Concerts canceled, conferences on hold, summer Olympics postponed for the first time since World War II. The list of events that didn’t happen in 2020 is a long one to be sure. But just as necessity is the mother of invention, a pandemic shutdown brought out the creativity needed to reimagine live events; and much of that innovation is here to stay.
Here are 3 positive ways live events have evolved as a result of one turbulent year.
- Global status
When an in-person event moves online, geographical limitations are instantly erased. Anyone with an internet connection and the ability to click on a link is a potential attendee, and even more exposure is possible if a digital recording of the event is made viewable afterward. Not only does this widen the reach of an event’s audience, but it also creates added value for potential sponsors as well.
In addition to drawing attendees from far and wide, virtual events can also present speakers or talent from any corner of the globe. This opens up possibilities that may have been previously unimaginable or financially unfeasible given the additional costs of bringing, for example, a keynote speaker from city to city.
- Mixed content
A live business event will often feature live speakers supplemented by projected slides or short video clips. If it’s a larger conference there may be live music or other entertainment as well. Going digital means keeping these elements, but using av technology to take it up a notch. Expertly edited video packages that transition seamlessly between speaker segments; interactive digital components like polls or chats; live production teams using multiple camera angles to keep visuals interesting. Any and all are possible in a virtual or hybrid environment.
- Personal touches
Even if attendees can’t be onsite for an event, it doesn’t mean there aren’t ways to bring the event to the attendee. With some forethought and planning, event organizers can send promotional packages out to virtual ticket holders that are personalized around the event theme. Taking the place of a conference swag bag, packages can incorporate sponsor items and activities like a bottle of wine for a virtual tasting, or game element for a virtual giveaway. To increase promotional value, recipients can be encouraged to record their package “unboxing” to share on social media along with event-specific hashtags.
Virtual and hybrid events may have been new concepts not too long ago, hastily put into place as a needed substitute. But with a creative mindset and the right team in place, organizers can build upon what’s been learned and produce events that match or even surpass those we’ve seen before.
