With virtual and hybrid events taking centre stage in the last two
years, it’s no surprise online fatigue has been common among event
The move towards virtual events, however, has forced event planners
to take on new forms of tech. They are also thinking differently about
content, having seen first-hand how much harder it can be to sustain
people’s attention in an online setting, while the technology involved
in running a virtual event calls for a different approach towards
Here are five ways planners can ensure their skills are up to the event task in 2022, whether in person, virtual or hybrid.
Renew your focus on technology and marketing
brands seek faster and more innovative ways of re-connecting with their
audiences over digital platforms, pre-, during-, and post-event, there
will be a bigger focus on technology and marketing.
“Audiences today have a much shorter attention span and are visually
inspired, so planners are constantly on the lookout for new and creative
ways to keep attendees engaged through different formats and channels,”
says Petrina Goh, director, Singapore, CWT Meetings & Events.
The need to listen empathetically,
read between the lines of a client brief and offer creative solutions to
event delivery is more critical than ever.
“Whether it’s a hybrid, virtual or in-person event, participants
crave real connections and planners are looking for innovative ways to
boost engagement,” says Goh.
“The ability of an event manager to deliver this via different
channels has become a highly sought after skill," says Tay Ling, vice
president, TBA Hong Kong, Pico. He adds that events are emotional
touchpoints for people, meaning empathy training is vital.
Think outside the box
While Tay acknowledges that
‘metaverse’ is the new buzzword, he believes that like many things the
industry has seen in the past, it is something that may stay or just
“Traditional event skills remain vital, such as the ability to solve
problems by thinking outside the box,” he says. “Go ahead and dare to
reimagine. Don’t look at this as an event; look at how you can solve a
Make the complex simple
restrictions and regulations have made the planning process more complex
and stressful, particularly for events with participants travelling
from multiple locations.
“Event managers who can help clients navigate this complexity by
providing relevant information in a concise and easy-to-understand
format are in high demand,” says CWT’s Goh.
Don’t adopt new skills for the sake of it
event management skills and attributes required for virtual events are
the same as in-person ones, says Luther Low, regional operations
director, Asia Pacific, CWT Meetings & Events.
"From organisational skills and attention to detail, through to
problem-solving and negotiation, you need the same skills set to manage a
virtual event timeline. [This includes] developing the event programme
and content, handling registrations and enquiries, working out the
creative aspects for the branding within the virtual meeting platform,
identifying networking opportunities and providing post-event
reporting," says Low.