What is a Hybrid Event?

A hybrid event is an event that allows attendees to join in person in a physical space or digitally. Both physical and digital audiences come together to participate in the same experience at different times and in different locations. The aim is to extract the best parts of physical and virtual event experiences and combine them to make one outstanding event. Get it right and you can double participation, expand sponsorship deals, lower carbon footprint, reduce costs and ultimately increase revenue.

Why is Hybrid the future of events?

According to the AMEX 2021 Global Meetings and Events Forecast, hybrid events are “now by necessity at the forefront of meeting design.”

There are four core reasons why the hybrid format is the future of events.

1. Aftermath of Covid-19

2. Guest and Sponsor convenience

3. Cost-effective

4. Sustainability responsibilities

Whilst pressures and responsibilities for events to become more sustainable meant that many events were slowly transitioning into digital and hybrid formats, Covid-19 presented the industry with an ultimatum. Digital event or no event. For many, migrating physical events over to digital has not been without its difficulties; however, with the right team, communications and event management software providers, many organisations have found hosting digital events a huge success. With society moving into a new normal and evidence that digital events can work well, hybrid provides the perfect solution to meet the needs of attendees who hunger for physical events and attendees who want to experience the event from the comfort of their own space.

Why are some events winning with hybrid formats and some struggling?

Let's stop thinking about the barriers of hybrid events and start looking at the opportunities, after all, hybrid events are the present and the future. Whether you like it or not, digital and hybrid formats are the new normal for events so it's time to start embracing the change and stop fearing it. We at Evessio have seen many events experience incredible success virtually (Check out our Free From Food Awards case study). Due to this success, more event organisers are choosing to migrate some or all of their events to digital or hybrid formats. So much so, the Global Virtual Events Market was valued at $75.21 Billion in 2020 and is expected to reach USD 366.5 Billion by 2027. We've noticed one trait successful organisers all share that drives their hybrid events. And that's the ability to identify opportunities in the landscape change to hybrid events rather than tunnel visioning on barriers and obstacles to growth. Those who are embracing the change and capitalising on the opportunities hybrid has to offer are powering ahead.

So what are the challenges and what are the opportunities?

1. Losing money VS Increasing revenue - Events don't charge enough for digital events

"I lost money on my event" and "We increased revenue by 30%" is the difference between an organiser that focuses on challenges and an organiser who focuses on opportunities. We hear this a lot, and when we ask organisers why they don't up the cost for virtual tickets the response is always "I'm worried people won't come" "People won't pay that much for digital tickets". By all means, virtual tickets should not cost the same as physical, but charging next to nothing is asking for trouble. All you are doing is making the buyer think they have grabbed a bargain and you are widening the gap between physical and digital experiences when you should be bridging them. The truth is people are willing to pay for digital experiences, they expect it now because digital experiences are the future. While you think you might be charging too much, the attendee who wants to join virtually probably thinks they've got a good deal because it costs less than a physical ticket and they don't have the faff of travelling. The trick to justifying higher digital ticket fees is to tell your audience exactly what they are getting for their money. Break down everything the attendee will receive so they feel like they are getting value. Send virtual attendees small gift bags or hampers to enjoy at home. These will still cost less than paying for them to attend physically and you could use this as another sponsorship opportunity.

2. My events aren't generating enough sponsorship VS My events are generating more sponsorship

Over the past year, events have had to deal with mastering the digital world and ensuring they provide their attendees with a great experience online to keep their businesses afloat. Event organisers were having to adapt and move successful events online so going after sponsorship has kind of taken a back foot. Getting used to creating a great digital event experience took priority over maximising the same sponsorship revenue they would usually get with physical events.

Another reason digital events haven't been generating enough sponsorship is that organisers don't know how to price point their events and feel like they can't ask for the same amount to support a digital event as a physical one. A lot of people assume sponsors are not willing to contribute the same amount.

"I don't think sponsors will want to support my event unless it's in a physical format." "I can't ask for the same amount of sponsorship for a hybrid event as I would normally for a physical event". I would argue that is absolutely not the case. You can justify asking for the same amount, if not more. Think about it; part of what you previously offered sponsors starts before the event. Part of the deal is that you promote their brand to your community on social media and newsletters and this doesn’t change with digital and hybrid formats. During the event, the sponsor’s branding is on infrastructure or memorabilia. Events are cutting down on waste such as disposable free items anyway as part of their sustainability initiatives. You can still achieve sponsor presence digitally as you would a physical event by including the sponsor's logo on video backdrops and streaming. Have their logos printed on environmentally friendly gift bags and hampers that are sent out to attendees to enjoy at home. You can offer twice as many sponsor tables online. By operating in a hybrid format you have the ability to attract twice as many attendees as you would at a physical event. You don’t have venue capacity restrictions with hybrid. Doubling your attendance is more appealing to sponsors because that means doubling their networking opportunities. Sponsors can send people to the physical part to network and also have people logging in online to network digitally. There are analytical and tracking tools you get with digital events that you don’t get with physical. This is another important consideration for sponsors. Networking digitally has proven to yield better results.

When you’re dealing with sponsorship you’re dealing with marketers. And marketers care about 5 things when considering sponsoring an event.

1. How many people will my branding reach pre, during and post event?

2. How many people will be at the event?

3. The quality of the audiences attending.

4. Are they my target audience? Will we be networking with quality leads?

5. What systems are in place that will allow me to easily network with attendees / my target audience? Stats and analytics on attendance, videos watched and chats had.

These are all aspects that are better achieved through digital and hybrid formats. 

3. Creating memorable experiences aren’t as good with hybrid VS hybrid events that are creating better experiences

No, it's not possible to create the 'same' experience in a digital format as you can physically because there are some aspects of a live event you just can't recreate in a digital or hybrid form. You can however create an equally successful if not better networking experience for your guests in digital formats and we're seeing it happen all the time. Virtual attendees aren’t expecting the same experience, they know it will be different, if they wanted the physical experience then they wouldn’t have chosen the virtual option. You can create memorable experiences for virtual attendees, the key is to make sure your virtual venue/ software provider has the following features:

- Seamless integration

- Advanced presentation features

- Make sure your platform provides excellent engagement and networking abilities

- Large break out room capabilities Where we’re seeing events succeed and fall with hybrid events is the digital experience.

With the excitement of moving back to live events, digital attendees are often forgotten about in hybrid events. They come away from the event not really feeling like they were part of it. Where events have succeeded in digital and hybrid is making sure attendees are receiving good quality content. With conferences, exhibitions and awards it is key that the content be relevant, interesting and/or educational. The attendee needs come away from the event feeling like they were entertained, inspired or educated. Those who succeed in digital events are those who provide the attendees with quality content.

4. Less people will attend if it's a hybrid VS I doubled my attendance

Hybrid formats are far more convenient and flexible for guests and Sponsors. Hybrid formats really do give your attendees the best of both worlds. Going hybrid gives your attendees the choice of whether they want to attend physically or virtually. Some guests may want to attend the event but live too far away or are unable to attend due to personal commitments. Businesses who are shortlisted for awards no longer have to pick and choose who can attend the event, whilst a decision still has to be made on who attends the physical side, you can invite the whole team to join in with the celebrations virtually with a hybrid format. Many businesses say this is great for staff morale, even if employees can only attend online they still feel valued and included. Overall, with hybrid you're including those who want to be part of the event by allowing them to log in virtually. Ultimately increasing attendance generates higher revenue and sponsorship opportunities.

5. Hosting a Hybrid event costs us more money VS Hybrid events are more cost effective

Hybrid formats are cost-effective for both event organisers and attendees. Attendees have the option to choose a lower-cost ticket fee as virtual tickets tend to be lower cost. Virtual attendees can save on travel and accommodation by opting to attend virtually. Whilst you do have the added cost of software to host the digital aspect, choosing the right supplier can actually help increase revenue. Software costs can be recouped through additional sponsorship opportunities and by pricing tickets correctly.

6. Hybrid events aren’t any less environmentally friendly VS Hybrid events are lowering our carbon footprint

A long time before Covid, the events industry had come under pressure to look at sustainable alternatives to hosting events. Events are now expected to deliver some of their event portfolios virtually or in hybrid forms. Having seen it done successfully as a result of Covid, it's now apparent this will be the way forward. Most of our clients have ambitious sustainability goals to meet in line with their business objectives. A high proportion of an event’s carbon footprint comes from travel and food waste. Allowing attendees to join the event from home reduces the need to fly, travel by train or drive. Some organisers don’t see much environmental benefit to hybrid events. No, they’re not as sustainable as completely digital but replacing some of your events with hybrid really does make a difference. Whilst you won’t necessarily reduce the number of attendees at your physical venue it does attract those who live closely and encourages those who live far away to join virtually, therefore reducing travel.

Whether you fear or embrace the change, hybrid is undoubtedly the future of events. There will be challenges along the way but seeking opportunities in those challenges are key to success and staying one step ahead.

Claire Singleton

Marketing Manager

Evessio

Claire is the Marketing Manager at Evessio, an industry-leading event management platform for awards, conferences and exhibitions. Claire has years of experience and specialises in marketing event software, marketing events and sponsorship. Claire has a proven track record of re-branding events and implementing strategies that doubled event participation. Claire made events that were breaking even or losing money highly profitable by increasing event participation and securing sponsorship from global brands.