Hybrid events

How to organize a hybrid event

The great thing is that you can perfectly bring the best of both worlds together in a hybrid event! And, for the record, that's more than just what cameras focus on a live event. It's really about integrating the two worlds and creating a unique experience for visitors. Regardless of whether they join online or attend the event live. This requires extra attention to the visitor journey, differences in nuances and clear points of interest.

The devil is in the details and that certainly applies to hybrid events. Curious about the path we take to achieve (even if we say so ourselves) the best result? We've mapped out our “must-dos” for you.

The desired effect

But when is the (online) event really a success? And how do we measure that? Until recently, the success of an event was simply measured by the number of visitors or by looking at how well the production went. But today, the focus is on the measurable impact of events. In other words, the effect. Based on a number of steps, we determine the objectives and implement them in order to define the ROI of the event, both online, offline and hybrid.

First determine your message, then the shape

Before we look at the resources, we recommend that you first look at an appropriate overarching concept. After all, this is the framework where the messages per target group hang, packaged in their own resource/platform. When developing a creative concept, with an accompanying interpretation, we face the question: What's in it for them (the visitor)? anytime central. And also: How do we put the visitor in the spotlight? Because you want to create momentum out of necessity, with a certain relevance, which, of course, has an effect. In other words: What do we actually invite visitors to? How do we stimulate and enthuse them and entice them to participate? And how does this moment relate to other contact moments with your visitor (s)? In short: a concept and communication strategy with a head and a tail, in which different touchpoints serve various target groups.

Must-do's

How do we then implement the program? We'll explain all of this to you below, based on a number of principles that we always use with us. effect model to achieve the desired result.

Four tips

1. Purpose vs. technology‍

So many wishes, so many (online) opportunities!
Information transfer, team building, product presentation, networking, sharing knowledge? Depending on the objectives, the appropriate technical implementation will be determined. From 1-on-1 speed date sessions to round-table meetings with eight people and from online trade fair visits to plenary presentations. So many wishes, so many (online) technical options. Visitor numbers are no problem and the functionalities are customized.‍

2. Key message and communication

Stand out from the crowd
Standing out in online invitation violence is even more challenging today. Invitees often sign up for the event last minute and receive many invitations that they really need to attend. When developing the communication process, we think from the See-Think-Do-Care model: familiarity, consideration, sales and loyalty. You can access the online event at the touch of a button, but you can also easily leave at the touch of a button.We are developing an exciting communication process with more contact moments than with a live event, with a clear key message (you really shouldn't miss this!) and with a short (er) lead time. After all, you won't sign up for an online event in October in June. But when the invitation is on the mat, you should immediately feel the urgency to sign up and actually participate. In addition, the communication process with the live visitor is of course ongoing. And do you want to switch last minute because the travel time just doesn't fit into your agenda? Also possible!

3. Experience

Much more interaction, changing formats, speed and culinary additions
Develop the online event with the idea that it is a live event, but with much more interaction, changing formats and speed. Think in line with television programs; rapidly changing settings (you are not bound to one stage), with short blocks: information, interaction, fun. Don't forget the right music, duo presentations for the dynamics, voice-overs, video interruptions, etc. Where you normally have a 360-degree experience, you now offer a 16:9 variant. So make sure it is continuously varied and that you, as a viewer, remain curious about what else is to come. The best thing is if you connect both the visitors to the event and the visitors online. Think, for example, of a snack package that is delivered to your home and on location, with which you can toast together. Or breakout sessions where both online and live visitors participate together or a 1-on-1 speed date between the two. Depending on the target group and objectives, we put together the desired format for an optimal experience.

4. Engagement

Create a temporary tribe
Humanize both the physical and digital experiences; visitors should have the idea that they are one group together and, as it were, are back in the same room. They almost forget that they are sitting in front of a screen. How? With a clear reception; an introduction, so you land in the story and really tune in. Grab attention immediately in the first minutes by indicating what kind of event it will be and what is expected of you as a visitor. Why are you here? What do you want out of it? Then you go directly to action and interaction: contributing as an online visitor is key. Chatting, quick voting, polls, wordcloud. In other words: feeling heard and seen. And that throughout the entire program, from start to finish. So consider what you can do at each moment in the online visitor's journey to make it just as exclusive for them and make them feel just as involved as when they're physically involved. And vice versa. Make the target group that is present live also feel special. After all, they are 'real' there.

Last but not least, content is key

Create long-term content
In addition to the four steps for implementing the program, the content is the common thread of the event. The right content is not only important before and during your event, especially after the event. Create personal messages to the visitor, special speakers, catchy video content, good infographics and/or atmospheric music before and during the event. But above all, make eagerly use the available cameras! Why not use them to create long-term content? Extend the time of sharing. Sharing is caring!

Convinced?

Are you planning an online or hybrid event soon? Great choice! We are real masterfully good in designing and organizing live, online and hybrid events that really help you as a company or brand. Our team of effect makers is ready to help you find solutions.

P.S. Do you want to know everything about the practical solutions for live, online or hybrid events? In the coming period, we will tell you even more about this in various articles, along with much more inspiration about the communication profession. Sign up here for the newsletter so you don't miss a thing!

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