The Marketing Guide for Hybrid Events, the Next Standard
As hybrid events gain momentum, it has become important to understand the right marketing strategy to harness its potential.
Hybrid events break geo-restrictions and open doors to a larger and more diverse audience, allowing businesses to reach larger audiences
One of the main challenges of the hybrid event scene is meeting the needs of offline and virtual attendees
The future is hybrid! We have heard it, recognized it, accepted it and we are now working to adapt it. But what exactly are hybrid events? Simply put, it is a combination of virtual and in-person events. It is when the same event takes place in parallel at the same time at two sites, one in person and the other virtual. Together this creates 10 times more value compared to hosting the event only in person, compared to how it was done before the pandemic.
The next questions online would be what is the right marketing strategy for this, does what worked before continues to work here too, how has the events industry evolved, how to understand this transition and the next steps for this? Here are some practices that might help you with in-person and virtual events, leading to an integrated marketing guide for hybrid events.
60% of virtual event owners say they use social media to drive registrations, 76% of event marketers rate email as the most effective channel, and 49% of marketers say programmatic advertising is a major contributor to event registrations events. Understand what works best for your target audience, then optimize your email, social media, PR, and advertising campaigns. You can start working on it a month in advance and then build momentum for social media and emails closer to the event for virtual events.
For in-person events, you need to start promotions three months in advance, less so only if the event location is local and travel and RSVPs are not an issue.
Focus on participants and speakers
Learning and acquiring knowledge is usually the first major expectation of a participant in a virtual event. Collect information about your target audience from various data points like surveys, market research, past events, interviews, demographics, psychographics, etc. the right speakers. When you focus more on the interests of your attendees, it leads to better engagement, converting them into customers.
Additionally, it is often assumed that keynote speakers have a bigger impact in person, but having important and influential speakers in an intimate virtual event can have a huge impact on attendees as well. Test all of your assumptions, measure results (mostly available through virtual attendee behaviors), and improve your events every time.
In-person events are more about building your professional network. Networking is the most effective strategy, according to a recent survey (66%) for event planners to find new prospects and customers for their business. Hybrid events enable inclusiveness simply by allowing more people to participate, enabling additional conversations with unique perspectives, and possibilities for more opportunities to connect, learn and interact.
You need to choose a platform that will help you activate connections between your in-person participants and your virtual participants. Your platform should enable meaningful networking as well as efficient event lead management, resulting in more interactions and engagement from your event overall, leading to better business results.
Follow safety standards
For in-person meetings, today’s attendees fear attending until they understand how safe it can be to attend, what should be involved and not, and what s ‘wait overall. Therefore, not only must all safety standards be implemented, but they must be communicated clearly beforehand to give a sense of security in participating in the in-person activations of your event. Create separate agendas with individual layouts for in-person events versus virtual events, for example, clarifying whether refreshments will be available during the in-person event, while a streamlined event calendar is required in the event. virtual event – networking and engagement must be the priority for both.
In this way, event activities can be more transparent, inclusive, productive and useful for everyone in attendance.
Hybrid events provide essential flexibility by helping you save on costs, increasing the reach of your audience regardless of geography, providing plenty of branding opportunities for exhibitors and organizers, capitalizing on goals and helping overall to cultivate maximum return on investment from the event. Hybrid events also have a longer shelf life, you can get multiple returns from the same event. With this in mind, work out the best approach for your event.
Today, event platforms bring you white-gloved Customer Success Teams to support you before, during and after the event to ensure complete event success, helping deliver the most successful event experiences. simple, immersive, engaging and exciting in a hybrid format.