual shareholders’ meeting—we haven’t seen scenes like these in many weeks. And somehow, the idea of a large-scale event seems quite unreal at the moment. No one knows when that will be possible again—or what it might look like then. Nevertheless, there are many companies that need to host large events right now—either because legislation requires them to, or because they can no longer afford to do without in-person contact and are unwilling to do so. One possible way out of this event impasse: hybrid events.
Hybrid Events—What Are They, Anyway?
This new approach to events combines the old world with the new—in-person gatherings with their digital extension on the Internet. In a hybrid event, only a small group of participants meets in person—for example, the executive board, supervisory board, and a handful of shareholders at a shareholders’ meeting—while all other stakeholders join from home via an online platform. During the in-person portion, all hygiene and social distancing guidelines are, of course, followed, and online guests can, of course, actively participate, ask questions, and exercise their voting rights when necessary. The specific capabilities required of the platform depend on the purpose of the event. Even large conferences with multiple presentation rooms, workshop sessions, and in-person interactions with individual participants during breaks are possible without any issues.
Why hybrid events right now?
Because companies can use this approach to achieve multiple goals at once. Even in times when large gatherings should be avoided, this makes large-scale events possible again. A hybrid event bridges the physical distance that currently separates us and opens the event up to a broad audience that otherwise would not have been able to attend. A positive side effect: Those who can attend an event on the other side of the world from the comfort of their own home office save time and travel expenses. If the hybrid event is properly documented—in an informative, entertaining way that offers added value—it also reaches audiences who would not have been able to attend due to time constraints or other reasons. And: As an event organizer, you now have the opportunity to try out new event formats with minimal risk and reposition yourself for the future.
What might something like that look like in practice?
Imagine the following situation: Your company wants to introduce a new product family to its employees—especially those in sales. Normally, about 2,000 colleagues would be invited to a major German city with the appropriate infrastructure for a two-day event. Not this year. You’ll receive the invitation to the one-day event via email—including a registration link, the agenda, and tips and tricks on what technology you can use to participate successfully from home. There’s even an IT hotline available to help with setup.
On the day of the event, you’ll log in and enter a virtual lobby, where the CEO—as the event host—will personally welcome you. Behind a calendar icon, your personalized daily schedule awaits, featuring all the presentations and workshops you selected in advance. You can access the respective chat rooms via the speech bubble next to it in case you have any questions later on. For the opening keynote, management has invited a trend analyst to join you in taking a look into the future. Like the other speakers of the day, she is at corporate headquarters, where all of the day’s livestreams are being recorded. Next, the head of product development will present the product family that you’ll soon be introducing to your customers. You find one product particularly interesting and, with a click of the mouse, secure a time slot to visit the virtual showroom to learn more about it.
Here’s how the day continues: a breakout session on sales strategy, followed by a lunch break with the family at our own dining table. During the afternoon visit to the showroom, you had 15 minutes to chat with the product developer in person and ask all your questions. In between, a virtual coffee break with an American colleague—someone you rarely get to talk to due to the distance and time difference. After the presentation on sales psychology, the day wraps up with a summary in the large lecture hall—a rapper has turned the whole day into a rap, and you find yourself tapping your foot along. And then the CEO announces a surprise: The screen cuts to a studio decorated like a living room, where a trendy band is giving a 30-minute unplugged concert. Just in time for dinner, you shut down your computer—and resolve to check out the recordings of the other workshops you missed today next week.
What should you keep in mind when planning hybrid events?
A smooth-running event is the be-all and end-all—and that goes for hybrid events as well, regardless of the occasion. Here are the five most important tips:
1. Carefully consider what content you want to convey during your event. Ensure a healthy mix of information sharing, personal interaction, and entertainment. The event concept is the cornerstone of all further planning!
2. Be sure to choose the right platform for your event. It would be a shame if you couldn’t bring a good idea to life because the tool doesn’t meet the necessary technical requirements.
3. Ensure smooth participant management and provide appropriate IT support for colleagues who are less tech-savvy. Also keep in mind that the barrier to leaving an online event is lower than in real life—especially when technical difficulties arise.
4. Brief everyone involved on site and train them on how to handle the unusual situation of interacting with an invisible audience. An internal test run is mandatory!
5. Be open to the opportunities offered by new event formats, and show courage by breaking new ground now. And: Find the right partners to help you bring your ideas to life.
Are you currently planning an event and would like to learn more about hybrid events and how to organize them? If so, Sebastian Wiese would be happy to hear from you—please send an email to sebastian.wiese@followred.com or call +49 (0)711 90140-23.
